In recent months, many marketing industry leaders started to throw around the phrase Adaptive Content. What is Adaptive Content? According to the Content Marketing Institute, they define the new jargon word as, “a content strategy technique designed to support meaningful, personalized, interactions across all channels.”
Adaptive content is content that contains adaptations that allow it to be delivered differently for different situations. For example, think about when you are writing a blog such as this one, think about your audience, and the outlet you are sharing said blog. You wouldn’t write a casual status on LinkedIn as you would Facebook. Twitter limits you to 140 characters making the sharing the content differently from the other two social networks mentioned. Adaptive content is constructed around your audience or in B2B situations, your customer.
Another example would be writing about a product on a website. Let’s use LevelTen’s own product, Open Enterprise CMS as a real-world example. What you see on our product page is the what, why, and how much it costs. This is easily produced in print collateral, eBooks, white papers, and can still have the same message as the original webpage. This information can also be seen on both mobile and tablet devices, integrating responsive web design with static content and converting it to adaptive content.
Now that I have covered what adaptive content is, I recently searched the Internet to seek what others in the marketing world had to say about the recent development of adaptive content.
Garret Moon, from Todaymade, wrote a blog titled “Will Your Content Adapt, or Will it Become Extinct?” where he briefly goes over what happens to all the content you have created since following the content marketing movement. Moon follows that by saying no matter how great your content is good or bad, if you to utilize it or distribute it, it will just become extinct. He also highlights another adaptive content pioneers five elements of adaptive content. Those being reusable content, structured content, presentation-independent content, meaningful content, and usable CMS interface. Read more of his article here.
Over at Content Marketing Institute, Kristin Hicks wrote an article on “Why Content Creators Should Care About Adaptive Content”. Hicks goes into detail about adaptive content and how to plan with that in mind. The article lets the readers know about how to personalize content using the content mix matrix and essentially developing a buyer’s persona, but for content. Learn more here.
The article by Jerod Morris from Copyblogger is more of a resource for adaptive content in 2015 why it will be a big buzz concept trend this year. To listen to the podcast or read the transcript, click here.
In all honesty, I believe that many have already been practicing this all along; it just received a fancy new name. What do you think? Have you been practicing adaptive content? Let me know in the comments below.