For years now, publishers have created metadata which is nothing more than "data about data". It's the data that describes an artifact or piece of data. Typical metadata for a journal article would be the title, author, volume and issue.
Taking traditional metadata one step further is Intelligent Content. This is the emerging practice of enriching the content with information or metadata that allows the content to become adaptable to varying users, technology, output format, and purpose. This adaptability is often managed automatically by the publishing systems. For example, if content is published both electronically and in print, the intelligent content is able to tell the publishing systems to include video, audio and other rich media to the online edition. But intelligent content is not just about output format. Through the use of this metadata the content can be customized to fit the intended audience. Scott Abell in his Content Wrangler blog describes it this way:
"By adding intelligence to the content, you can have it do the formatting work for you, on-demand, only when it’s needed. That’s the smart way of providing the right content, to the right people, in the right format, at the right time, in the right language."The possibilities are endless.
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