The Best Content Strategy: Make it Intelligent

Published on
March 10, 2022
Thor Turrecha
EVP of Global SaaS
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In a world of consumers hungry for information, how fast can you keep up with their demand?

Intelligent Content is fast becoming integral to Marketing and Content Strategy. It helps you reach and engage a wider audience across more platforms faster and more efficiently.

In the digital space where content is king, a sound content strategy supports your business objective. One of the key factors in getting traffic to your website or store, or forming a relationship with your brand is by having valuable, relevant and consistent content. But how much content would you have to create to target existing and potential customers and engage them on all the different platforms and devices they use? This is where Intelligent Content comes in.

Ann Rockley defines Intelligent Content as “content which is not limited to one purpose, technology or output."

"It is content that is structurally rich and semantically aware, and is therefore discoverable, reusable, reconfigurable and adaptable. It’s content that helps you and your customers get the job done. It is content that works for you and it’s limited only by your imagination.”

Intelligent Content is a method to create, collect and organize content or data in such a way that makes all or parts of it easier to reference and reuse. It allows taking existing assets and using them to create fresh content as many and as often as needed. It can be used to generate dynamic or data-driven content without always having to manually create new content for certain niches. It also allows for consistency across all content, getting rid of discrepancies that may confuse and ultimately put off customers.

Think of content in the context of a business asset, Intelligent Content is therefore a strategic approach to creating and managing this asset. When Intelligent Content is central to your content strategy, the structure it provides helps streamline the processes in marketing - from content creation, to publishing, reusing, adapting, cascading, and customising no matter the medium. Be it online platforms such as websites and social media, or physical forms such as digital signage and store banners.

It’s the next step to keeping up with the constantly evolving market and how to reach them on a more personal level. From providing core information to creating dynamic, customized content, your imagination is the limit to the applications of Intelligent Content.


This article is an instalment of our Intelligent Content series, where we take a deep dive into what makes a successful content strategy that engages and delights.

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