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Foreword

Foreword

Ann Rockley has been talking about content strategy and intelligent content for over a decade. Why haven’t the rest of us been talking about it, too?

Perhaps Ann’s vision of content as a business asset was simply ahead of its time. Maybe the idea of “intelligent content”—content that’s free from the constraints of a document or page, and therefore free to adapt to any context or platform—didn’t seem as applicable to our challenges as, say, a website redesign or migrating to a new content management system. Of course, none of our tactics seem to have solved the core challenge enterprises have faced: ineffective, poorly organized, and laborious content processes.

So here we are, stuck with the same challenges we had last year, and the year before that, and the year before—you get the picture. On top of it all, we’re dealing with the constant introduction of new platforms where we need to (or should) make content available to our customers. There are countless new opportunities to deliver the right content, to the right people, in the right place, and at the right time. How can we take advantage of them without starting from scratch?


  

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