A selection of the highest-impact Content Intelligence educational materials from [A], curated to empower content leaders and teams in 2021.
Here at [A], we learned a lot from the swiftly changing content landscape in 2020. With massive changes to the workplace, travel and consumer habits, the demand for responsive, intelligent content has only grown. Each new day, more content professionals are waking up to the invisible world of content.
[A] has continued to dedicate resources and educational material to help others navigate and discover this vast, valuable world. To this end, here is [A]’s annual updated collection of the most popular and valuable content intelligence resources from the [A] Treasury.
Content intelligence approaches, tools, and best practices captured by [A] will prove invaluable as content owners and organizations build momentum toward transforming publishing further into the 2020s. Benefit from the tips and workflows in these resources, gained through client engagements, online events, and leading practices.
- Training: Cornerstones of Content Intelligence Video-Learning Course - This course, filmed live and polished into a powerful series, features deep insights into the [A] Content Intelligence Framework, the Content Services Organization, the Master Content Model®, architectural patterns, content supply chain dynamics, and new Content Operating Models. Watch video sessions as your schedule permits, and use the accompanying downloadable materials for reference and continued learning. As the debut offering from the [A]cademy, the course covers the foundational pieces of Content Intelligence. While more courses are in development for the [A]cademy’s catalog, tailored workshops are available for organizations of any size.
- Whitepaper: In the [A] Guide to the Content Services Organization, we cover a framework for orchestrating next-generation customer experiences with multidisciplinary collaboration across the practices of content strategy, content engineering, and content operations. Learn how this practice of combined disciplines can help you keep abreast of the omnichannel content explosion.
- Whitepaper: Our updated Content Modeling Resource Guide V1.0 provides a useful collection of whitepapers, articles, webinars, roundtables, videos and slide materials centered on Content Modeling and related topics. A major portion of this white paper is a collection of slides from key presentations, giving you an “at a glance” visual guide to important concepts around content modeling.
- Video Series: The Invisible World of Content -- This series is for anyone that works with content across any organizational function. It's meant to be accessible to executives, directors, managers, developers, and designers in a way that we hope will bridge all the worlds that interact with content. Let's explore the layers of information and knowledge that make us all smarter. Together, let's dive into the invisible world of content. Learn more about the series here.
- Article Series: Engineering Content for Intelligent Customer Experiences -- In this series, we explore and reveal the critical importance of content engineering to ensure effective, seamless customer experiences (CX.)
- Key Ingredients for Intelligent Customer Experience - Cruce Saunders sets the stage for why content engineering is essential to good CX, and gives a brief overview of each of the 8 guest-written articles.
- Content Engineering and the Next-Generation of Intelligent Customer Experience -- Defines Intelligent Customer Experience (ICX) and its five main characteristics: omnichannel, contextual, fluid, automated, and conversational. Discover the essential role of content engineering and why personalized experiences are assembled, not made.
- Content Engineer: Roles and Responsibilities -- Ann Rockley focuses on defining the role of content engineers and why they are necessary to complement and complete modern content teams. Rockley sums up a content engineer’s role succinctly: “As a content engineer you may not be at the front of the stage, but you will be in the center of the action.”
- Follow Your North Star to a Successful Content Engineering Team -- Carolyn Swift-Muschott provides useful advice on how to build a content engineering team, starting with identifying qualified talent that you may already have on board.
- Engineering Content for Superior Search Performance: Introducing Structured Data-- Aaron Bradley covers why it is essential to engineer content that is optimized (via structure) for both human and machine consumption. Practical uses of schema.org are included in the mix.
- Want Personalization? Start with Content Engineering -- Lisa Trager shares actual use-case scenarios to share essential building blocks to help any organization build a strong foundation for managing complex and ever-growing content challenges.
- The Roles of Standards and Governance in Engineering Content for Multichannel Distribution-- Ulrike Parson reveals how standards help us deliver small content modules that show only the content that users need at a particular moment in time in a particular context.
- Autonomous Agile Teams and Enterprise Content Strategy: An Impossible Combination? -- Tom Johnson covers strategies for reconciling larger needs for enterprise content strategy with software development models where agile dominates as the norm.
- Product Answers: Engineering Content for Freshness -- Megan Gilhooly maintains that maintaining freshness can be quite complex. Luckily, a well-thought content architecture, with modular topics and appropriate reuse, can help.
