I tried asking the above question to Alexa. She replied, “Hmm…I don’t know that one.”
So I asked Siri. She replied rather coyly, paraphrasing The Hunger Games: “I found these top movies that may match what you’re looking for. And may the odds be ever in your favor.”
I tried one more option: “Hey Google, what is content tech?” Google gave me the Wikipedia definition for content. I clarified by asking about ContentTECH. Google replied, “I don’t know how to help for that.”
Luckily, I do.
As I introduce you to the new ContentTECH Summit, you may ask, “Is content technology different from other martech solutions? Does anyone really need another segmented view of marketing software tools?”
These are questions that, candidly, we at the Content Marketing Institute have been asking ourselves every year since we acquired the Intelligent Content Conference back in 2014.
Four years ago, I had the honor of introducing our idea of Intelligent Content. In that post, I wrote that we had more questions than answers – and that this would be an exploration we’d take together.
At the time, we described our mission this way:
To deliver value to you – the professionals who want to understand the best practices of how to create, manage, deliver, and scale the approach of intelligent content in your business. In short, we will help you develop more efficient and scalable content strategies.
As we’ve evolved, each year of our conference seemed to get better and better. It has attracted the most intimate, impressive, and passionate groups of attendees I’ve ever seen at a conference. The conversations have been deep, geeky, and filled with value.
Over the years, we’ve met with thousands of practitioners and hundreds of new technology companies – those that were making their debut and those preparing to formally introduce themselves to enterprise marketers focused on treating content as a strategic function in their businesses.
And now we think it’s time for further evolution.
After studying attendees’ biggest challenges, goals, and hopes, we realized that senior marketing executives were truly focused on one thing: the effective use of technology that helps create, manage, deliver, and scale enterprise content and marketing.
The term intelligent content has a distinct meaning. Ann Rockley originated and defined the term:
Intelligent content is content that’s structurally rich and semantically categorized, and therefore automatically discoverable, reusable, reconfigurable, and adaptable.
It describes a result of a content strategy, a “beacon” for content marketers and content strategists.
We saw an opportunity to change. We know the time is now.
Our ContentTECH mission is clear: We want to help enterprise marketers create, manage, deliver, and scale enterprise content and marketing. We know the destination, and we are paving the road to get there.
Content, technology, and strategy are evolving rapidly in our hyper-personalized, connected, and increasingly complex marketing environment.
As marketers and content strategists, how do we ensure that our businesses are ready to integrate the latest content and marketing technology innovations – and handle the new challenges and opportunities they may bring?
How do we fill our customers’ needs for epic experiences? How do we embrace chaos and unpredictability in marketing through content and technology?
These are the questions the ContentTECH Summit will attempt to answer each year.
Attendees of ContentTECH will learn from practitioners and experts in content technology and marketing strategy. Both speakers and attendees are trailblazing pioneers who are not just traveling the new content roads – but paving them.
Come to the ContentTECH Summit to learn how new technologies and innovative processes are fundamentally changing what our work will look like in the next two to five years.
What do you need to do today to prepare for tomorrow?
As I said four years ago, this is a grand adventure. The search for intelligent content in the universe is on. Now it’s time for us to figure out how to build, manage, optimize, and harness the technology to get there.
We can’t wait to welcome you to the ContentTECH Summit in San Diego and share three days of great discussions, innovative technology exhibits, and practical advice.
Want to check out ContentTECH in person? Sign up to be notified when ContentTECH Summit registration opens.