The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Alex Masycheff

Alex Masycheff is CEO of Intuillion Ltd. ( that develops solutions for creating, managing, and delivering product content in scale.

Alex has been in the content industry for 28+ years. He lead implementation of XML-based solutions in many companies, including Kodak, Siemens, Netgear, and EMC.

Alex believes that the key to leveraging the value of the product content is in combination of semantically rich structured content, automation, and artificial intelligence.



No One Puts New Wine into Old Wineskins: Best Practices for Implementing Your Content Management and Content Automation Initiatives

The Gospel of Luke is very clear about bringing new ideas to the old world: “And no one puts new wine into old wineskins; or else the new wine will burst the wineskins and be spilled, and the wineskins will be ruined. But new wine must be put into new wineskins, and both are preserved.”
The same can be said about new ways to manage and deliver content. Combine a new technology with an old content, and customer’s experience will be ruined.
At this session, we are going to talk about the lessons we’ve learned when implementing content management and content delivery solutions at companies in various industries, including manufacturing, automotive, and aerospace.


In this session, attendees will learn:

  • What happens when companies try to wrap old content into a new technology without redesigning content.
  • How your content should change.
  • What you should take into account when migrating to a new technology, from content granularity to language to cross-references.
  • What roles are required to support implementation of a new technology, and what their responsibilities should be.
  • Why content should be validated before it’s delivered to customers and what approaches to content validation exist.