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Using Intelligent Content Optimization to Elevate the Customer Experience: A Quick Guide

Among the several brands investing in content strategy, there is one surprisingly exclusive group: brands that actually generate great value from content. What's the key reason behind it all? The answer is Intelligent Content Optimization.

After years of struggling with content management as a technology and information management strategy, Intelligent Content Optimization services are on the rise to overcome these challenges. Experience management platform leader, Sitecore, for example, offers a central hub to manage a full content lifecycle.

Impeccable customer experience cannot be attained if you are not leveraging intelligent content optimization for your overall content strategy. In today's highly competitive industry, intelligent content can provide you the extra edge to survive in the huge wave.

What Is Intelligent Content Optimization?

Intelligent content optimization describes how the content combines the best of technology (AI & Machine Learning) with a touch of human expertise. This approach is seen as a powerful business asset to make the content reconfigurable and adaptable for the marketers.

Let's delve deeper into the characteristics of Intelligent Content Optimization.

Intelligent Content is Semantically Aware

This type of content is usually tagged with metadata to recognize the kind of content within it. For instance, you may tag your content according to role, audience, product, or industry. Content that is tagged with semantic metadata, makes it easy to create customized information set based on industry or audience. If your company is working towards creating personalized content, then this kind of metadata is very important to consider.

Structurally Rich Content That is Discoverable

In general, blog posts, landing pages, white papers, or other marketing assets should be structured to answer specific questions for a niche audience. To help with that, intelligent content is structurally rich as it is designed to be both machine and human readable.

Intelligent content has semantic structures to help in understanding what type of content there within the documents and other content types are can be generated.

Intelligent Content Optimization Improves Content Reusability

Content is easily discoverable and reusable because of being semantically aware and structurally rich. Usually, this is common in technical documentation, however, it is becoming a popular approach in creating business document materials such as contracts, proposals, policies, or marketing collaterals.

In addition to that, intelligent content is easily readapted across various platforms for particular audiences or multichannel use. This content can be adapted in many ways to meet every new requirement. It is possible because of the content is structured and tagged intelligently. 

Why Does Your Brand Need Intelligent Content Optimization for Success?

Creating an accelerated customer experience for your brand is achievable when you have the right ingredient: intelligent content optimization. It delivers at speed and acts with utmost intuition towards your audience. Today, content signifies a crucial business opportunity for brands.  Any process that is content-focused or based on intelligent AI platform can benefit the most.  

Here is a list of benefits that your brand may expect when using Intelligent Content Optimization:

  • Reduces the development, translation-related expenses, review, and maintenance costs

  • Easily adapts to the different requirements of the channel and the recipients with very little intervention

  • Improves the quality and consistency of your content

  • Adds value through achieving maximum benefit to the customer and organization

  • Gets the right information at the right time to the right audience.

Intelligent Content Optimization Process

Important Components

Behind the practice of intelligent content optimization, there are a handful of elements that assist to build the intelligence –

Leveraging XML to Accelerate Intelligent Content

This underlying technology is an integral component that makes intelligent content possible. It enables to break the content into shareable and reusable elements.

Harnessing the Power of DITA to Maintain Format Consistency

Created primarily by IBM to tackle the changing requirements of business, DITA helps in putting the content in several number of output formats while increasing its effectiveness.

Web Content Management is Required in Managing Different Aspects of Content

Web content management is an important component of a successful intelligent content optimization strategy. Within this, content is managed and then distributed to the appropriate channels.

Authoring Tools Enables the Content Creation Process

Before content can be reused or handled, it must be produced. Authoring tools equips authors to produce the content so that it can be reused and manipulated for various channels.

Content Analytics Helps in Establishing an Edge Over Competitors

If you are working intelligent content optimization, then content analytics can be crucial in offering you with information such as engagement time or distribution rate. It enables you to collect invaluable information for relentless measurement.

Digital Asset Management to Distribute Digital Product Material

It enables the content creator to reuse the images, infographics, audio clips, and videos across multiple channels. As most of them need unique permission for printing, having Digital Asset Management or DAM will help in downloading these assets upon every new embed.

Smart Marketing Automation Solution to Increase the Impact

This enables content to be delivered to specific audiences with unique narratives. Marketing automation guides the audience through buyer’s journey to influence better engagement.

Implementing Intelligent Content Optimization

The first step to intelligent content optimization is understanding the process. The second, is putting forward the best plan to execute. Here are a few things to consider:

  • Recognize your brand’s requirements specifically

  • Create a strategy based on those requirements

  • Support the strategy with execution

Find the Pain-Points of Your Business’s Content

According to Ann Rockley, the author of "Managing Enterprise Content: A Unified Content Strategy", before going ahead with restructuring the content, you need to see how well your current content is meeting your audience's requirement and recognize any gaps in between. Creating content without an accurate knowledge of your consumer requirements will result in ineffective intelligent content optimization. Use every possibility to gather information so that you can create and structure the content accordingly.

Select A Small Project

After you have gathered the pain-points of your content process, you can choose a small project first to work on. Choosing the small one will help you to figure out all the important elements for a clearly established result.

Create A Content Model

Content model is an important part of intelligent content because it clearly defines the type of content your brand creates or how-to bring structure to that content. Creating content models is crucial as it formalizes the structure of your content in multichannel. Content modeling will help in identifying and documenting the structure for your intelligent content approach.

Case Study: Intelligent Content Optimization for New York Road Runners

New York Road Runners (NYRR), the world's largest running organization, conducts over 60 annual races and the famous New York City Marathon. With their expanded popularity across the world, they had a new challenge which is to keep up with the increased organizational popularity. Their current business, IT and digital system was not equipped with the right capabilities to deal with it. 

Icreon helped NYRR to create a top-notch and award-winning Sitecore digital infrastructure to improve the complete experience of their running community. Leveraging the flexible intelligent content and tech assessment, Icreon was able to implement high-level digital roadmap for NYRR. Such an approach ensures that particular technologies are deployed in a way that best suits into the business and realizes the long-term vision of the company.

Intelligent Content Optimization Minimizes Effort While Maximizing Value

The journey to intelligent content optimization can seem a little daunting, but the destination is worth it. While introducing it, be sure to develop a strategy for training and development of teams to ensure they have right skill set to tackle with this. Additionally, invest in knowing the current state to evaluate your content system and recognize the gaps that are creating roadblocks. Intelligent content optimization is a development priority for the mid-market companies.

Want to know more about intelligent content optimization journey and how it impacts you as a marketer or brand? Connect here today!