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Intelligent Content: A Primer

Book Description

Intelligent Content: A Primer introduces the concepts, benefits, and building blocks of intelligent content, so you can bring this powerful concept into your organization.

Table of Contents

  1. Intelligent Content
    1. Foreword
    2. Preface
    3. 1. What is Intelligent Content?
      1. 1.1. The three capabilities of intelligent content
        1. 1.1.1. Discoverable
        2. 1.1.2. Reconfigurable
        3. 1.1.3. Adaptable
        4. 1.1.4. Intelligent content makes us more capable
      2. 1.2. The five characteristics of intelligent content
        1. 1.2.1. Modular
        2. 1.2.2. Structured
        3. 1.2.3. Reusable
        4. 1.2.4. Format free
        5. 1.2.5. Semantically rich
    4. 2. Why Do We Need Intelligent Content?
      1. 2.1. The first challenge: Lack of talent
      2. 2.2. The second challenge: Lack of awareness
      3. 2.3. Reimagining the way we work
    5. 3. Why Do Content Marketers Need Intelligent Content?
    6. 4. The Benefits of Intelligent Content
      1. 4.1. Contributing to the bottom line
        1. 4.1.1. Increased sales
        2. 4.1.2. Increased productivity
        3. 4.1.3. Agile content
        4. 4.1.4. Reduced translation cost
        5. 4.1.5. Reduced risk
    7. 5. Intelligent Content in the Organization
      1. 5.1. Content marketing information
      2. 5.2. Traditional marketing content
      3. 5.3. Product and support content
      4. 5.4. Learning and training content
      5. 5.5. Employee-focused content
    8. 6. Opportunity: Increasing Customer Engagement
      1. 6.1. Linking
      2. 6.2. Progressive disclosure
    9. 7. Opportunity: Increasing Service Revenue
      1. 7.1. The scenario:
      2. 7.2. A vision of the future
    10. 8. Opportunity: Preparing Content for the Future
    11. 9. Building Blocks: The Content Perspective
      1. 9.1. Modular
      2. 9.2. Structured
      3. 9.3. Reusable
        1. 9.3.1. Manual content reuse
        2. 9.3.2. Automated content reuse
      4. 9.4. Format free
      5. 9.5. Semantically rich
      6. 9.6. A semantically structured story
    12. 10. Building Blocks: The Technology Perspective
      1. 10.1. Content management
        1. 10.1.1. Modular, component-based content
        2. 10.1.2. Structured content
        3. 10.1.3. Reusable content
        4. 10.1.4. Format-free content
        5. 10.1.5. Semantically rich content
      2. 10.2. Authoring
        1. 10.2.1. Modular component-based content
        2. 10.2.2. Structured content
        3. 10.2.3. Reusable content
        4. 10.2.4. Format-free content
        5. 10.2.5. Semantically rich content
    13. 11. Case Study: Investment Bank Increases Sales and Reduces Campaign Development Time
    14. 12. Case Study: Medical Device Company Slashes Production Time and Translation Expenses
    15. 13. Case Study: HMO Increases Revenue and Customer Satisfaction
    16. 14. Possibilities
      1. 14.1. Adapting content based on location
      2. 14.2. Adapting content based on user history
      3. 14.3. Adapting content based on user data
      4. 14.4. Adapting content for multi-channel display
      5. 14.5. Adapting content for the Internet of Things
      6. 14.6. The possibilities are virtually limitless
    17. 15. Overcoming Objections to Intelligent Content
      1. 15.1. I’m Marketing, it’s just for technical content
      2. 15.2. We can’t review content in modules; we need content in context
      3. 15.3. It’s only about reuse
      4. 15.4. It takes too long to implement
      5. 15.5. It’s too hard to do
      6. 15.6. It’s not about content, we just need new technology
      7. 15.7. It costs too much
      8. 15.8. Intelligent content is only for regulated industries
      9. 15.9. We’re too small to use intelligent content
      10. 15.10. We’re too big to use intelligent content
      11. 15.11. Intelligent content requires new technology
      12. 15.12. I’ll lose control/creativity
    18. 16. Transitioning to Intelligent Content
      1. 16.1. Culture
      2. 16.2. Take advantage of existing processes and procedures
      3. 16.3. Look for change champions
      4. 16.4. Ask the right questions
      5. 16.5. Promote possibilities, but don’t over promise
      6. 16.6. Select the right first project
      7. 16.7. Think big, act small
      8. 16.8. Plan ahead – and, plan for changes in our plan
      9. 16.9. Communication is key
    19. 17. Getting Started with Intelligent Content
    20. References
      1. Cited references
    21. Recommended Resources
      1. Change Management
      2. Content Management
      3. Content Marketing
      4. Content Strategy
      5. Customer Experience
      6. Dynamic Content
      7. Global Content
      8. Governance
      9. Information Development
      10. Intelligent Content
      11. Internet of Things
      12. Markup Languages
      13. Meaningful Metrics
      14. Metadata
      15. Organizing Information
      16. Personalization
      17. Semantic Content
      18. Structured Content
      19. Other influential titles
    22. Glossary
    23. Image Credits
    24. About Ann Rockley
    25. About Charles Cooper
    26. About Scott Abel
    27. Index
    28. Colophon
    29. A. Copyright and Legal Notices