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Cornerstones of Content Intelligence Video-Learning Course

[A]’s training team has crafted a video-learning course based on the inaugural [A] Content Intelligence Forum. The course features material on the [A] Content Intelligence Framework, the Content Services Organization, the Master Content Model®, architectural patterns, content supply chain dynamics, and new Content Operating Models.

The video-learning course is available online as asynchronous sessions through the [A]cademy  [A]'s new learning management system. Learners can watch the videos as their schedules allow, and use the accompanying downloadable materials for reference and continued learning.

Meet the Trainers

Pioneers and investigators in content strategy, content engineering, content operations, and structural systems for omnichannel publishing, [A] content intelligence strategy leaders brings decades of experience, unified towards a coherent system through collaboration and client involvement.

JOE GOLLNER, [A] Master Architect

Joe Gollner brings over 25 years of experience as a highly successful manager of businesses, software products, strategic partnerships, research and development investments, intellectual property portfolios, and solution projects — all within the content industry. He has designed and deployed award-winning content solutions for customers around the world, including Silicon Valley startups, government agencies, non-profit organizations, and global enterprises. In the role of Master Architect, Joe supports [A] in defining the next generation of Content Intelligence Systems.

CRUCE SAUNDERS, [A] Principal and Founder

Founder and principal at [A], and author of Content Engineering for a Multi-Channel World, Cruce has more than 20 years of experience in content technology. His team works with the largest and most complex content sets on earth within leading enterprises, often at senior executive levels. Cruce regularly speaks on omnichannel marketing, personalization, content intelligence, content asset valuation, machine learning, chatbots, AI, customer experience platforms, the semantic web, knowledge graphs, organization design, the Master Content Model®, content engineering, and digital transformation. [A] operates as a nimble, distributed team, featuring global experts and seasoned content engineers.

ALAN J. PORTER, [A] Director of Content Intelligence Strategy

Alan J. Porter is the Senior Executive responsible for strategic client services leadership at [A]. Alan has an extensive background within the industry, has worked as the Content Marketing Manager at Caterpillar Inc., and has consulted for other large, well-known enterprises and organizations. He has helped shape the content intelligence space through his writing and thought leadership. As the author of The Content Pool, Alan promotes the concept of content as an enterprise asset with real value. He advocates the convergence of content across an organization and the foundational role of content intelligence in harnessing that convergence in order to deliver exceptional customer experiences.

BETH WEAVING, [A] Senior Content Engineer

Beth leads [A]'s efforts to bridge the gap between strategy and implementation with [A]'s content engineering methodology. Her skills in content engineering include facilitating strategic-level meetings with stakeholders, wrangling requirements and user needs to create comprehensive content models, content types, and prototypes, along with information architecture and functional specifications upon which large CMS integration projects are based. Beth has been with the [A] team since 2000 when she came to the U.S. from England.

Kathleen Gollner, Senior Content Engineer at [A]KATHLEEN GOLLNER, Senior Content Engineer

Kathleen Gollner is an information specialist with a background in digital publishing, digital libraries, and information research. She has helped manage content in publication workflows, documents in digital workspaces, and publications in curated collections. In conducting this work, Kathleen has contributed to designing taxonomies and metadata schemas; evaluating and modifying content models, schemas, and markup specifications; training and supporting system users; and developing content standards and requirements, as well as accompanying validations, reports, and documentation.

Course Outline

 Introduction to Content Intelligence

Introduce why Content Intelligence is needed, reviewing a vivid picture of the current state of content affairs and why this needs to change.

 The Anatomy of a Content Intelligence Program

Introduce the key concepts underlying content intelligence, including the definitions of content, intelligent content, and content intelligence itself. The session will cover the main practices that work together to make content intelligence a reality: content strategy, content engineering, and content operations.

 The Architecture of a Content Intelligence System

Introduce the concept of a Content Intelligence System and the architecture associated with it. The Content Intelligence Framework will be used as a way to introduce and define key supporting concepts, including content structure, content semantics, content technology, content lifecycle, content ecosystem, and content experience.

 Introduction to Content Engineering

Introduce the activities associated with the practice of Content Engineering and the skills required of people who will undertake those activities. Whereas all activities associated with Content Strategy, Engineering, and Operations are new to most organizations, it is the near complete absence of content engineering skills that has hampered past attempts to modernize content operations. The application of engineering disciplines to the design and development of content models and processes, to maximize automation, is radically new. Some of the skills are: content analysis, content modeling, content process design, content technology acquisition (selection and development), content transformation and migration, content validation, content analytics, semantic analysis, semantic modeling, semantic + metadata enrichment, and content architecture definition and documentation.

