The Paradox of Content Liberation:
More Structure means More Freedom
From a content management perspective, semantic content is more structured, richer in meaning and more “aware” its own meaning. It is also more flexible and free. The structure that defines the meaning and properties of content is what allows it to be re-used, referenced and shared across boundaries. It can be reconfigured, enhanced and adapted for different purposes, and different media, then linked to other content. It’s also findable with greater accuracy and speed. This is liberated content.
In this environment, the audience experience changes. Readers can navigate more accurately and quickly. Related content recommendations are actually meaningful when based on an understanding of story and context, rather than simplistic keyword matches. Topic hubs form rapidly and link to relevant knowledge bases.
Yet beyond all these technological capabilities, what difference do semantics make to the business? Can semantics be monetized? Are they a source of competitive advantage in the frantic struggle for ad dollars and audience attention? Join our discussion to learn the answers.
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Key Questions for Publishing Businesses:
- What does it mean to "liberate" your content?
- How does more structure allow more freedom?
- Are there business models for semantic content?
- How do production and editorial processes change?
- Do you know where your content is and how it got there? Do you even need to know?
- How do you retain branding?
- Digital rights Issues
- Where do the resources come from?
- What happens to audience experience?
- How well do you understand the unique value proposition of your brand?
- In the future, what will distinguish good publishers from great ones?
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Sponsored by Razorfish
The Semantic Publishing track at SemTech is sponsored and led by Razorfish. At the beginning of May, Razorfish will publish Nimble, an original research report on the future of publishing.
As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences.
Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients’ business needs, such as launching new products, repositioning a brand or participating in the social world.
Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience.
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