For content creators and marketers, one of the biggest challenges posed by the digital age is producing tailored, engaging content that is ideal for a range of different channels. Due to the fact that the goalposts are constantly changing, it’s so important to future-proof your content to ensure that it’s deployed readily across all of your channels without issue. But how do you go about it? Let’s take a look.
Defining intelligent content
The content demands of businesses today are complex and ever-changing in this multichannel and multi-device digital world. Gone are the days when writing and publishing a standard blog post every week was enough to keep your followers happy. Today, the most successful businesses utilise a range of platforms to get their message across, be it emails, blogs, social media, FAQs, and even print advertising. Each method requires bespoke content that has been tailored to the respective audience. While creating individual content for every platform your business is on is undoubtedly difficult and time-consuming, intelligent content can play a big role in your online success. Intelligent content is:
- Structurally rich and easily broken down into bite-sized chunks.
- Semantically categorised, making it easy to deploy across the necessary channels.
- Automatically and easily discoverable by your online audience.
- Reusable and adaptable.
In order to successfully produce intelligent content, you need to think outside the box and try different things. One of the best ways to do this is to take your content out of its final presentation layer – an email or blog, for instance – and break it down into smaller, manageable chunks that you can then repurpose for its intended broadcast. Once you have smaller chunks of intelligent content, you can then assemble, format, and deliver your content via multiple channels, helping you to reach your desired audience more easily.
Why is intelligent content a good thing?
Content creation is time-consuming, particularly when it comes to tailoring individual pieces of content to every single channel that your business utilises. Therefore, regarding content creation as a series of individual parts makes it easier to produce content that can be broken down, repurposed, and reused in different ways to satisfy your audience. When employed correctly, intelligent content will save you time and money and will help you engage with your followers and potential customers much more efficiently.
Implementing intelligent content
Let’s take a look at how to implement intelligent content in practice. Assuming that your company has eight versions of content distributed across multiple channels – website, email, customer FAQs, staff FAQs, print ads, socials, flyers, and a chatbot. In a world of conventional content creation, you would need to produce eight separate pieces of content to satisfy each of these channels. However, when you make the transition to intelligent content, you can clean up your content and break it down into the various segments that enable it to be used effectively on individual outlets.
One of the most important aspects of intelligent content creation is removing formatting restrictions, as this ensures that the content is much easier to share more widely. However you go about it, intelligent content can be transformative for your brand.
The bottom line
Given the constantly-changing nature of digital content, it makes sense to try and future-proof your content wherever possible. Reach out to Terrier Agency if you’re interested in finding out more about how intelligent content can help to transform your business.