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What is smart content?

Image courtesy of Raymond Bryson via Creative Commons/Attribution license.

Image courtesy of Raymond Bryson via Creative Commons/Attribution license.

People often ask us, “What is smart content?”

While it’s true that our news is intelligently crafted, that’s not what we mean when we boast of the power of smart content.  Intelligently written news loses its purpose if it is never discovered. News loses its function if, once discovered, it can’t be accessed. And it falls short of its potential if the user can’t weigh its relevance and its relationship to other news.

Smart content overcomes these obstacles. We like to think of smart content as news that is almost self-aware. Unlike traditional text or video that can only be understood by its consumer — and not by the systems that deliver it — smart content inherently knows what it is about before a consumer ever sees it. It knows also when and where it is located, how relevant it is, how it may reach different audiences, and how those audiences may customize the content or locate related information. Smart content is not dependent upon a search engine to be found — although search engines can certainly help.

Smart content ideally transcends all media: It can be consumed via desktop browser, mobile device, database search, e-mail, projector, or printout.

To summarize:

  • Smart content is audio-visual-textual information made inherently relevant to specific audiences through diverse avenues of reception.
  • The technology of smart content connects a business or consumer to the most meaningful information that is available.
  • The format of smart content adapts to diverse delivery methods.
  • Smart content can be easily customized or personalized by businesses and consumers.

For more insight into the essence of smart content, we recommend:
What Constitutes “Intelligent Content”? Interview with Ann Rockley