It was early February 2014. I was super proud of myself because I had just finished the entire agenda for Content Marketing World 2014, still seven months out.
As I sat back, looking at the organized Post-It® notes that became the final speaker lineup, I started to count the number of content marketing projects and case studies that actually positioned content as an asset for the company. How many of these projects could scale? How many of these content projects could be easily reused by other divisions or departments? How many could be repurposed without major human intervention? How many could even be found after the campaign was over? Sadly, there weren’t many.
That was the exact moment when I knew that this industry had to start moving in another direction.
Sometimes timing works, sometimes it doesn’t. In this case, the timing was perfect. Just a few weeks later I had the opportunity to keynote the sixth annual Intelligent Content Conference(ICC) on the west coast. My friends Scott Abel and Ann Rockley, who planned the event, invited me to talk about how content marketing and intelligent content needed to start playing nice with each other. Little did I know this would be a life-changing activity.
The Evolution of Content Marketing Will Include Intelligent Content
