Mayo Clinic & [A] Jointly Present at ICC 2018

Mayo Clinic & [A] Jointly Present at ICC 2018

"Unifying Multichannel Publishing with a Core Content Model™ at Mayo Clinic"

03/22, 9:30 AM
Las Vegas, NV

March 22, at the Intelligent Content Conference 2018 in Las Vegas, the Mayo Clinic's Jay Maxwell ( and [A]'s founder Cruce Saunders ( will jointly present a case study demonstrating the power of content engineering and intelligent content best practices to unify and orchestrate content.

Learn how the Mayo Clinic and [A] worked together to apply smart content engineering methodologies across dozens of content repositories housed in multiple silos to position Mayo as a market-leading creator and distributor of trusted health guidance and information.

Attendees will learn how, by using a Core Content Model™ (CCM), the teams applied standards for authoring, management, and publishing from multiple sources through to many consumption channels including enabling a new approach to content syndication and licensing.

Attendee takeaways will include:

  • How Mayo Clinic and [A] leveraged content engineering disciplines to build a solution framework for the development and management of intelligent, semantically-rich, content optimized for delivery via content APIs.
  • A walk through the Core Content Model™ (CCM) development, including reviewing the content lifecycle process models and highlighting the roles of different content types plus their representative states.
  • An understanding of the challenges facing knowledge and content-rich organizations, and the benefits of building a Core Content Model™ (CCM).
  • Overview of targeted outcomes including: optimized shared resources via a standard structure for all content assets; movement of assets easily between business units, applications, and published products; content asset reuse; ability to build new information products assembled from existing content assets; and content assets designed for chatbots and other AI-assisted support tools.

More About Intelligent Content Conference

03/19/2018 - 03/21/2018
Las Vegas, NV
The Intelligent Content Conference is put on by The Content Marketing Institute Intelligent Content Conference (ICC),is an annual gathering of the best & brightest content professionals on the planet.

About Intelligent Content Conference

The Intelligent Content Conference was founded by Ann Rockley, President of The Rockley Group and co-produced by Scott Abel, The Content Wrangler. In June of 2014 Content Marketing Institute acquired ICC with the goal of taking ICC and awareness around intelligent content to the next level. 

The Intelligent Content Conference features knowledgeable and engaging speakers delivering two full days of presentations, case studies, and panel discussions. Topics covered include: Content Strategy (Structured Content, Analytics, ROI, Metadata, SEO and Globalization), Planning and Governance, Team and Organizational Structure, Content Management Systems and Workflow, Content Engineering, Responsive Design and Multi-Channel Content Delivery, Tools/Technology and Technical Requirements Needed, Content Optimization and Conversion Techniques, and Where Content Strategy and Content Marketing Fit Together. 

Jay Maxwell

In his role as senior director of health information, Mr. Maxwell oversees content development for Mayo Clinic’s Global Business Solutions. Jay has nearly three decades of publishing experience in web, mobile, print and broadcast channels. He has led large and diverse teams in both for-profit and non-profit organizations. As a journalist, Jay has served on a state chapter of the Society of Professional Journalists (SPJ) and has been a recipient of SPJ’s Sigma Delta Chi Award. johnjaymaxwell

Cruce Saunders

Founder and principal at [A] and author of Content Engineering for a Multi-Channel World, Cruce brings more than 20 years of experience focused on content delivery technology. His team has delivered more than 300 successful digital and content engineering engagements. Cruce regularly speaks on omnichannel content, content engineering, content asset valuation, intelligent content, machine learning, chatbots, AI, cognitive systems, customer experience platforms, organizational design and change management, and master content models. [A] operates in the US, Mexico, and Latin America and serves large corporations, governments, associations, NGOs and other complex institutions. @mrcruce