Adaptive Content: A #CMWorld Chat with Jenny Magic and Melissa Breker

This past week on the #CMWorld Twitter chat, we tackled adaptive content with Jenny Magic and Melissa Breker. For those who are unfamiliar with this term, here’s a useful explanation from one of the guests, Jenny Magic: 

@CarmenHill Adaptive Content = providing different content experiences for different personas usually via technology #cmworld

@JennyLMagic 

Read on to learn more, or even better, join Jenny and Melissa as they present Getting Started with Adaptive Content – Collaborate With Your Tech Team Using Existing Content Tools.

Let’s get started: Q1: Why should marketers consider an adaptive content strategy?

 

A1: Conversion! Content that matches users needs and context always outperforms one-size-fits-all content #cmworld

@JennyLMagic

 

A1: Matching messaging to the customer journey enables a frictionless buying experience #cmworld

@JennyLMagic

 

A1: Be ready to change your strategy, to align it with conversations, customers and community. It needs to have some Wiggle!! #CMWorld

@lttlewys

 

A1: (b/c isn’t it nice when you don’t have to wade through irrelevant options?) #cmworld

@JennyLMagic

 

A1. Users connect with content that relates to them. Strategy has to be reflective your audienceS, not just a single segment #cmworld

@vegecomgirl

 

A1: Relevant, targeted content builds stronger brand connections. Unexpected personalized content is always surprising. #cmworld

@melissabreker

 

It’s good to be here. It’s good to be anywhere. – Keith Richards. My week is going great. @CMIContent @pamelamuldoon #CMWorld

@billcush

 

All this talk about wiggle and friction…and it’s only Tuesday 🙂 #CMWorld

@mikemyers614

 

@CMIContent Excellent week so far! Glad to be here on the #CMWorld Twitter Chat; Luv Tuesdays! @billcush

@pamelamuldoon

 

A1: “Because it IS all about me!” -every user, everywhere #cmworld

@JennyLMagic

 

Already off to a great start! With double the brain power! @jennylmagic @melissabreker #CMWorld

@CMIContent

 

A1: So the point of an adaptive context strategy is to adapt to changing customer needs? #CMWorld

@billcush

 

A1. The cost of not adapting and keeping up is beyond forgiving. #cmworld

@NeerajT4

 

@NathanStrum luckily tweet chats are more forgiving than say… dropping food on the ground #cmworld

@jesephm

 

@jennylmagic @melissabreker How do you define adaptive content? #CMWorld

@cmcphillips

 

A1. Not sure what “adaptive” content strategy is, but *any* strategy needs to account for diff audiences, needs, channels, devices. #cmworld

@carmenhill

 

A1: Adaptive content can adjust to different devices being used to access that content. Accounts for technology habits. #cmworld

@PatrickHayslett

 

@NeerajT4 agreed! If you aren’t actively adapting, you definitely run the risk of ‘missing the boat’ #cmworld

@jesephm

 

A1: From a business perspective, content reuse across different channels = efficiency + less resources. #cmworld

@melissabreker

 

A1: We constantly hear about the complexities of failing to adapt to changes, updates, or trends. Content should be no different #cmworld

@NathanStrum

 

@jesephm Well put. 🙂 #cmworld

@NeerajT4

 

Building A Content Marketing Strategy – New #CMWorld eBook http://bit.ly/1o9mEV1 #ContentMarketing #InternetMarketing

@jasonhodge

 

Q2: What’s the difference between adaptive and responsive web design? #CMWorld

 

A1: If you are unwilling to adapt and change you’re going to be wasting resources and spinning your wheels. You won’t last #cmworld

@jesephm

 

Is the term usually more about providing different content to diff visitors based on need? Or changing strategy as needs arise? #CMWorld

@atxcopywriter

 

[email protected] Adaptive Content = providing different content experiences for different personas usually via technology #cmworld

@JennyLMagic

 

A2: Responsive is limited to changing the content to match device functionality and screen size #cmworld

@JennyLMagic

 

A2: Adaptive design is focused on user experience, conversions etc. Responsive design is focused on devices and visibility #cmworld

@jesephm

 

A2: Adaptive goes further, changing messaging to fit user needs #cmworld

@JennyLMagic

 

