Looking at content analytics through the lens of business strategists, end users and research scientists, Jeff Fried, the CTO at BA-Insight presented us with What Business Innovators Need to Know about Content Analytics.
First thing first: Content is exploding! It’s a findability problem that is changing everything. It’s not a matter of not knowing how to find information, it’s more about all the different places where information lives. Over the past 5 years, the business landscape has changed dramatically. Now, traffic, ads and information mash ups are a part of emerging ecosystems.
With so much information, our goals have shifted. Jeff says that while we work to flatten the haystack faster, we should also work to grow the needle.
From mobile applications to social search capabilities, access to information is vast, but its necessity and value is born out of four components:
- Social media content
- Trends/group insight
Thanks to social behavior, like recommendations and reviews, finding information is made better. The cyclical force of consumption, connection and creation has made authoring and collaboration simpler. Additionally, as social behavior affects the relevance of information, it makes social behavior better.
Before organizations can even begin to employ semantic technologies there are many complexities to sort out. What is the problem? Why do you need to solve it? What will be improved?
But as companies sort out those questions, analysts ask What is semantic technology? What do we mean? Furthermore, semantic technology, no matter how it’s defined is an imperfect science, reliant on realistic expectations because human language is messy and complex. However, relationships provide better answers. But it’s not just about content, it’s about contextual relationships, which show the bigger picture while narrowing results.
Semantics is not a holy grail, but its power can be harnessed to provide extraordinary and useful solutions. It can’t be applied the same way, nor should it be a cookie-cutter solution. But by being able to figure out what matters, it can help guide your content strategy.
In order to grow smart content, smart gardening is required. Knowing how to cultivate and curate what you have can provide great insights and innovations as you evolve.