Content Personalisation Workshop: Adaptive Content Modelling

Adaptive content modelling for omnichannel delivery

Location & date options Attendee feedback Outline Who should come? Pricing & hosting

Workshop abstract

One of today’s most daunting content delivery challenges is adapting your message for personalised, even context-specific distribution, on a diverse array of target devices and channels. This session will teach a proven methodology to analyse, enrich and structure your content to help authors create omnichannel, personalisation and automation-ready content. Content modelling is the backbone of an omnichannel content strategy. This session will show you how it’s done, and connect the dots between personalisation, semantic content, content reuse, responsive design, omnichannel and multichannel delivery and user experience.

Single-source, omnichannel content – also known as “Single source of truth” or “CODA (create once, deliver anywhere)” content – is no longer a pipe dream, it’s an imperative. Companies of all sizes, are looking for content that can be personalised and then delivered to the browser, available for reuse, and accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners –  even in wearable technologies. All this should improve the experience of users, and of course, benefit the organisations that serve them. Adaptive content unifies all these concepts and makes such a paradigm possible.

This practical session will show you why you want and need to have adaptive content structures to optimise user experience today. Its hands-on introductory exercises will help you model your own content in a future-proof way.

Locations & dates you can join

  • EuroIA Conference 2017, Stockholm/ Sweden: ‘Modelling adaptive content for multiple channels’ Sept 29, 09:00-13:00.

Why not host one?

You can contact us online about hosting one at your offices or email Elodie Eudier at

Contact us

Previous session feedback

  • “The levels of professionalism, expertise, skill, and personal attention to detail were at a much higher level than any previous course I have attended” – Head of Content, Global Top 20 Bank
  • “Found the session really engaging, I feel I learnt a lot and the exercises really helped to illustrate the concepts. Noz is great” – Content Production Manager, Global Top 20 Bank
  • “I enjoyed the challenge to think outside the box and be honest about where our audience have pain points throughout their journeys while interacting with us” – Content Stakeholder, Global Top 20 Pharma Company
  • “This session will allow me to break down current content much more confidently into a format and method of delivery that benefits the audience” – 2016 session participant (finance industry)
  • “Noz is one of the best informed consultants in the industry, and his content personalisation workshop offers practical, timely guidance that enables organisations of all sizes to have omnichannel impact with their content investments” – Content Strategist, Microsoft
  • “I found my session with Noz educational, stimulating, and relevant to my work. It was a perfect match for fulfilling our needs for improving our current content model and will be great for developing a shared understanding of how we use it in our organisation” – Søren Weimann, Napatech


Market context and business pressures

  • Key concepts: Multidevice, Multichannel, Multi-screening, Omnichannel, Internet of Things, Personalisation, Contextualisation, Taxonomy, Metadata
  • Content in four dimensions – Rethinking how content is perceived by customers today. Planning for geographic, device, time, context and person-specific delivery.
  • The format collapse: content everywhere is the only remaining option


  • COPE systems – what do they look like?
  • What is semantic content modelling?
  • Where does metadata and structure come in?
  • Semantics and SEO – how Google is pushing us all down the semantic route
  • Personas, taxonomies and adaptive content
  • Modular information products
  • Adaptive content and the user experience

Exercises (spread across both days)

  • Developing a four-dimensional persona
  • Breaking up traditional content and modelling semantically
  • Making content adaptive with taxonomy mapping
  • Breaking down organisational silos: sharing adaptive content

Learning objectives

What people will walk away with:

  • A solid sense of what structured, semantic content actually is and its relationship to adaptive content, multichannel, and UX.
  • A grounding in the key concepts required to approach semantic content modelling.
  • The knowledge that their content is already more structured than they realize.

Noz Delivering Workshop

Note: Laptops recommended. This session will include hands-on exercises.

Who should come?

This session is highly cross-functional and can be applied a variety of digital marketing and commercial communications, technical communications (e.g. HTML5 / DITA / modular content) and content marketing.

  • Communicators of all kinds, but specifically marketing communicators, technical communicators and user experience specialists
  • Content marketers concerned about creating content at scale for a feasible cost
  • Managers keen to have a deeper understanding of the process and challenge of going multi or omnichannel
  • Staff responsible for taking content from unstructured and generic content and preparing it for personalised delivery in applications, online, across social media, wearable devices and more.

The session helps address managing content personalisation and contexualisation against consistency, and good user experience across formats and channels like print, mobile apps, social, and desktop web. It is one of the few workshop sessions available on the market that can future-proof attendees who want to prepare for advanced paradigms like wearable devices, multi-screen interactions, embedded user assistance, augmented reality and more.

Pricing & session hosting

Pricing for this session depends on the duration and date. Versions of the session range from 1 day to 2 days.

See when and where we have scheduled upcoming sessions.

If you have any questions contact Elodie Eudier:

Could you host a session?

We are always looking for new workshop venues in Europe and North America. If you would like to host an open session at your event, or in your offices in exchange for special host benefits and discounts, contact us!

Additional Feedback

(on this and other Urbina Consulting Workshops)

“Noz presented a challenging topic in a fun and accessible way. Job well done.”
– Confab 2014 participant (adaptive content modelling)

 “The quality of tuition was second to none.”
– Rachel Johnston, Mekon Ltd.

“Noz and Mark both extremely knowledgeable and helpful, especially with “hands on” help with the exercises”
– Mark Dunn, Oxford University Press (on joint-led workshop with Mark Poston)

Related resources

Adaptive Content Article Series

Read on our blog

Webinar: Bath Content Strategy Meet-up

Watch now on Vimeo

The Biological Imperative for Intelligent Content Slides (ICC2014)

View slides on Slideshare

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© Urbina Consulting 2014.