What is Intelligent Content?
Content marketers strive to craft content that’s intelligent. This is content that’s not merely smart and relevant – instead, it’s also discoverable, reusable, and not limited to one purpose. Intelligent content is the bread and butter of successful marketing campaigns because it’s easily discovered by online communities and has the potential to reach large audiences. Simply put, it’s winning content that gets the clicks.
By harnessing the tools necessary for developing rich and reusable content, teams strategically position themselves ahead of their competitors. As a writer, you’ll get the satisfaction of knowing your work is consumed by a large audience – a dream shared by most doe-eyed, eager content marketers.
Here’s what you need to know while on a mission to improve your content and leverage success.
Intelligent Content Should Be Reusable
Repurposed content can be published more quickly, limiting the amount of time it takes to reach clients and audiences. By creating content that’s modular, writers help themselves and their teams by intentionally designing content pieces for reuse.
Think about it. When you create reusable content components (or modules) you can reuse them time and again in related pieces. Marketing brochures, product splash pages, and other structured pieces use recycled content modules to create killer marketing collateral.
Best of all, your brain gets a bit of a break from having to constantly invent new and creative work. Any busy business writer knows operating under ‘creative constraints’ is a reality when deadlines must be met. Leaning on reusable content components is helpful when trying to save time and precious writing energy.
Using modular, reusable content also reduces translation costs. This is because less time is spent doing the actual writing, and content production expenses are reduced overall. When projects allow for it, reuse these valuable components. Your team will have more time for other pressing tasks – and you can finally spearhead that project you were so excited to start.
Logical Thinking Is Necessary
Alongside being reusable, content must be logically structured to incorporate metadata. Metadata is machine-readable information that tells a computer how to understand the content and differentiate it from other content pieces. SEO practices optimize metadata to push it to the top of search engine pages, ensuring your article, blog, or post is seen by many people.
Metadata can be incorporated into content when pieces are structurally and semantically rich. When the content’s structure has meaning, humans and machines are better able to detect what kinds of material will comprise the piece. We can trust that a whitepaper, for example, will contain a positioning statement, value proposition, list of features, and a list of benefits. Structured content is more easily manipulated because there is a recognizable order to it. Instead of scrambling for meaning, readers know to refer to certain paragraphs, lists, etc. Creating structured writing provides both order and coherency.
Understanding semantics is equally important. Semantically rich content contains intentionally chosen words, phrases, and optimized metadata familiar to an industry or niche. By researching and incorporating unique sets of keywords and phrases, you can create highly personalized content that targets a unique audience.
Creating intelligent content is a process requiring several important steps you won’t want to skip. Stay on top of the game by crafting content that:
- is modular & reusable
- structured intentionally
- semantically rich
Reap the Rewards of Your Smart Work
Creating intelligent content can be tough, and you’re going to have to bust out your writing toolkit. But you’re going to see some awesome results if your content is reusable, highly structured, and optimized.
When content is put together in this way success will be yours. By creating intelligent content, you can more easily deliver it, customize it, personalize it, deliver it to multiple channels, speed up delivery time, and reduce production costs – and that’s a whole lot of bang for your buck.