The Invisible World of Content — Coming to YouTube — Subscribe for New Episode Alerts

In the content industry, we often focus on educating content professionals. But as many of [A] clients and peers have realized over the years, real change in content systems is an organic, holistic process.

Creating customer experiences from content involves the wider ecosystem outside of content teams. Moving towards responsive, context-aware experiences creates even more interdependence on others. Every time content touches a system, process, channel, or interface…we need to collaborate. In customer experiences driven by content and creative we are never alone! …

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How will customer experiences become intelligent, flexible, and capable of personalization? Content.

Content drives all digital customer experience (CX). Whether clunky and single channel, or fluid and omnichannel — none of us touch or interact with any organization or software without content as a mediator of the experience.

And yet, most organizations are trying to change customer experience without looking after the energy that powers all of it: the content itself.

Current-era intelligent customer experiences drive effortless interactions with organizations in a lot of ways:

  • recommending the ‘next best’ content to customers, Netflix-style
  • proactive pushing useful content, instead of requiring the customer to dig many levels to find what they need, or…

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Augmented Reality(AR) will more than likely touch each of our professional lives, and influence the content we develop, in the foreseeable future. Investing a bit of time to evaluate how AR may impact our customer-experiences is likely worth some near-term thinking.

If we determine AR will matter, then we should start thinking through how content flows into these new three-dimensional experiences. When we develop plans to intelligently address this upcoming content output from the beginning, we will help head off creating content silos in the process.

AR will likely play a significant role in future customer experiences involving our products…

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The world of content groans, heaves, and strains vocally under the onslaught of furious change.

It’s not just an incremental maturation that’s happening. It’s not something as amorphous as transformation. We all feel the change in every workflow, every system, and every process. It’s a sea change, and it’s coming at us faster than ever before.

As leaders within large-scale organizations, we engage with our prospects and customers through channels which seem to change on a monthly basis. …

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What Is the Semantic Web?

The Semantic Web is the knowledge graph formed by combining connected, Linked Data with intelligent content to facilitate machine understanding and processing of content, metadata, and other information objects at scale.

The Semantic Web leads to smarter, more effortless customer experiences by giving content the ability to understand and present itself in the most useful forms matched to a customer’s need. Semantic standards unlock a crucial evolution of the web towards intelligence that allows the content we post online to be presented in a way that can be understood, connected, and remixed by machines.

Semantic Web content structures form an…

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As technology evolves and the content landscape becomes more crowded, users are gravitating toward chatbots as the next form of search and personalized customer service. Recognizing this is no passing trend, and businesses across all industries are jumping to meet these expectations.

According to new research from Juniper, banking, healthcare, social, eCommerce, and retail organizations saved $20 million this year using chatbots for customer service. The trend is expected to continue with $8 billion savings per year by 2022, making accessibility and versatility ever more paramount for content producers.

In Part I we talked about the increasing demand for chatbots…

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Without realizing it, content marketers have progressively worked to make our content behave more like a chatbot for years. Every personalization, automation, customization, and segmentation innovation has been enacted to deliver engaging, personally-tailored content directly to the user. Our strategies, tools, platforms, and architectures have been moving more and more towards real-time content suited to exactly what our customer needs to experience right now.

Recently, the maturity of chatbot applications and machine learning has given us an entirely new angle to approach real time, personalized customer experiences. Chatbots are the ultimate culmination of the universal content accessibility and personalization effort.

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Content engineering involves organizing the shape, structure and application of intelligent content. The promise of personalized digital customer experiences can only be realized through intelligent content that’s atomic and can be reused in multiple contexts and channels. Intelligent content is only possible through engineering.

Content engineering opens the door to a personal, cognitive, more human era.

The practice of content engineering involves content modeling, metadata, microdata markup, schema and taxonomy. These disciplines help to connect the dots between content strategy and development and between marketing and IT.

Content engineering transforms old-school content management into true customer experience management (CEM). Adopting…

Gratitude at Age 40

Wherein I share some reflections about some of the gratitude I feel, even if perhaps overly wordy or sentimental, while turning the wheel past the 40 mark today. I’m so very grateful.

For family, whose love and presence, whose pain and suffering, shared in a circle, fuel joy and growth, hurt, experience, and aliveness.

For loneliness and solitude, wherein the infinite and the abyss come together.

For friends and peers, who inspire, cajole, translate, celebrate and teach by virtue of walking the same craggy paths in life, but with wholly different vistas.

For mentors and teachers…

Val Swisher in a short video opens a discussion about the nature of intelligent content in marketing, and proposes that new tools might be the answer. I agree, but think we are not quite there yet.

The abstract tools exist in the marketing content stack, within CEM platforms. We can, for example, with Kentico, Sitecore, Drupal, and Hippo and others create structured content types, taxonomy relationships, enrich with custom metadata. We can align those with DITA information types and public schemas. We can hack together ways to publish structured content with markup that’s as rich and intelligent as back office…

Cruce Saunders

Founder of [A] (, content engineering author & speaker. Topics: content systems, customer experience, strategy, digital transformation, AI

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