Chapter 2. Intelligent content
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. It’s only with intelligent content that it becomes possible to talk about a sustainable enterprise content strategy. Automation can be used to minimize the time, effort, and money needed to apply a good content strategy. However, automation doesn’t just happen; content must be consciously designed to support it. An intelligent, unified content strategy establishes 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.
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