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The technology simply doesn't know what the content's actually about, or how it works. It's just content. Mashed potatoes.
The same applies to marketers across the business. That great video explainer that got made two years ago during another CMO's tenure? It may as well be a little portion of mashed potatoes buried under a mountain of other mashed potatoes.
Enough of the metaphor. You get it.
Content intelligence changes all that. It is technology that helps content understand itself - what it's about, how it speaks, how effective it is at accomplishing certain goals, what emotions it calls to mind, etc.
Ryan Skinner looks at the importance of "content intelligence."