Start Implementing Intelligent Content in 5 Easy Steps
Whether or not we plan to fully implement Intelligent Content in our organisation, creating or reorganising the content library to be structurally rich and semantically aware can help manage and maximise our content.
We’ve come up with some guidelines that can help in the creation of the content library with the intention of, at the very least, streamlining content creation and C.O.P.E. – Create Once, Publish Everywhere.
1. Develop a Digital and Content Strategy
This strategy will serve as your guide on the who, what, when and where. Effective content strategies do one or both – support a key business objective or support a customer in completing a task. We want to create content that is valuable, relevant and consistent for our readers.Some guide questions we can ask ourselves to help develop the content strategy:
a. Audience – Who are we talking to?
b. Social Listening & Analytics – What do they (our audience) want to read?
c. Distribution Channels – How do we reach our audience? What avenues are we exploring in order to reach them?
d. Plan – What content types do we need? What are the most effective content types for our distribution channels?
2. Audit Existing Content
We don’t have to re-invent the wheel just because we plan to restructure our content. Don’t throw out existing content just yet. Create an inventory of the existing content and analyse its effectivity. See what can be used or re-structured, repurposed or archived moving forward.
3. Put a Structure in Place
Based on the Content Strategy, what are the content types needed? Structure helps make content predictable and opens up the many opportunities for content generation. In Intelligent Content: Structure vs. Freedom and the Surprising Outcome, we discussed how structure and modular content is key to making your content reusable, adaptive and reconfigurable; therefore maximising the use of your content. From here, we get a clearer picture of what types of content need to be created and how, where and when they will be published. Auditing existing content helps us sort what can be reused or repurposed to follow the new structure. For example, videos, images, infographics and such may still be used if they are relevant to your objectives moving forward. This can also help us pinpoint where there are content gap opportunities and give us an idea of what new content needs to be created.
4. Create Industry-Specific Content
With the Content Structure in place, it is only a matter of filling in the blanks with the types of content you need. However, we have to make sure our content are relevant to our industry and support our business objectives. Refer to the content strategy to find the common ground between what the brand wants to communicate and what our audiences want to read. For example, a blog about tech gadgets will not write a post about herb gardening.
a. Well-researched Content
b. Readers consume content for 3 things: information, entertainment and inspiration. Of these, more people value content that informs and educates than the other two, therefore, we want to make sure we provide content that is well-researched, accurate and consistent.
c. Well-written Content
d. Content that is well-written and easily understandble by our audience can generate more engagement. The use of human triggers combined with powerful headlines and striking imagery help make content more relatable and easy to share.
5. Make Your Content Contextually Aware.
In Semantics and the Fuss About Tags, Hashtags, Data and Metadata, we talked about the importance of putting context in your content. With tools and processes in place, context helps deliver more value for less effort for our content. Context also opens up opportunities for discovery, personalisation and reconfiguration, producing dynamic content tailored for our audience.
Bonus: Is a Content Management System Necessary?
While a CMS facilitates contextually aware content management, it may not be necessary for all types of content management. It would be more of a matter of scaling. For a personal blog that posts new content weekly, an enterprise CMS infrastructure might be overkill to managing content. A well-organised Content Inventory could be efficient for this task. However, this has limited scalability.
CMS and Artificial Intelligence go together in automating processes and content generation, making it more efficient to handle large volumes of content. Instead of handling content for publishing individually, we can govern the system with a set of orders or parameters that can be carried out by the machine automatically.
Read more about what goes into creating and implementing an intelligent approach to content management in The Wheels and Cogs of Intelligent Content.
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