Semantics has unique benefits for content. Whether polished marketing material or accurate, insightful employee enablement, all audiences gain by quickly finding what they want. Beyond findability, recommendations take individual users to their goals with a minimum of personal data. From pages to personal assistants, reuse metrics to insights, content that connects to core semantics – the real-world ideas and objects it refers to – becomes truly intelligent. Benefits like this don't come from just pushing a button – or can they?