What is adaptive content?

Adaptive content is a content strategy technique designed to support meaningful, personalised, interactions and content across all channels. Whether they’re private consumers, enterprise buyers or the various audiences that are internal to your organisation (for example, customer service reps, sales staff, and marketers), users want personalised content in diverse contexts.

Adaptive content multipart article series

To extend and add depth to the discussion in the marketplace, we’ve published a series of articles about adaptive content. This content complements our Adaptive content modelling workshop and our Content design: Journeys & models workshop.

Adaptive content as an omnichannel imperative

The article “Adaptive Content: The Omnichannel Technique You Need to Implement” was published on the Content Marketing Institute (CMI) blog. An introduction to adaptive content, the post is accessible to everyone, including executives, managers, and nonpractitioners who take an interest in multi- or omnichannel personalisation. It looks at why omnichannel personalisation pushes us to adopt adaptive content, and why half-hearted or poorly conceived multichannel efforts – those using traditional, nonadaptive content – are in fact worse than doing nothing.

The article

• defines omnichannel, multichannel, and adaptive content
• discusses how these content strategy techniques change our view of digital user experience, and
• examines how these techniques are essential to optimising user experiences, content strategies, and content marketing efforts.

Adjusting your content strategy for adaptive content personalisation

The 5 Ws of adaptive content: a new look at making content contextually appropriate, also published on the CMI blog, is targeted at upper and middle management, team leaders, and implementers. It asserts that we have to rethink content work and content consumers if we’re going to do adaptive properly.

Assuming you’ve decided to go adaptive and omnichannel, the article offers a five W’s (who, what, when, where, why) approach to help you

• properly plan and implement adaptive content and an omnichannel strategy
• embed the solution and strategy in your organisation, and
• make the processes repeatable.