- Article: Empowering Enterprise Content with Architecture, Engineering, and Value -- in this interview, Cruce Saunders covers topics including:
- The valuation and sponsorship approach for content organizations
- The practice of content engineering, and how it fits into movements towards omnichannel publishing
- The value of content portability across content supply chains
- The role of content APIs in delivering Next-Generation Intelligent Customer Experiences
- Article: What is a Content Services Organization? -- [A] proposes a new solution to content engineering challenges: within the context of a new Content Orchestration Model (COM), form a chartered Content Services Organization (CSO) and empower it with durable leadership in the form of three major practices: Content Strategy, Content Engineering, and Content Operations.
- Article: Activating Omnichannel with Content Intelligence - Noz Urbina, founder of the OmnichannelX conference, interviews Cruce Saunders, covering a range of topics including the difference between omnichannel, multichannel, and cross-channel. “An omnichannel mindset is moving to an endpoint agnostic, versatile set of content that can facilitate customer experiences regardless of the shape and permutation of the surface that the customer interacts with us upon.”
- Webinar: Content Modeling for Search Engine Optimization -- In less than one hour, learn the basics and how models can enhance content workflows, content management systems, and the path to structured data to improve SEO performance. Achieve better content findability, power up omnichannel content reuse, and activate Intelligent Customer Experiences. Start on the path to building an organizational capability to build and manage the content models that drive interactions with any knowledge set.
- Roundtable: Omnichannel Customer Experience Roundtable -- Hear presenters that are the best and the brightest in the field as they share success stories, tell tales of early failures, and explain the techniques used to make omnichannel content orchestration and personalization initiatives work. Continue your education and idea sharing by joining [A]’s Content Order, for free access to exclusive assets.
- Podcast: Towards a Smarter World -- Listen and learn with the [A] podcast. Available in via Apple podcasts, Spotify, Google Music, Podbean, or here on simplea.com, paired with full transcripts and bonus material. Explore a wide-range of topics via interviews with experts that cover Marcomm, Techcomm, Content Engineering, Content Strategy, Content Operations, AI, ML, Knowledge Graphs, and more. Here are the highlighted episodes from this season:
- Podcast: Content Taxonomy: The Key to Better Customer Experience -- Michael Priestley, IBM information architect, discuss the human element of content taxonomy. How can a company create a content organizational structure that’s useful to the user, and what can we do to motivate the use of that structure across silos? Learn how to build excellent customer experiences at a massive scale while also keeping things user-focused.
- Podcast: Making Content Strategy Tangible -- Carrie Hane shares strategies on how to have effective discussions and tangible results across silos to build content intelligently. Listen to her perspective on keeping the human element prominent in content strategy.
- Podcast: Digital Policy: Powering Operations, Innovation, and Velocity -- Kristina Podnar, the author of The Power of Digital Policy, explains why policy is not a burden, but a freedom that allows you to create compliant content within safe guidelines. She shares actual case study examples, such as a client who decreased a critical publishing window from 21 days, down to only 3 days.
- Podcast: Graph Databases: The Path from Relational Big Data to the Future -- Gaja Krishna Vaidyanatha draws on his 28 years of experience to provide guidelines on how graph databases provide a workable path from relational big data to future solutions. “Build the architecture so that you can change the backend database from relational, to NoSQL, to whatever else may come tomorrow.
- Podcast: Unifying Technical Content Sets into a Broader Ecosystem -- In this revealing interview, Tom Johnson of 'I'd Rather Be Writing' shares his experience in working with Docs-as-Code and leveraging technical content sets.
These resources will guide content leaders as organizations strive to deliver evolving Intelligent Customer Experiences further into this decade. [A] is dedicated to supporting every step of the process. Working with a mix of the largest enterprises and most innovative mid-market organizations, [A] provides the Strategy, Platform Engineering, Content Engineering, and Operations services
necessary to deliver next-generation Intelligent Customer Experiences.
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The Content Order
is a new, complimentary, membership program hosted by [A] for anyone invested in the future of content. As enterprise content publishers work towards omnichannel ICX, we need to overhaul our content ecosystems including massive changes across people, process, and technology. The new order of content intelligence has been driven by educated leaders working hard to achieve a new way of working with content, enterprise knowledge, and customer experiences.
[A] is the Content Intelligence Service
. In partnership with leading global enterprises, [A] orchestrates content intelligence systems that unify people, processes, and technology for omnichannel publishing and real-time personalized customer experiences at scale.