For decades, we have aspired to deliver the right content in the right format and touchpoint at the right time to the right customers. But, the data needed to drive it often lagged behind our aspirations. We have been stuck in a cocoon of delays, indefinitely held in an awkward state somewhere between caterpillar and butterfly. But, today, data and technology have largely caught up to our aspirations. It’s time to break free of our cocoon and fly. This presentation will explain how putting data into a system of content intelligence makes content delivery decisions smarter, more efficient–and ultimately more effective. • learn what content intelligence is and why it’s beneficial • discover a 3-step process for establishing content intelligence • see examples of using content intelligence to elevate content delivery This presentation was given at Information Development World on May 16, 2017 Don’t miss our upcoming event, Information Development World: Creating Machine-Ready Content to be held on November 28-30, 2017. http://www.informationdevelopmentworld.com

1. Transform Content Delivery
with Content Intelligence
#worksmarternotharder

3. SINCE 2000, MORE THAN HALF
OF THE FORTUNE 500 HAVE
DISAPPEARED.
3

4. WE’RE LIVING IN A DIFFERENT BUSINESS ERA.
• Digital
• Subscription
1970s
PRODUCT
CENTRIC
1990s
PRODUCT +
SERVICES
CENTRIC
2000s
CUSTOMER
CENTRIC
Today
RELATIONSHIP
CENTRIC
4

5. Customers now
expect the right
content at the right
time regardless of
channel.
Thought
leadership
Buying
research
Sales
guidance
Brand
awareness +
affinity
GET
CUSTOMERS
5
Content marketing spend will
exceed $300 billion by 2019.
- PQ Media

6. Customers now
expect the right
content at the right
time regardless of
channel—for the
ENTIRE customer
relationship.
Thought
leadership
Buying
research
Sales
guidance
Brand
awareness +
affinity
KEEP CUSTOMERS
GET
CUSTOMERS
Customer
service
Personalized
recommendations
Personalized
wow
moments
Technical
support
Education +
adoption
Advice + best
practices
6
Content marketing spend will
exceed $300 billion by 2019.
- PQ Media

7. 50-FOLD GROWTH
2010-2020
(Exabytes)
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
40,000
30,000
20,000
10,000
IS THE CHALLENGE CREATING CONTENT?
The indexed web contains at
least 4.6 billion pages.
-World Wide Web Size
From now until 2020, the digital
universe will about double every
two years.
- IDC
7

8. THE CHALLENGE IS DELIVERING CONTENT EFFECTIVELY.
“Companies need to create a supply chain of
increasingly sophisticated and interactive
content to feed consumer demand for information
and engagement.”
“To thrive in digital business, content leaders must
marshal a great diversity of content, at a high
level of granularity, from a broad range of sources.”
“87% of B2B marketers say they struggle to
develop compelling content.”

9. CONTENT
STRATEGY
OLD WORLD
NO STRATEGY
Ad hoc creation Department silos Duplicate effort
Inconsistent
information
Manual creation,
workflows, + reporting
Poor content
experience
No differentiation
Misalignment with
business goals + technology
NEW WORLD
9

10. CONTENT
STRATEGY
OLD WORLD
#playtowin
NO STRATEGY
• Strategic assessment
• Visioning
• Roadmap
Ad hoc creation Department silos Duplicate effort
Inconsistent
information
Manual creation,
workflows, + reporting
Poor content
experience
No differentiation
Misalignment with
business goals + technology
NEW WORLD
INTEGRATED CONTENT STRATEGY ALIGNED WITH GOALS
Competitive analysis Customer journey definition Content mapping
Content lifecycle, workflow, +
template definition
Content modeling +
engineering
Delightful content
experience
Advanced automation +
machine learning
Content reuse
+ curation
10

11. VAGUE VANITY METRICS
Volume
(More People)
Page Views Satisfaction
Little Context
Fragmented Data
Low Actionability Not Specific
to Content
11
OLD WORLD
NEW WORLD
CONTENT
INTELLIGENCE

