When Content Thinks

“In just a few more years, the current homogenized ‘voice’ of business, the sound of mission statements and brochures, will seem as contrived and artificial as the language of the 18th century French court.” – The Cluetrain Manifesto

It’s exciting to meet so many English majors at the Intelligent Content Conference 2011.

Underneath all the talk of technology, there are far more compelling themes: how can sophisticated tools lead us back to human-to-human communication? How do old-school arts like rhetoric, critical thinking, communications, and marketing play out once we leave behind the paradigm of the linear book – and then leave behind also the static Web site and the content management system as mere repository?

I’ve worked in many organizations that call their manuals and statements “living documents”, by which they mean that these pieces are written over and over again by multiple authors, with clarity and purpose deteriorating further with every iteration. Fascinating that automated content promises to be less robotic than some of what we read now.

A couple of today’s presenters spoke of content intelligent enough to announce itself when new pieces appear that should repurpose it. A new frontier.



so nice to meet you this week! re: majors — we didn’t get to that. i am…duhduhDUH!!!!…a medieval french lit major, still recovering.

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