A startling 80% of companies claim that embracement is a key component of their success. Meanwhile, 46% of consumers would happily purchase from a company that provides a good – not even great – personalized experience.
This idea is the new kid on the block. For the purpose of this post, we’ll look at it from a twofold perspective. Adaptive content is a combination of:
- Using personalization to enhance the customer experience, and
- Preparing content for delivery across multiple platforms.
These two facets of the term work together to create a complete, well-rounded experience. By implementing it in your content strategy, you’ll turbo-charge your ability to build awareness, trust and engagement with prospects and existing customers.
Adaptive Content Provides a Personalized Experience
Every channel, device and scenario serve as puzzle pieces that make up the consumer journey. If you look at the hundreds of pieces individually, they don’t make much sense. But if you join them together, you can see the whole image clearly.
In content marketing, it’s time that we start looking at the big picture.
This happens through the development and implementation of a comprehensive content strategy. Your strategy should provide enough insight into the mind of the customer that you’re able to determine a clear direction for embracement
The 5 Elements of Adaptive Content
Before we get any further into the nitty-gritty of adaptive content strategy, I want to talk about the elements you’ll want to look for during the initiative.
Five elements of adaptive content that are critical to your success:-
- Reusable Content – Develop content that you can use on multiple platforms. You also want the ability to create similar content in different formats to reach a wider variety of prospective customers.
- Structured Content – Create small chunks of content that can easily be consumed on multiple devices, regardless of their size.
- Presentation-Independent Content – This is the bare bones of your piece. It’s the raw content without ornate or ostentatious formatting.
- Meaningful Metadata – This hidden data quickly describes the purpose and intent of the content. This helps for easy interpretation by your viewers, as well as enhanced parsing by the search engines.
- Usable CMS Interfaces – Ultimately, you want a simple, functioning system that makes the delivery of all of the above elements possible.
1. Create Personas for Your Ideal Audience
Who is your audience?
It’s one of the first questions any content developer should ask themselves. Building a strong persona helps you properly cater to them. And that kind of attention can transform the casual visitor into a brand ambassador.
Before you can create effective adaptive content, you must understand your audience.
Step 1: Delve into an analysis of their goals, challenges and pain points. This will help you determine how to best distribute your content.
Step 2: Create complex, situational overviews of their needs. Get started by answering these questions about each type of audience member.
- Who does the audience currently go to to consume a similar product or service?
- Who would refer them to you?
- Who do they speak to that may also express interest in your brand?
- What kind of mood are they in when they find your company?
- What devices are they using?
- What interests do they have?
- Why should they use your brand at all?
Step 3: Conduct primary research that brings even deeper insight. You can gather deeper information through things like:
- Interviewing members of your target audience.
- Teaching clients through interactive workshops.
- Surveying a broad group of audience members.
Ultimately, the research you’ll conduct depends on your specific situation. Focus your efforts on creating a unique approach based on your audience, their needs and the type of business you run.
2. Determine the Best Type of Content
What content best supports your audience?
Too many people have a narrow mindset when it comes to content. They only think of it in terms of written messages or multimedia assets. And while both of those are important components, adaptive content comes from a much higher level of thinking.
To understand what type of content works best, you’ll develop a distinct two-step workflow. These steps take you through research, architecture, development, testing, optimization and a high-powered launch. Once you’ve accomplished it, you’ll know what kind of content works:
- Create in-depth personas and use cases.
- Strategically launch, debug and refine the content.
3. Establish Your Adaptive Characteristics
When should you actually adapt content?
By its very nature, adaptive content must adapt. That means, it needs to change based on certain characteristics of the individual audience member.
Step 1: Select the characteristics you’ll use to trigger adaptive content. A few options include:
- Their current physical location.
- The date or time of day.
- What channel brought them to your content.
- Recent purchase history from your company.
- Where they’re at in the buying cycle.
4. Consider the Challenges of Different Devices
Where will you display the content?
Determine how you will visually represent your content, and what effect this will have on your content across different devices.
What looks good on a desktop can cause an unfavorable experience in mobile. With the rise of responsive web design, marketers are seeing the harsh reality of poor strategic presentation.
5. Define Your Reason for Investment
Why are you investing in adaptive content.
You need to build a strong business case for adaptive content. It requires a vast investment of time and resources, so it’s important to understand and apply customer research data.
Build a business case for the executives involved in the decision-making process. You have to justify its benefit for your organization’s specific needs and goals, as well as show how adaptive content truly connects all the pieces of the marketing puzzle together.