The document discusses intelligent content and content enrichment. Intelligent content is defined as content that is structurally rich and semantically categorized, allowing it to be automatically discoverable, reusable, reconfigurable, and adaptable. The document explores when and how much content authors should be involved in enriching content versus relying on automation. It also discusses different tools that can help with content enrichment and intelligent strategies.

1. “Adding meaning and mobility to content”
1
How Things Work:
A Manager’s Guide to
Creating Intelligent Content
MICHAEL BOSES

2. Creating Intelligent Content
2
What Happens When We Go Home?
Content strategy never implemented
is like a tree falling in the forest that
no one hears…
This session is designed to help you
find practical ways to implement
your content strategy.

3. What is Intelligent Content?
3
— Ann Rockley
“Content that is structurally rich and semantically
categorized, and is therefore automatically
discoverable, reusable, reconfigurable, and
adaptable.”1
1Managing Enterprise Content Second Edition Page 16

4. What is Intelligent Content?
4
— Technologist’s Definition
“Additions to unstructured data that superimpose
a specified encoding of structure, semantics, and
processing expectations in support of software
automation.”

5. What is Intelligent Content?
5
— Minimalist Definition
Your content
plus
information added to aid automation.

6. The Difference Between:
6
— Intelligent Content
— Adaptive Content
— Clean Content
— Content Intelligence

7. Understanding the Difference
7
Intelligent Content vs. Content Intelligence
Writer à Content à Automation à Goal

8. Once Upon a Time
8
Got it.
M ake this
bold! Not adding intelligence
Warning:
to content can cause undesirable
results.

9. Along Came the Computer
9
I put those
little bold Got it.
thingies in
there…
^b Warning: Not adding intelligence
to content can cause undesirable
results. ^b

10. The Computer Got Smarter
10
Hey, I didn’ If it starts w
t have to ith
do anything “Warning”
! I always
make it bol
d..
Warning: Not adding
intelligence to content can cause
undesirable results.

11. But Not that Smart
11
Wow, you’r How was I
e not nearly sup
as smart as to know it w posed
I thought. as a
Where’s the warning?
bold?
Not adding intelligence to content can
cause undesirable results.

12. So Along Came XML
12
Lay off, wo
How come uld you?
I have to do They are as
all the work king for a
? Where’s lot of stuff…
that
^b thing wh
en I need
it?
<warning>Not adding intelligence to
content can cause undesirable
results. </warning>

13. How Much Enrichment?
13
— Today XML tools can hide all the technology
— Identifying structure and semantics still takes effort
— When should it be the author’s effort?
Warnings go in bold… Should the writer do
and get a star in the margin… the work to automate
and go in the list of warnings… all of this?
and go to legal before we publish…
— and must have a link to an explanation…
and must be reviewed for updates monthly…
— Writers want relevant enrichment
¡ They prefer automation but are willing to help
¡ Everything not relevant should be fully automated
¡ Content Intelligence is the key to doing this

14. Why Content Gets Enriched
14
Structure Semantics Process Relationship Platform Lifecycle
Enriched Enriched Enriched Enriched Enriched Enriched
Structure Needed for Want to keep up What is more Getting on Shorter
allows search with important: multiple development
predictable relevance, Engineering & content or content platforms is times,
processing, targeting Manufacturing? relationships? easy. more languages,
reuse, and personas, and and now crowd-
delivery. highly Automated Every page is The challenge is sourcing.
personalized processes are the connected… the unique
content only way! experience each Content can
delivery. platform should change almost
have. daily.

15. Tools to Get it Done
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— Standalone tools
— Word Plugins
— Browser Plugins
— Demonstration of available tools and DIY methods

16. Should You Do it Yourself?
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— What’s Realistic — What’s Not
— Single simple document — Generalized document
— Simple Enrichment goals — Vast Enrichment goals
¡ Author relevant ¡ Extra work/no value
¡ Fit logical blocks ¡ Long narrative
¡ Minimal inline ¡ Large amount of inline

17. Conclusion
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— Strategies must be implemented
— Intelligent Content is essential
— Author interaction is just one way to get it
— Make it easy and relevant for authors
— Automate content enrichment where you can