Statistics show that 94% of companies claim that personalisation is a key component of their success, while 56% of consumers would happily purchase from a company that provides good personalised service. It’s stats like these that have led to the development of adaptive content – that is, using personalisation to enhance the customer experience and preparing content for delivery across multiple platforms. By implementing these into your content strategy, you’ll quickly be able to build your awareness, trust and engagement with new and existing customers.

There are five elements that are crucial to the success of your adaptive content strategy:

  1. Reusable content: content that you can use on multiple platforms, in different formats, to reach a wider range of customers.
  2. Structured content: small chunks of content that can be used on multiple devices, including mobile.
  3. Presentation-independent content: raw content, without over-the-top formatting.
  4. Meaningful metadata: the hidden data that describes the purpose and intent of the content.
  5. Usable CMS interfaces: a simple, functioning system that makes the delivery of the above elements possible.

As with most areas of business, for success, you need a strategy. You’ll need to build a strategy for personalisation, looking at your ideal audience and determining what type of content best supports this audience. You also need to consider the challenges of different devices – responsive web design is essential. Adaptive content requires a vast investment of time and resources, so you need to determine if it’s worth it for your business.

Identifying the chunks of your content useful for adaptive content is not that difficult. Here’s how:

  • Every photo or graphic should be described, including keywords – think about how the content will be categorised, so it can be manipulated by machine code.
  • Identify your best-performing content.
  • Use verbatim quotes using exact wording.
  • Create stand out headlines, differentiated in a way that machine code can recognise and call it out.
  • Set the first few words of the article in a large font.
  • Ensure the lead-in, or first paragraph to your story is awesome.
  • Attribute sources and refer to other places of importance – be consistent about this.
  • Create a nutgraf (nutshell paragraph), containing all the essential elements of the article, in a concise summary.
  • Highlight a section for special emphasis
  • Include a short audio or video segment that introduces the content and entices the visitor to continue.

By having your content ready to pull into adaptive content feeds, you’ll be ready for publication on any and all platforms. Don’t be left behind. To keep on top of the latest and greatest in digital marketing, contact us – we’ll happily take you through the ins and outs of adaptive content.

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