Intelligent Content: Reusing Content to C.O.P.E.

by | Dec 16, 2017 | Intelligent Content

Reaching and engaging your audience across multiple channels and platforms can seem like a daunting task, but this is where reusing your content could benefit your company the most.

In the definition of Intelligent Content, Ann Rockley puts reusability as the fourth element. Furthermore, she describes content reuse as “the practice of using existing components of content in multiple ways”. Whether or not you plan to implement Intelligent Content, content that is well-structured and semantically aware is more easily retrieved – either manually or automatically – for reuse.

In Intelligent Content: Structure vs. Freedom and the Surprising Outcome, we discussed how structure in your content can actually give you more freedom to generate content. Automating this process is called C.O.P.E. – Create Once, Publish Everywhere.

From something as simple as a weekly blog post to handling hundreds or thousands of content materials – publishing it on Social Media Networks, eNewsletters, other relevant Digital Channels and/or Printed Materials can be done as soon as the content is ready for publishing.

Reusing Content need not be limited to copying and pasting existing content into different formats. In The Wheels and Cogs of Intelligent Content, we mentioned the process of generating content is assisted by technology. By making your content semantically aware, you can set parameters for conditional or variable reuses of your content.

For example, an upgraded version of a particular product; while it retains all of the features of the previous model, the upgrade introduces two new features. Reusing the content type of the features from the previous model allows you to make sure that you don’t leave out any of the old features that the old product is known for, and prompts you to just create content about the two new features in the upgraded model.

Reusing Content can benefit your company or organisation in the following areas:

1. Content Generation

As the C.O.P.E. process denotes, creating your source content once saves you time and money in content creation, content management, and maintenance, yet allows you to publish across multiple channels and platforms.

2. Content Translation

By translating at the source, all content generated will be using the same translation throughout; therefore needing only to be translated once versus having to translate all the instances of the content generated.

3. Consistency

Having one source for all content allows you to have a consistent voice across all platforms. Editing, done at the source, ensures it reflects across all the published content, eliminating inconsistencies and confusion with regards to your content.

4. Quality

Well-researched and well-written content is an asset in itself. By focusing the efforts of content creation to look beyond the project at hand at the scale of possible content generation, high-quality modular materials can be created, used and reused multiple times throughout its lifespan.

While not all types of content can be reused nor is it applicable to all situations, the more reusable your content, the more strategic it is as an asset and the more it benefits you and your company.
For other examples of Intelligent Content at work, click here.

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