Adaptive content for omnichannel delivery
On his podcast Insert Content Here, Jeff Eaton talks to Noz Urbina about the role of adaptive content in an omnichannel strategy.
In this episode, Jeff Eaton talks to Content Strategist Noz Urbina about adaptive content and the changing face of customer engagement. What does ‘omnichannel’ mean? Is it more than a buzzword? What steps can organizations take to prepare for it? Spoiler alert: It all relies on well-modeled content. … Along the way, they discuss the storied history of structured content, the challenge of effective content personalization, and the existential horror of old-school WYSIWYG editors.
According to Noz, if you want to tackle omnichannel experiences and personalisation, you’re going to need more structure and flexibility in your content assets. In fact, newer content delivery channels require nicely structured, accurately tagged, adaptive content. AI, chatbots, apps, and augmented and virtual reality won’t function well if machines can’t process their content.
The good news is there are techniques that companies have been using for years that can be applied. There are also grades of adoption of new techniques so you can start progressing to more-advanced content environments.
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