Adaptive content is a content strategy technique designed to support meaningful, personalized interactions across all channels. It is content that is conceived, planned and developed around the customers: their context, their mood, their goals. This definition isn’t device- (or even technology-) specific. Adaptive content can cover all content, on all channels.

The urgency of supporting personalization that considers multiple channels is apparent from stats like this:

• 94% of businesses say personalization is key to success (Source)
• 48% of shoppers say they’d like to use a phone to shop while in stores (Source)

Every business model is impacted. We’re now in a multi-channel world where all consumers want tailored delivery.

As we explore adaptive content’s very significant potential, we will also define and contextualize omni-channel content strategy.Continue Reading

In a recent CMI post, I explored the omni-channel technique of adaptive content. As a follow-up, I wanted to dive a bit more deeply into the changes marketers and content strategists will need to make, in terms of how we think about and plan our content models and content marketing strategies to actually make them adaptive.Continue Reading