12. #datadrivessuccess
VAGUE VANITY METRICS
• Content effectiveness
• Voice of content
Volume
(More People)
Page Views Satisfaction
Little Context
Fragmented Data
Low Actionability Not Specific
to Content
ACTIONABLE CONTENT INSIGHTS
ALIGNED WITH DIGITAL BUSINESS GOALS
Quality
(The Right
People)
Content Effectiveness
Score
Voice of Customer
About Content
Content
Engagement Shareable Data
Actionable Insights Dashboards +
Aggregators
12
OLD WORLD
NEW WORLD
CONTENT
INTELLIGENCE

13. IT’S TIME TO TRANSFORM CONTENT DELIVERY.
13
“By 2018, companies fully invested in online personalization
WILL OUTSELL COMPANIES THAT HAVE NOT BY 30+%”
Gartner
CONTENT
STRATEGY
CONTENT
INTELLIGENCE
DYNAMIC +
PERSONALIZED
DELIVERY

14. DYNAMIC EXPERIENCES
14
“There are 33 million
versions of Netflix.”
Joris Evers, Director of
Global Communications

15. 15
Netflix algorithms factor
this data and more into
content delivery.
• When you pause, rewind, or fast forward
• What day you watch content (Netflix has found people watch TV
shows during the week and movies during the weekend.)
• The date you watch
• What time you watch content
• Where you watch (zip code)
• What device you use to watch (Do you like to use your tablet for
TV shows and your Roku for movies? Do people access the Just
for Kids feature more on their iPads, etc.?)
• When you pause and leave content (and if you ever come back)
• The ratings given (about 4 million per day)
• Searches (about 3 million per day)
• Browsing and scrolling behavior
• Screen shots to look at “in the moment” characteristics such as
volume, colors, scenery
DYNAMIC EXPERIENCES

16. PERSONALIZED SUGGESTIONS + RESPONSES
16
16

17. PERSONALIZED SUGGESTIONS + RESPONSES
17
17

18. PERSONALIZED WOW MOMENTS
18
Even small
businesses can
deliver delight.

19. YOUR DELIVERY SYSTEM NEEDS AN INTELLIGENCE SYSTEM
SALESMARKETING SERVICE SUPPORT
CONTENT MGT + DELIVERY
AI CMS* DAM*
ALIGN*
EXPERIENCE VISION + STRATEGY EXPERIENCE OPTIMIZATION
Design Analysis + Strategy
Content Analysis + Strategy*
Machine Testing +
Learning*
EXPERIENCE PLANNING + IMPLEMENTATION
Content
Engineering*
IA + UX
Content Creation
or Curation*
Impact Assessment *
Deploy /
Publish

20. YOUR DELIVERY SYSTEM NEEDS AN INTELLIGENCE SYSTEM
Analytics VoC Inquiries
Profile +
Settings
SALESMARKETING SERVICE SUPPORT
CONTENT INTELLIGENCE CONTENT MGT + DELIVERY CONTENT INTELLIGENCE
ALIGN
AI CMS DAM
ALIGN ALIGN
EXPERIENCE VISION + STRATEGY EXPERIENCE OPTIMIZATION
Design Analysis + Strategy
Content Analysis + Strategy*
Machine Testing +
Learning*
EXPERIENCE PLANNING + IMPLEMENTATION
Content
Engineering*
IA + UX
Content Creation
or Curation*
Impact Assessment *
Deploy /
Publish
Analytics VoC Inquiries
Profile +
Settings

21. 3-STEP PROCESS TO START CONTENT INTELLIGENCE
1
Ask
Alan Segal
VP, Analytics +
Audience Development
Going through the data mining
process and asking the right
questions is the hardest part.
With seemingly unlimited data and
finite time, narrowing the scope to
yield meaningful answers is critical.
Does Your Content Work?

22. 2
Collect +
Analyze
3
Interpret + Act
1
Ask
3-STEP PROCESS TO START CONTENT INTELLIGENCE