Next week we’re off to sunny Las Vegas. While you might think we’re going to play the slots or to take in a couple of shows, we’ve actually set our sights on something even better: the Intelligent Content Conference (ICC). If you’re not familiar with the ICC, it’s the only conference we’re aware of that’s all about content strategy. You know, things such as scaling your content, harnessing the right technologies, repurposing and reusing content, and delivering it to the right people at just the right time.

According to the conference website, the goal of the three-day event is to help marketers move away from the typical copy and paste mentality and embrace a “format-free, modular, and single-source approach to content creation and distribution.”

Say what? The site goes on to explain:

If you’re still hand-crafting content for each individual channel, device and audience segment, you’re doing it wrong. More importantly, you’re locking your content up in silos, hiding it from those who need it. And, you’re making it nearly impossible for those who want it to find it, to use it, to repurpose it, and to share it with others. That’s a huge mistake. It not only prevents you from reaching new audiences, but it also prevents you from becoming the lean, mean, content-producing machine you need to be in today’s hyper-connected global marketplace.

That’s a real mouthful.

Basically, this conference is all about being smarter with your content — whether you’re a marketer or in tech docs — and following the lead of pioneering companies such as Google, IBM, and Cisco Systems. They and others have been real innovators when it comes to creating content that’s more intelligent and agile. Content that’s not only valuable and compelling, but also engineered to attract, acquire, and engage a clearly defined target audience.

We’re proud to be a part of this event both as a sponsor and by having our very own Dr. Andrew Bredenkamp as a participant in a panel discussion. His session, titled “The Best Tools for Multi-Channel Publishing,” will be held next Tuesday, March 8. If you’re interested in checking it out, here’s a brief description:

Intelligent content projects are most commonly driven by the need to optimize content production — to produce more content, in more formats, with less effort and expense. These multi-channel publishing projects are the low-hanging fruit of intelligent content strategy. But, as organizations mature and intelligent content becomes the norm, capabilities expand.

Attend this problem-focused discussion of the top issues marketers face when considering a move to intelligent content. Our panelists will discuss four of the biggest challenges marketers face today and suggest practical ways of overcoming them with technology.

Spoiler alert: Those big challenges are consumer expectations and consistency, scale and velocity, agile content development, and creating personalized content experiences.

So if you’re lucky enough to be in Vegas next week, stop by and check out Andrew’s panel. As for the rest of you, we’ll be sharing the highlights from that discussion in a future blog post. Stay tuned!