<s>
Content	B-General_Concept
engineering	I-General_Concept
is	O
a	O
term	O
applied	O
to	O
an	O
engineering	O
specialty	O
dealing	O
with	O
the	O
complexities	O
around	O
the	O
use	O
of	O
content	O
in	O
computer-facilitated	O
environments	O
.	O
</s>
<s>
Content	O
authoring	O
and	O
production	O
,	O
content	B-Protocol
management	I-Protocol
,	O
content	O
modeling	O
,	O
content	O
conversion	O
,	O
and	O
content	O
use	O
and	O
repurposing	O
are	O
all	O
areas	O
involving	O
this	O
practice	O
.	O
</s>
<s>
It	B-General_Concept
is	O
not	O
a	O
specialty	O
with	O
wide	O
industry	O
recognition	O
and	O
is	O
often	O
performed	O
on	O
an	O
ad	O
hoc	O
basis	O
by	O
members	O
of	O
software	O
development	O
or	O
content	O
production	O
or	O
marketing	O
staff	O
,	O
but	O
is	O
beginning	O
to	O
be	O
recognized	O
as	O
a	O
necessary	O
function	O
in	O
any	O
complex	O
content-centric	O
project	O
involving	O
both	O
content	O
production	O
as	O
well	O
as	O
software	O
system	O
development	O
mainly	O
involving	O
content	B-Protocol
management	I-Protocol
systems	I-Protocol
(	O
CMS	O
)	O
or	O
digital	O
experience	O
platforms	O
(	O
DXP	O
)	O
.	O
</s>
<s>
Content	B-General_Concept
engineering	I-General_Concept
tends	O
to	O
bridge	O
the	O
gap	O
between	O
groups	O
involved	O
in	O
the	O
production	O
of	O
content	O
(	O
publishing	O
and	O
editorial	O
staff	O
,	O
marketing	O
,	O
sales	O
,	O
human	O
resources	O
)	O
and	O
more	O
technologically	O
oriented	O
departments	O
such	O
as	O
software	O
development	O
,	O
or	O
IT	B-General_Concept
that	O
put	O
this	O
content	O
to	O
use	O
in	O
web	O
or	O
other	O
software-based	O
environments	O
,	O
and	O
requires	O
an	O
understanding	O
of	O
the	O
issues	O
and	O
processes	O
of	O
both	O
sides	O
.	O
</s>
<s>
Typically	O
,	O
content	B-General_Concept
engineering	I-General_Concept
involves	O
extensive	O
use	O
of	O
embedded	O
XML	B-Protocol
technologies	O
,	O
XML	B-Protocol
being	O
the	O
most	O
widespread	O
language	O
for	O
representing	O
structured	O
content	O
.	O
</s>
<s>
Content	B-Protocol
management	I-Protocol
systems	I-Protocol
are	O
a	O
key	O
technology	O
often	O
used	O
in	O
the	O
practice	O
of	O
content	B-General_Concept
engineering	I-General_Concept
.	O
</s>
<s>
Content	B-General_Concept
engineering	I-General_Concept
is	O
the	O
practice	O
of	O
organizing	O
the	O
shape	O
and	O
structure	O
of	O
content	O
by	O
deploying	O
content	O
and	O
metadata	O
models	O
,	O
in	O
authoring	O
and	O
publishing	O
processes	O
in	O
a	O
manner	O
that	O
meets	O
the	O
requirements	O
of	O
an	O
organization	O
’s	O
Content	O
Strategy	O
,	O
and	O
its	O
implementation	O
through	O
the	O
use	O
of	O
technology	O
such	O
as	O
CMS	O
,	O
XML	B-Protocol
,	O
schema	O
markup	O
,	O
artificial	B-Application
intelligence	I-Application
,	O
APIs	B-General_Concept
and	O
others	O
.	O
</s>
<s>
In	O
very	O
general	O
terms	O
,	O
content	B-General_Concept
engineering	I-General_Concept
practices	O
aim	O
to	O
maximize	O
the	O
ROI	O
of	O
content	O
through	O
content	O
reuse	O
and	O
improving	O
efficiency	O
of	O
content	O
marketing	O
,	O
content	O
operations	O
,	O
content	O
strategy	O
.	O
</s>
<s>
Content	B-General_Concept
engineering	I-General_Concept
can	O
help	O
address	O
content	O
challenges	O
that	O
fairly	O
typical	O
organizations	O
face	O
:	O
</s>
<s>
Content	O
engineers	O
bridge	O
the	O
divide	O
between	O
content	O
strategists	O
and	O
producers	O
and	O
the	O
developers	O
and	O
content	B-Protocol
managers	I-Protocol
who	O
publish	O
and	O
distribute	O
content	O
.	O
</s>
<s>
Rather	O
,	O
he	O
or	O
she	O
looks	O
at	O
the	O
value	O
of	O
the	O
content	O
and	O
how	O
it	B-General_Concept
can	O
best	O
be	O
adapted	O
and	O
personalized	O
to	O
serve	O
customers	O
and	O
emerging	O
content	O
platforms	O
,	O
technologies	O
,	O
and	O
opportunities	O
.	O
</s>
<s>
The	O
marketer	O
and	O
content	O
strategist	O
direct	O
the	O
customer	O
experience	O
itself	O
,	O
and	O
the	O
content	O
engineer	O
makes	O
it	B-General_Concept
happen	O
with	O
content	O
structure	O
,	O
schema	O
,	O
metadata	O
,	O
microdata	O
,	O
taxonomy	O
,	O
and	O
CMS	O
topology	O
.	O
</s>
<s>
Enhance	O
content	B-Protocol
management	I-Protocol
:	O
Develop	O
content	O
structures	O
that	O
make	O
it	B-General_Concept
easier	O
for	O
content	O
writers	O
and	O
content	B-Protocol
managers	I-Protocol
to	O
author	O
to	O
a	O
single	O
,	O
very	O
usable	O
,	O
interface	O
for	O
even	O
complex	O
content	O
types	O
that	O
might	O
contain	O
dozens	O
of	O
elements	O
.	O
</s>
