What Is A Content Transformation

What Is A Content Transformation

As businesses evolve globally, content transformation is used to give access to dynamic and relevant content to customers anywhere at any time. Content transformation is the seamless transfer between physical and digital media of content, often legacy stored in business repositories.

Technological innovation has changed the way people access and interact with information daily. The days of paper trails are in the past and today’s audience expects content that is:

– Personalized

– Omnichannel delivery

– Available in any format/language

– Instantaneous

The demands of the audience have placed user experience at the core of digital transformation and therefore content transformation efforts. For businesses, it is not enough to transform into digital formats for the mere understanding of “content”.

True content transformation happens at a “context” level for businesses. Technology tools like content analytics platforms are used in content transformation to adjust, change, and dramatically improve content.

Content Transformation Benefits

Given the importance of user experience in content transformation, it is important to understand how unstructured data provides unprecedented insight into a user’s mindsets.

Converting Unstructured Data To Knowledge 

Intrinsically, data has no value until you understand it. When you understand it, it becomes knowledge that can be used in action. Content analytics takes information and converts it to knowledge. For example, a content analytics platform can take a large paper document and convert it to knowledge by identifying keywords or dictionary terms.

Prioritizing Information

By adding weight to dictionary terms, it tells you how important the content is in the document. Once the document is broken down into manageable pieces, the reader can gain more insight into the text. It reduces the complexity of the content which improves the ROI of the content.

Content that performs well is ready for content transformation. The ultimate form of content transformation uses a combination of machine conversion and human expertise.

Content Risk Analysis

Another use case for the benefit of content analytics platform in content transformation is risk analysis:

– A user can create a dictionary of risk terms and weigh them to compare multiple agreements for which one has the lowest risk.

– By assessing risk, a business can mitigate difficult risks that pose a financial or legal threat.

– The benefit of having weighted risk is that it reduces the level of subjectivity in the assessment.

Decision Making

When a business needs the content to do more but not cost more it invests in content transformation.

For example, for knowledge insights, you can use a compliance matrix to divide the knowledge up and give it to people to address those areas.

Decision Making Example:

– Take an RFP for building a ship, there are different components of a ship that need to be put together to make a complete vessel.

– The scenario can be used to have more decision-making with the shipbuilding process.

– What are the risks with these requirements as far as legal and engineering for tolerances and backup systems?

– Using content analytics helps you make decisions in your approach and avoid making costly mistakes.

The Content Transformation Process


Content transformation capabilities are distinct in the two areas of knowledge and decision-making. There are differences when it comes to the players in the game. Decision-making is typically relegated to the middle to upper management and knowledge is made at the director level. In small companies, upper management does both knowledge mining and decision-making.


Once the right person for content transformation is identified, the right tools are chosen for services. For example, in the Content Analytics Platform (CAP), the QC Readability capability is helpful in content transformation. It helps you identify an area of the document that is poorly written and guides how to rewrite them for clarity.

Document differences, another capability of the CAP compares the differences between two pieces of content. A useful capability when you are dealing with legacy documents and multiple versions or drafts of documents as part of a larger digital transformation initiative.

Content Transformation Vs. Digital Transformation

Digital transformation vs. content transformation is to think of digital transformation as unlocking the potential of a business and content transformation as unlocking the potential of content. At the core of a successful digital transformation is an effective content transformation practice.

Digital Transformation

Digital transformation is a process that happens over several years in a business. It happens by using the right tools and targeting the right content that is useful and relevant to the customers. A business leverages content transformation as a part of the overall digital transformation strategy.

Digital Transformation Benefits

As a result of a successful digital transformation, a business can have:

– Better sales

– Better services

– Improved customer experience

– Better personalization

What Industries Utilize Content Transformation

Content transformation can be used by any industry that has a collection of unstructured data and normalizes it into a structure that provides either knowledge or decision making. Thousands and thousands of business areas can innovate using content transformation to take legacy content and make it more digestible and relevant to the customer. By targeting the right audience, these industries from marketing to tech can sustain long-term growth, become more user-centric and encourage innovation.

The Future of Content Analytics

In today’s competitive business landscape, content transformation is a necessary component of an effective digital transformation. Digital transformation is the bridge between legacy content and the future of doing business.

As the future of content analytics continually grows in terms of insights into knowledge so will the power of content transformation. In the future, decision-making will be partly automated and partly reliant on human beings.

It will be a part of a different workflow process for businesses that enhance human capabilities and cognition with technology. As a result of content transformation, in the future, the content will become more customized and responsive to the audience. It will anticipate their needs with data-driven insights and hyper-personalize the message to enhance the relationship between the business and its customers.

The CAP and Customization

At Scion Analytics, the CAP is at the forefront of the content analytics industry with customization capabilities. For example, a user can customize the output of the CAP when an artifact is being generated with tasks or applications.

This capability is unique to the CAP in the industry and has many benefits for business insights. Rather than a static output, the CAP gives the user the ability to define what they want to do. A single user with the ability to customize content analytics output contributes to building uniformity and consistency in teams. Having uniform teams contributes to the enterprise-wide success in improving systems and processes needed to scale.