A2: Adaptive might respond to browsing history/ patterns, search history, referring URL, mobile data, social cues, etc. #cmworld

@JennyLMagic

 

@iSocialFanz Hi Brian! Great to see you! #CMWorld

@CMIContent

 

A2: Adaptive design often fails to view content as an integrated part of design. Adaptive content integrates them dynamically. #cmworld

@PatrickHayslett

 

A2: Responsive design ensures users can see your content. Adaptive design goes further – ups consumption, conversion and retention. #cmworld

@jesephm

 

A2: We need to think past the “page” a la @karenmcgrane: http://bit.ly/WXDV8x Think chunks vs. blobs. #contentstrategy #cmworld

@melissabreker

 

A2. Key for great web design is creating an easy to navigate UI on the browser and it must be MOBILE friendly.. #CMWorld

@iSocialFanz

 

Hello all! My first time to the chat! Hoping to learn more on how others use content in their marketing. #cmworld

@jarematkinson

 

@melissabreker @karenmcgrane Great one! Thanks for sharing with the #CMWorld community.

@CMIContent

 

Hello #cmworld Conversation is going fast, and lots of big names here! 🙂

@joshmccormack

 

So, adaptive = people focused and responsive = device focused? Right? #CMWorld

@mikemyers614

 

@PatrickHayslett Great way to explain it – thanks, Patrick! #CMWorld

@CMIContent

 

@iSocialFanz Yes. Start with the mobile design, and seriously consider just going with that. Simple and beautiful. #CMWorld

@joshmccormack

 

@joshmccormack Thanks for joining us, Josh! Great to see you. #CMWorld

@CMIContent

 

@CMIContent @melissabreker @karenmcgrane recently read: “consider your website a collection of landing pages” << smart, yes? #cmworld

@RhondaHurwitz

 

@JennyLMagic What types/sizes of co do you see using adaptive content? I’m still not seeing my tech clients trust their data enough #CMWorld

@LMcKelvey

 

@RhondaHurwitz Yes, especially with trends in deep linking – fewer users start at your home page #cmworld

@JennyLMagic

 

Does anyone have experience creating content for funnels? Curious to know what kind of content to create for long nurture. #cmworld

@jarematkinson

 

@joshmccormack @iSocialFanz Really? I often find mobile sites less user-friendly, but I might be an outlier in that #CMWorld

@atxcopywriter

 

A2 – Adaptive would be next step right? So first responsive for visual then adaptive by offering different paths based on data? #cmworld

@ZipTrigger

 

@LMcKelvey Great question! If it gets passed over now for some reason, ask again at 12:50 ET during the Q&A! #CMWorld

@CMIContent

 

@LMcKelvey Exactly! We’re making the case for more adoption beyond enterprise clients #cmworld

@JennyLMagic

 

@RhondaHurwitz Yes.Think about the experience through content vs how content is displayed. #cmworld

@melissabreker

 

@jarematkinson do you mean matching content to buyer journey, and lead nurturing to bring them deeper into your funnel? #cmworld

@RhondaHurwitz

 

Q3: As content marketers, how do you (or have you) start the conversation around adaptive content? #CMWorld

 

@LMcKelvey @JennyLMagic It requires sophisticated software, yes? That’s probably a current hurdle for smaller biz #CMWorld

@atxcopywriter

 

@ZipTrigger yep, that’s how I attack it. There are minor signals you can use at start but most is done based on traffic data #cmworld

@jesephm

 

Fewer users start at your home page – @JennyLMagic | Think of site as collection of landing pages – @RhondaHurwitz #cmworld

@lindadessau

 

@atxcopywriter @joshmccormack @iSocialFanz Alot of personal preference in that domain! #cmworld

@NathanStrum

 

To stay relevant, adaptive content will need to be people focused AND device focused. Can no longer afford to be separate ideas #cmworld

@PatrickHayslett

 

@ZipTrigger Traditionally, yes RWD has been leading any adaptive content efforts, but it’s more efficient to consider together #cmworld

@JennyLMagic

 

@PatrickHayslett Agree! #CMWorld

@CMIContent

 

Q3 clarification: Is this re: selling the concept? #cmworld

@jesephm

 

@RtMixMktg @RhondaHurwitz Do you happen to have the URL for this one? Or who is was published by? #cmworld