 Introduction to the Master Content Model®

Introduce the Master Content Model® (MCM) and emphasize its simplicity and its practical usefulness in organizing content analysis and design activities. This session will break down and define the key pieces of an MCM.

 The Master Content Model® in Practice

Illustrate how the MCM is implemented in practice. This session will focus on the Content Type Definition worksheets and show how the content analysis and modelling activity is turned into a practical task that people can master easily.

 The Relationship Between Structure and Semantics

Introduce the differences between content structure and content semantics, as well as the ways in which the two work together to create intelligent content. As part of this effort, a practical way of understanding and working with metadata will also be introduced.

 The Master Semantic Model in Practice

Introduce what makes up a Master Semantic Model (MSM), what steps are taken to produce one, and how an MSM is used to create a Master Metadata Model that integrates metadata into the MCM. Illustrate how the Master Metadata Model is used as part of the Content Type Definitions, where metadata fields are specified for each content type along with the different ways those fields may be represented.

 The Role of Open Content Standards

Introduce the role of open content standards in realizing intelligent content within an enterprise content ecosystem. This role is essentially that of being a pivot point between all of the different format representations that content may need to be given. Open content standards have the further advantage of being explicitly designed for automated processing, and this can be used to apply enhanced quality assurance and localization services.

 Content Intelligence in Action: Recent Client Experiences

Provide a walkthrough of different client projects where the MCM and supporting content technologies and standards (including DITA) have been leveraged to address important aspects of content intelligence. The opportunity will be taken to speak to the benefits being sought (and/or realized) in these projects.

 Operationalizing Content Intelligence

Introduce the organizational investments needed to make intelligent content and content intelligence a part of day-to-day operations within an organization. Some of the implementation, sustainment, and oversight functions of content operations will be touched upon, as well as the people and politics side of a successful content intelligence program.

What Our Students Say

Principal of a Content Consulting and Training Organization

"Anybody in content could benefit from having a better understanding of how the relationships work across the enterprise and how having a coherent Master Content Model® would be helpful to everyone."

Senior Content Designer at a Global Financial Services Firm

"The Content Intelligence Framework is extremely applicable; from tomorrow you can start putting steps in place that will get you to your nirvana of content intelligence."

Director at an Enterprise Content Management Platforms Company

"Everyone from creatives, to documentation, to executives that are striving towards digital transformation but don't know how to articulate or make that effect, this is a really powerful tool to get there."

Director of Content and Strategy at a Digital Marketing Agency

"It connected all of the things I had been learning in a flow that made sense, and told me how to incrementally get to where I know myself, my organization, and our clients need to go."

Enroll Today

Purchasing a license to the [A]cademy Cornerstones of Content Intelligence Video-Learning Course gives you access to a series of bite-sized, video-based modules that walk you through the anatomy of a Content Intelligence program at your own pace. The course is designed to start with fundamental concepts and building blocks, and move on to more advanced material as the course progresses.

Bulk license purchase options are also available for larger group enterprise training. Contact [A] at to learn about the opportunities for your company or organization.

Learners will also enjoy a variety of carefully curated resources to accompany each course module for deeper and continued learning, as well as valuable insights shared by [A]’s top content intelligence strategy leaders with decades of combined experience. The course will cover a variety of topics, including:

  • The current state of Content Intelligence in the enterprise
  • Clear definitions of core concepts and language surrounding Content Intelligence
  • The key building blocks and benefits of a Content Intelligence program
  • The difference between Content Strategy and Content Engineering
  • An in-depth look at content modeling and the Master Content Model®
  • The role that structure, semantics, and metadata play in Content Intelligence
  • How to develop a Master Semantic Model and Master Metadata Model
  • Why Open Content Standards are so important
  • A tour of recent case studies to demonstrate Content intelligence in practice

The knowledge and perspective delivered in the course has tremendous value and impact for enterprise publishing teams. For live onsite events, [A] produces enterprise workshops at $25,000 or more. Now, learners can get the same insight, and a new way of looking at content for $1,495 per license.

Take the most important step towards content intelligence by investing in the core knowledge. Start moving from chunky, page-based content to an ecosystem of content modules assembled for omnichannel customer experiences. Order licenses for you and your team today.