In the Experience Age, consumers expect much more from brands than they have in the past. Once they’ve enjoyed an exceptional customer experience, they become intolerant of confusing, irrelevant, and inconsistent content. Brands that recognize this fact and deliver exceptional content experiences across all customer touchpoint will be rewarded with loyalty.
In order to deliver exceptional content experiences, savvy brands are taking a critical look at how they create, manage, and deliver content. And, what they’re finding is that the approaches they’ve relied on for decades can no longer meet current and future business needs.
Enter intelligent content. Content with superpowers. Content that is designed to dynamically adapt to meet customer needs. It’s content that is digital, data-driven, and dynamic. It’s digital in that it is designed and built for a connected world. It is data-driven in that can be connected to — and integrated with — enterprise data resources. And, it’s dynamic in that it can automatically respond to individual customer needs.
This slide deck is from my opening keynote presentation at the Intelligent Content Conference in San Francisco, March 2015. My goal was to explore the need for intelligent content in the Experience Age. If I did my job correctly, attendees learned why exceptional experiences matter, why our current content production processes are insufficient, how they damage brand and customer experience, and what some companies are doing to overcome traditional publishing roadblocks.
The deck is loaded with tweetable moments, statistics, and quotes from experts. I hope you find it useful. Please let me know your thoughts.