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Cornerstones of Content Intelligence
Get leading-edge expertise that makes you an industry leader

We need smarter ways to manage content.

Content is created, managed, and deployed at a relentless pace. But current systems can’t withstand the chaos. Working harder isn’t a solution that scales. It’s time to work smarter.

The smarter way to work? Content Intelligence. Cornerstones of Content Intelligence bring innovative insights so your team works smarter. Learn how to revolutionize your team’s approach to effortlessly deliver great content across every channel and to every customer.


Course Outline

  • 1Introduction to Content Intelligence
  • 2The Anatomy of a Content Intelligence Program
  • 3Architecture of a Content Intelligence System
  • 4Introduction to Content Engineering
  • 5Introduction to the Master Content Model®
  • 6The Master Content Model in Practice
  • 7The Relationship of Structure and Semantics
  • 8The Master Semantic Model in Practice
  • 9The Role of Open Content Standards
  • 10Content Intelligence in Action
  • 11Operationalizing Content Intelligence
  • 12Wrap-up for Content Intelligence

What do you get?

11 modules
Watch videos that build on each other

Proven concepts
Discover what the top brands already learned

World-class thinkers
Taught by experienced experts in this field

Career growth
Lead the pack with content intelligence

Learn how to make content work for you.

Most organizations structure their content in clunky, disorganized ways. This creates chaos, stress, and poor customer experience. Cornerstones of Content Intelligence reveals practical steps to better organize content so you are more efficient and more effective.


Learn what these brands already know


What Our Students Say

"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."

Frequently Asked Questions

What if this isn’t right for me?

[A] provides quality instruction to benefit learners. If not 100% satisfied with the [A]cademy, request a full refund at within 30 days of course release.

What if we need more licenses for our whole team?

For enterprise teams training five (5) or more learners, contact to ask about bulk course discounts.

What do I learn?

Through the 11 modules, you learn the principles of content intelligence. These insights equip you to stand out above the competition.

Who is this for?

This course is ideal for any role in digital marketing, content marketing, content architecture, customer service, or customer success. Your title likely includes director or manager, or you’re another digital professional managing mountains of content on a regular basis. Whether you’re established in your career or ready for a transition, this course gives you the insights needed to be an industry leader.

Who is this not for?

This course isn’t a good fit for organizations with only one or two channels and no content diversity. It’s also not meant for c-suite, executives, or senior leaders (Click here for our short course for executives). This content is meant to help those on the ground accelerate their success.

What’s in the modules?

 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.


Where is this content from?

[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.

Is this like machine learning or artificial intelligence?

No. Content Intelligence shows you how to get content to explicitly represent its meaning so machines can use it better for humans. Unlike AI, we start with the content first, then use AI or machine learning to accelerate effectiveness.

What Our Students Say

"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."

Course Highlights

Hours of Video Material
Core Concepts
Supporting Resources

Meet Your Instructors

Cruce Saunders

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 executive levels.

Joe Gollner

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.

Alan Porter

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.

Kathleen Gollner

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.

It’s time for a better way to manage content.

The world of content is changing, and the pace will only get faster.

Keep doing it the same way and get left behind. Or you lead the future by unlocking the power of content intelligence. Those who understand where the world is headed become indispensable. Get Cornerstones of Content Intelligence today and prepare for a career that leads the pack.

Not sure if this is right for you? Buy the Preview course for just $119.

In addition to offering a money-back guarantee*, [A] is also offering a low-cost preview course for just $119, so you can sample a taste of the course. If the preview course inspires you to take the whole course, the $119 cost will be applied to the purchase price of the full course license. Purchase the Preview Course with a secure PayPal payment to get a glimpse into the full Cornerstones of Content Intelligence Video-Learning Course.

* One lifetime refund per person under this policy. Refunds will be made by the same method as purchase and will be issued within 60 days of the request.