The impact of ‘smart content’ and metadata from creation to distribution

Abstract

The concept of smart content is not new – although interpretation and execution may vary. For more than a decade, it has been accepted as a means for completing customer tasks and fulfilling customer needs, and is produced by turning content into data using semantic technologies. For every piece of content, there are two audiences – internal creators looking to reuse and repurpose and engage – and external users wishing to find and discover in an information-laden world. To enable content to fill both purposes, it is important to create a thorough content model that analyses all content assets and the elements within them. By turning unstructured content into structured ‘data’, the machine can now serve the most relevant content to audiences. This paper will look at how smart content is impacting the media and entertainment industries, and discuss how enterprise marketing departments can use smart content to increase user engagement while significantly reducing overhead.