Managing Enterprise Content: A Unified Content Strategy, Second Edition

Foreword

Ann Rockley has been talking about content strategy and intelligent content for over a decade. Why haven’t the rest of us been talking about it, too?

Perhaps Ann’s vision of content as a business asset was simply ahead of its time. Maybe the idea of “intelligent content”—content that’s free from the constraints of a document or page, and therefore free to adapt to any context or platform—didn’t seem as applicable to our challenges as, say, a website redesign or migrating to a new content management system. Of course, none of our tactics seem to have solved the core challenge enterprises have faced: ineffective, poorly organized, and laborious content processes.

So here we are, stuck with the same challenges we had last year, and the ...