@NathanStrum

 

@jesephm Could be – getting team on board, justification to team, helping fine tune strategy. All of the above! #CMWorld

@CMIContent

 

A3: Different for content vs. tech team. Content=what should adapt Tech=how will it work? #cmworld

@JennyLMagic

 

@atxcopywriter @JennyLMagic do landing pages built using leading marketing automation platforms offer adaptive options? #cmworld

@LMcKelvey

 

A3. Look at content performance & work with team to identify gaps/opportunities that adaptive content can fill #cmworld

@vegecomgirl

 

@CMIContent A3: As yet, not really – it’s seemed out of reach. Hopefully time/progress makes it more accessible to more businesses #CMWorld

@atxcopywriter

 

A3: pitch past content that “seemed like a great idea” and didn’t convert. Use it as a case study of what could be done better #cmworld

@jesephm

 

@atxcopywriter Not always. There’s low-hanging fruit accessible to most users without big investments #cmworld

@JennyLMagic

 

A3: Start small. Create content strategy first. It’s about understanding bus. + user objectives, then creating the rules. #cmworld

@melissabreker

 

A3: Look at your current layout- where are your weaker areas? What can be fixed? Where have you gotten any feedback about? #cmworld

@NathanStrum

 

A3. Do you have the opportunity to create tests? What will those tests help to prove/define in current vs. future strategy #cmworld

@vegecomgirl

 

A3: The changing tone of the community, industry and show the numbers to the Powers that Be, it needs to be a team effort #CMWorld

@lttlewys

 

A3 – I’d love for someone in this chat to write a good blog post on adaptive bc the ones I’ve found are a bit muddled #cmworld

@ZipTrigger

 

A1. Oh, I get it now! Strategy for adaptive content 🙂 #CMWorld

@carmenhill

 

A3: Look for opportunities to think broader about content. Play the “What if”… game in existing discussions. #cmworld

@melissabreker

 

A3: Pay attention to exit pages and drop off in visitor flow. Identify big problems areas and the concept sells itself #cmworld

@jesephm

 

@jesephm I am a big fan of case studies, personally. Excellent opportunity to learn from other’s experience #cmworld

@NathanStrum

 

I am pretty quiet this chat, but I am learning a lot about adaptive vs. responsive #cmworld

@michelelinn

 

A3: Start with a small proof-of-concept – maybe different content for returning users? – to get teams excited and aligned #cmworld

@JennyLMagic

 

@NathanStrum there’s no better way to communicate value IMO. Can’t argue tangible data #cmworld

@jesephm

 

Is it meta to do a #cmworld twitter chat from a cab in Portland on the way to a coffee cupping?

@Brewbom

 

A3: Get the right people in the room. Cross disciplines: Designers, Developers and Stakeholders. #cmworld

@melissabreker

 

A3: Marketers will see unlimited potential for adaptive content. Conversation needs to begin w/ tech ppl for grounding w/ reality #cmworld

@PatrickHayslett

 

@atxcopywriter @iSocialFanz Keep it simple. Too often people want multiple nested navs and crowded pages. #CMWorld

@joshmccormack

 

@NathanStrum @RtMixMktg Here: http://www.adexchanger.com/the-state-of/hubspot/ an interview with @BrianHalligan (Hubspot) #cmworld

@RhondaHurwitz

 

@JennyLMagic I am there with you. This one might be more geared for lurking for me. Lots of note taking and head nodding #cmworld

@NathanStrum

 

@michelelinn There is plethora of information and ideas!! So many different perspectives!! *swoon* #CMWorld

@lttlewys

 

@JennyLMagic Do you see trends on what that low-hanging fruit typically is, or is it different for everyone? #cmworld

@michelelinn

 

Good idea > MT @ZipTrigger A3 – I’d love for someone to write a good blog post on adaptive b/c ones I’ve found are a bit muddled #cmworld

@mikemyers614

 

A3: Use tools to create a shared vision for the experience to improve your odds for success. #cmworld

@melissabreker

 

most of us who complain we don’t need adaptive mobile friendly have never gone through the hell of using our sites on mobile #cmworld

@Brewbom

 

@lttlewys @michelelinn That’s why we love these chats so much! Experts and practitioners all together sharing ideas. #CMWorld

