Cruce Saunders

Cruce Saunders

As founder and principal at [A] and author of Content Engineering for a Multi-Channel World, Cruce Saunders bring more than 20 years of experience focused on content delivery technology. His team has delivered more than 300 successful digital and content engineering engagements. Cruce regularly speaks on multichannel marketing, content engineering, content asset valuation, intelligent content, machine learning, AI, cognitive systems, customer experience platforms, and digital maturity. [A] operates in the US, Mexico, and Latin America and serves large corporations, governments, associations, NGOs and other complex institutions.

What Chatbots Can Do When You Engineer Content for Them


Industry analysts predict chatbots and intelligent assistants will soon overtake traditional web interfaces as the primary consumer touchpoint. Analysts predict these new delivery channels will either replace or augment mobile apps, and completely transform customer service. Are you ready?

Adding a chatbot to the mix of content delivery channels can boost return on investment of existing content, decrease sales cycles, improve conversions, and reduce customer service costs—all while improving customer satisfaction. Adding a chatbot to your content delivery strategy can also increase content production complexity, decreasing the risk that you’ll produce incongruent content across multiple channels. But, with a proper content strategy—and little content engineering—you can safely extend your existing content repositories and confidently deliver the right content to those who need it on the delivery channel of their preference.

Join Cruce Saunders, founder, and principal at [A] and author of Content Engineering for a Multi-Channel World, as he discusses how to engineer content for chatbots and voice interfaces. You’ll learn how chatbots give customer service and other Q&A content new interactive life, and why you might need structured, semantically rich content to efficiently deliver consistent customer experiences. You’ll leave with a solid understanding of chatbot basics: content requirements, components, and construction. And you’ll discover why it’s a best practice to adopt a future-proof content model that will support both chatbots and other content delivery channels.


[Mini-Workshop] Introduction to Building CMS-Driven Chatbots with Intelligent Content


As technology evolves and the content landscape becomes more crowded, users are gravitating toward channels that deliver precise information across any device on demand.

According to a survey by Oracle, 80% of 800 chief marketing officers, chief strategy officers, senior marketers, and senior sales executives surveyed, reported they already use or plan to use chatbots by 2020.

Join Cruce Saunders, founder and principal at [A] ( and author of Content Engineering for a Multi-Channel World, and senior content engineer Beth Weaving of [A], for a hands-on, mini-workshop introducing steps content owners can take to build chatbots that interact with existing content sets using the flexible power of intelligent, structured content.

You’ll learn the basic requirements for feeding a chatbot the content you already have. You’ll discover best practices for bot-driven content delivery, and you’ll leave with a clear understanding of the role structured content and content modeling play in helping you scale chatbot content delivery.

Basics Requirements for Building a Bot with the Content You Already Have

  • How to recognize and leverage structured, bot-relevant content in customer documentation, online help, FAQs, and knowledge base applications to power one or more chatbots.
  • The various types of chatbots and the value each serves as an engagement tool and content channel.
  • Basic chatbot content requirements, components and construction.
  • How interactive content can reside alongside traditional content
  • How to source AI-Driven content from the CMS and extend existing content repositories.
  • How a real-life API.AI and a native CMS was structured and built.


Structured Content and Content Modeling Best Practices for Bot-Driven Content Delivery:

  • The basics of content modeling for multichannel publishing to chatbots
  • Content architectures that support multichannel delivery to chatbots and other forms of interactive content applications
  • The advantages of a master content model and how interactive content fits in
  • Practical ways to integrate chatbot components into CMS structured content types including intents, responses, and entities.
  • How taxonomy figures into chatbot content discovery and recommendations
  • Resources for further exploration and implementation


Build the ability to:

  • Begin single-sourcing intelligent content out to interactive channels
  • Future-proof content by building a chatbot-ready content model
  • Communicate requirements and content delivery systems architecture ideas to technical stakeholders


Activities will include:

  • Simple exercises to help discover structured Q&A content that can be leveraged for chatbots in existing content sets across unstructured FAQs, knowledge management, customer service, and documentation.
  • Interactive content modeling session, focused on models that support interactive bot content elements and attributes