Part 1. The basis of a unified content strategy

1 The basis of a unified content strategy

2 Intelligent content

Content can be considered the lifeblood of an organization; without meaningful content that supports products, services, and business processes, an organization would soon wither away. In Chapter 1, “Content: The lifeblood of an organization,” we explore how to get content out to the right customer at the right time and in the right format. We introduce the concept of a unified content strategy and discuss the implications of what the “content silo trap” can mean for an organization’s success.

One of the challenges facing anyone considering a content strategy, whether on the scale of a single web offering or a global enterprise, is sustainability. In Chapter 2, “Intelligent content,” we discuss how intelligent content supports a unified content strategy. An intelligent unified content strategy doesn’t just happen—it’s the result of a coherent plan under which content will be designed, developed, and deployed to achieve maximum benefit to the customer and the organization while minimizing the cost to the organization.