@CMIContent

 

Q4: What have been your greatest challenges when taking an adaptive approach? #CMWorld

 

Great to jump in to this conversation! #cmworld

@ContentExpress

 

@michelelinn @ZipTrigger I very likely will, as it is very relevant to Author Experience. #CMWorld

@think_info

 

@melissabreker what’s in your suite? or maybe your favorite(s) #cmworld

@jesephm

 

@ContentExpress Hi Amy! Great to see you. #CMWorld

@CMIContent

 

@michelelinn It’s definitely one of those where questions come easier than answers 🙂 #CMWorld

@atxcopywriter

 

@michelelinn Sadly, different for everyone – trying to cover in our #CMWorld talk, will do some here too!

@JennyLMagic

 

@ContentExpress @JennyLMagic @CarmenHill Do you mean personalized experiences? or generalized based on persona? #cmworld

@RhondaHurwitz

 

Adaptive & responsive content/design conversations need to compare wish list with tech capabilities #cmworld

@PatrickHayslett

 

@lttlewys Indeed! I prefer chats that have different perspectives than everyone in agreement. I learn so much more that way #cmworld

@michelelinn

 

@michelelinn @ZipTrigger This is definitely a good read – http://www.lukew.com/ff/entry.asp?1434 by @lukew #cmworld

@NeerajT4

 

@michelelinn Me too 🙂 #cmworld

@KyleAkerman

 

@Brewbom Lol!! I’m alwys shocked at how many people don’t test their sites!! Morning!! #CMWorld

@lttlewys

 

A4: Having thorough enough depth on personas to support an adaptive content strategy #cmworld

@JennyLMagic

 

A4: Tempering expectations. Even with good data you’re not going to get it right every time. These things improve with testing/time #cmworld

@jesephm

 

@michelelinn @ZipTrigger look to the email marketing world like @litmusapp and @BlueRocketInc they live and die by adaptive #CMWorld

@Brewbom

 

A4: Lack of resources to create and govern adaptive content #cmworld

@JennyLMagic

 

A4: Push back from overworked (or unmotivated) developers #cmworld

@JennyLMagic

 

@JennyLMagic I am really looking forward to your talk! Will be covering sessions post-CMW, so we can do a write up from there #cmworld

@michelelinn

 

@JennyLMagic @michelelinn This is getting us even more excited to hear you and @melissabreker at #CMWorld!

@CMIContent

 

Just joining; will read backlog for a few minutes. #cmworld

@donrday

 

A4: conservative execs unwilling to experiment #cmworld

@JennyLMagic

 

A4: Still behind on responsive design progress so very difficult to even begin w/ adaptive content #cmworld

@PatrickHayslett

 

@NeerajT4 Awesome thanks for the link! #cmworld

@ZipTrigger

 

@KyleAkerman @michelelinn Me three 🙂 #CMWorld

@mikemyers614

 

A4: Not doing the content strategy first. Understand your objectives and goals, before you rush to tactical implementation. #cmworld

@melissabreker

 

A4: in B2B, trusting CRM data input by sales as that makes up the majority of data available for segmentation, inbound a minority #CMWorld

@LMcKelvey

 

@vegecomgirl @JennyLMagic this is upsetting to see. There’s nothing more dangerous (in a good way) than motivated dev team 🙂 #cmworld

@jesephm

 

A4. Too many hands in the pot who have a different understanding of adaptive design and content. #cmworld

@vegecomgirl

 

A4: CMS’s that are focused on one output medium. Not designed for reuse/adaptability #CMWorld

@think_info

 

A4: Being able to convince Mgmt to change the strategy!! #CMWorld

@lttlewys

 

a4. For me it was graphics and sentence flow. Holy moly we battled over padding and bullets for weeks! @CMIContent #CMWorld

@Brewbom

 

You must tie content strategy and goals to the biz goals and strategy.. Social & Digital is a collaborative team effort!#CMworld

@iSocialFanz

 

@JennyLMagic Research based. There was a good blog on that this week by @adelerevella: http://contentmarketingworld.com/blog/ #cmworld

@RhondaHurwitz

 

Would love to know anyone’s thoughts on our recent responsive work for @ZAGGdaily at http://ZAGG.com #cmworld

@jarematkinson

 

