By MICHELE LINN
In a few of the interviews I have done recently, people have asked some variation of the question: What gets you most excited about content marketing these days?
While I’m constantly interested in and thinking about content, one of the ideas that excites me most is intelligent content and the conversation that surrounds it.
Yes, it may seem like the company line, as Content Marketing Institute recently purchased Intelligent Content Conference, but I’ll be honest. When I heard the acquisition news, I wasn’t all that excited. I thought the topic of intelligent content would be boring – not to mention that it wasn’t immediately evident to me how it tied in with content marketing. And, to be even more frank, I was a bit hesitant to dive into a world that I thought would be very technical and heavily focused on things like DITA and XML.
But you know what? The more reading I do and the more I talk to people, the more excited I become. Yes, I’m a content nerd by nature, but I truly believe that intelligent content is “next generation content marketing.” It’s an ideal way to get smarter about the content we spend so much time and money to produce.
Intelligent content addresses a key content marketing challenge
Before we delve into what I find so fascinating about intelligent content, I think it’s important to understand why CMI is so passionate about this evolution. Joe Pulizzi recently shared:
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