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Understanding Intelligent Content

Understanding Intelligent Content

Updated June 2021

There are two reasons why it’s time to take a hard look at the content you have on your website. The first is the steadily increasing percentage of online inquiries that are voice searches. PricewaterhouseCoopers reports that 71% of consumers prefer voice search over typing out their inquiry, and as smart speaker ownership continues to increase throughout the US, owners of these nifty devices are using them every single day. The second factor involves chatbots, which have been proving their worth as a viable customer service and sales channel.

“The purpose of an intelligent content strategy is to get maximum value from the content you create.”

Voice searches and chatbots both depend on the content you provide to do what they do. Neither technology can generate answers on its own.  At the recent Intelligent Content Conference, Cruce Saunders, a multi-channel content expert, spoke about what companies need to do to have the necessary content in place.

Rather than custom-creating content for every communication channel, Saunders recommends using intelligent content. Intelligent content is content that’s not limited to one purpose, technology, or output. This doesn’t mean creating one master document of answers that are cut and pasted in response to every vaguely relevant question. Instead, it makes business sense to reuse answers to customer questions from a unified set of content modules delivered across channels: chatbots, product documentation, training, marketing materials, and so on.

This sounds wonderful in theory, but how does it work in practice? Though 47% of organizations plan to implement chatbots for customer support services, most companies have a great deal of content in place that was generated absent an understanding of intelligent content. No one was writing for chatbots before chatbots were created. Google didn’t introduce voice search until 2011. This means that for many organizations, before an intelligent content strategy can be adopted, there’s a real need for an internal content audit.

An internal content audit reveals what types of content exist, what format it’s in, and its applicability to current business needs. It’s also important for the business owner to know what types of questions their customers ask most often. Generating this list can reveal areas where new content needs to be generated, or existing content needs to be corrected or updated.

The purpose of an intelligent content strategy is to get maximum value from the content you create. This doesn’t mean you get to stop creating new content – Google still considered the frequency of new content as a major ranking factor – but it does mean your content creation efforts can be more targeted and efficient.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office