A4: A great challenge going adaptive is getting commitment to Small and Beautiful. Better small, simple and beautiful than a mess. #CMWorld

@joshmccormack

 

@iSocialFanz absolutely MUST have or strive for buy in from ALL departments to be effective #cmworld

@jesephm

 

@NeerajT4 Will check that out — thanks! #cmworld

@michelelinn

 

@RtMixMktg @RhondaHurwitz Every web page = landing page = branding collateral #cmworld

@ContentExpress

 

Yes, see this alotRT @vegecomgirl A4. Too many hands in the pot who have a different understanding of adaptive design and content. #cmworld

@NathanStrum

 

A4: Going all the way back to cookies, adaptive content has had privacy issues #cmworld

@PatrickHayslett

 

A4: It’s important to scale responsibly. Don’t just run with everything that causes a jump. If not, can cause a step back #cmworld

@jesephm

 

@jesephm @JennyLMagic You’re totally right! Killer dev on a mission! Best line I hear: “I can’t wait to get my hands on that code” #cmworld

@vegecomgirl

 

@JennyLMagic You have a long list! #CMWorld

@atxcopywriter

 

@PatrickHayslett Privacy issues both with what is possible & avoiding the “creep” factor #cmworld

@JennyLMagic

 

@jesephm sadly it isn’t obvious to all brands.. too many operate marketing in a silo and don’t include sales or #custserv #CMworld

@iSocialFanz

 

CRM is huge MT @LMcKelvey A4: in B2B, trusting CRM data from sales that is majority of data for segmentation, inbound a minority #CMWorld

@mikemyers614

 

Q5: What are your favorite tools that content marketers use to align the team around adaptive content? #CMWorld

 

@lttlewys @Brewbom We sell QA testing services. I frequently encounter people who don’t test, or who “test their own sites.” Wow. #CMWorld

@joshmccormack

 

@jesephm Great point Jeseph! #CMWorld

@CMIContent

 

Adaptive content brings up privacy issues both with what is possible & avoiding the “creep” factor – @JennyLMagic #cmworld

@lindadessau

 

@Brewbom Welcome to Portland! #CMWorld

@carmenhill

 

@iSocialFanz yet they wouldn’t drive a car with one of the wheels missing ¯_(ツ)_/¯ (I need to turn this into a graphic lol) #cmworld

@jesephm

 

Holy moly Portland is beautiful. #offtopic #cabride #CMWorld

@Brewbom

 

Use visitor eyes: Think about the experience through content vs how content is displayed. < yes! @ContentExpress @melissabrekeres. #cmworld

@RhondaHurwitz

 

@jesephm definitely agree. Make a change because the numbers speak to it’s benefit, not just to say you did. #CMWorld

@jarematkinson

 

@Brewbom As long as you’re here! That’s all that matters to us. Though we’re slightly envious of your morning! #CMWorld

@CMIContent

 

Q5 is extremely helpful. I always look to the opinions of others for advice on new tools, apps, programs, etc and look for recom. #cmworld

@NathanStrum

 

@joshmccormack @lttlewys not smart to only self test. #CMWorld

@Brewbom

 

Use all digital data to tell the community story! CRM + SEO + Social + Content data+ #CustServ + CMGR input….#CMworld

@iSocialFanz

 

A5: #ContentStrategy tools that align teams: Personas, User journeys, Page tables, content models #cmworld

@JennyLMagic

 

#Random question Is adaptive only applies when you already have a responsive site? #CMWorld @CMIContent @JennyLMagic @melissabreker

@GoGetterVette

 

A5: Personas, content models, customer journeys and page tables are a great place to start. #cmworld

@melissabreker

 

A5: The good ‘ol fashioned sales funnel and lead scoring #cmworld

@PatrickHayslett

 

@CMIContent A4. Biggest challenge in taking an adaptive approach is educating about what that means & conveying the need/value. #cmworld

@carmenhill

 

@mikemyers614 As are we! #CMWorld

@CMIContent

 

A5: Specific tech tools are going to depend on your CMS setup and author workflow #cmworld

@JennyLMagic

 

@GoGetterVette We say no. @JennyLMagic @melissabreker do you agree? #CMWorld

@CMIContent

 

A5: Think about the internal team: Look at other tools to support the author experience. I.e. training, feedback #cmworld

