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Digest...

Adaptive content was recently defined by Noz Urbina as being “a content strategy technique designed to support meaningful, personalized interactions across all channels.” A website is using adaptive content when it delivers different information to a first-time visitor than it does to a three-time visitor. The knowledge and needs of each visitor are different, meaning the best information presented at that moment is customized.

The most important elements in adaptive content strategy won’t sound too surprising to successful content marketers:

>>  Developing content personas

>>  Understanding the buyer journey

>>  Figuring out the “why” behind implementing personalized content before diving into the “what” and “how”

To figure out the right content mix for each piece of content, consider:

>>  Which personas are relevant for this content

>>  Which stage or stages of the buyer journey (for each persona) would be useful

>>  What content formats will be used for each version

>>  What channels will be used to distribute the content versions

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Digest...

Adaptive content is a content strategy technique designed to support meaningful, personalized, interactions across all channels. The urgency of supporting personalization that considers multiple channels is apparent from stats like 94 percent of businesses saying personalization is key to success, and 48 percent of shoppers saying they’d like to use a phone to shop while in stores. But it’s more than retail and B2C. Every business model is impacted. We’re now in a multi-channel world where all consumers want tailored delivery.

To be successful at delivering a personalized experience in our omni-channel marketplace, adaptive content is a requirement. It is content that is designed for both personalization and delivery across many channels. It’s more than feeding product or content recommendations (e.g., like Amazon or YouTube use), it can be much more than changing some artwork based on user interests, and it has to be far more than reflowing web layouts so they are workable on a specific device (responsive web design).

But the real meat of the content — especially long-form content like articles, marketing descriptions, how-tos, references, procedures, and more — requires that we invest in modeling and structuring our content and processes from the ground up with personalization in mind. Adaptive content is conceived, planned, and developed around the customer. Their context, their mood, their goals. This definition isn’t device- (or even technology-) specific. Adaptive content can cover all content, on all channels.

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