@melissabreker

 

A5: Using apps like @webengage, @QualarooInc to survey various user segments and later on serving relevant content to them. #cmworld

@NeerajT4

 

Adaptive applied (should apply, IMO) to the reader; responsive applies to their device. Aim is to maximize both together. #cmworld

@donrday

 

@Brewbom You know…Cleveland has some great craft beers and craft coffees, just saying. #CMWorld

@CMIContent

 

A5: @optimizely and @unbounce are great for split testing content. Should also schedule messages with variation with social suites #cmworld

@jesephm

 

@GoGetterVette Nope! You can play with adaptive while working -> a mobile-friendly site. Be sure to start with priorities #cmworld

@JennyLMagic

 

@CMIContent @JennyLMagic page tables?? surprised to see that on the list. #cmworld

@RhondaHurwitz

 

@melissabreker What is a page table? >> Personas, content models, customer journeys and page tables are a great place to start #cmworld

@michelelinn

 

A5: dig DEEPER into google analytics. So many people forget/ignore that they can go past simple traffic stats. So much data #cmworld

@jesephm

 

In creating adaptive content, personas, content models, customer journeys & page tables are a great place to start @melissabreker #cmworld

@lindadessau

 

@joshmccormack And by “test their own sites” they mean someone on the team looked at home page once on a mobile device. #cmworld

@KyleAkerman

 

@ContentExpress @donrday REsponsive _only_ works when you assume you have only web output. Adaptive is cross-platform/media #CMWorld

@think_info

 

Q6: How do you identify which users are visiting your site so you can present adaptive content? #CMWorld

 

A5. We’re big on integrating personas for every client, user journeys, and lots of lunch and learns to keep the team updated #CMWorld

@CVContent

 

Page tables map out a specific instance of content – format/ goals/ char. count, etc. Make sure adaptive plan is on there! #cmworld

@JennyLMagic

 

@KyleAkerman Yes, exactly. Real QA takes 2+ hours per page on tons of browsers/platforms. #cmworld

@joshmccormack

 

@jesephm if only Google Analytics was as user friendly as the sites we struggle to adaptively design :/ #cmworld

@RhondaHurwitz

 

A6: Browser User Agent String can tell you referring site, new/ returning, IP Geolocation, etc. #cmworld

@JennyLMagic

 

A6: Custom URLs from SEM / PPC or internal campaigns can segmente audiences #cmworld

@JennyLMagic

 

a6: … as can Marketing automation tools #cmworld

@JennyLMagic

 

Unless you’re making a site for robots, don’t rely on automation. You need human eyes on it. #cmworld

@joshmccormack

 

A6: Behavior patterns such as pages visited or content downloaded can identify users #cmworld

@JennyLMagic

 

@CMIContent @jesephm Google Analytics definitely has earned its reputation for a reason. Used by a vast amount of people #cmworld

@NathanStrum

 

A6: And on the slightly creepier side, browser or canvas fingerprinting can leave traces to identify visitors when they return #cmworld

@JennyLMagic

 

@CMIContent A6: Google Analytic’s demographic feature can be the ideal in this case. #CMWorld

@MUmar_Khan

 

@RhondaHurwitz I’ve finally gotten used to it (which probably means they’re about to change it on me) and they FINALLY went mobile #cmworld

@jesephm

 

Login profiles, where applicable, for identifying visitor types for adaptive service. #cmworld

@donrday

 

@CMIContent @JennyLMagic You must definitely write a workflow for structuring such plan for us mere mortals! #cmworld

@NeerajT4

 

A6: UTM tracking via Google and Audrey, specific to each device and post definitely helps dial into where traffic is coming from #cmworld

@jarematkinson

 

@NeerajT4 We’re going to try to at #CMWorld! Join us in Cleveland! #cmworld

@JennyLMagic

 

The direct mail industry & list brokers operated a lot like adaptive content. Maybe old tricks for new dogs? #cmworld

@PatrickHayslett

 

Q7: Is budget for adaptive content a big concern? Is the investment before and after redesign? #CMWorld

 

@PatrickHayslett Can you give an example? #cmworld

@michelelinn

 

“visitor types” represent conditionals for adaptive logic; the devil is in creating Adaptable Content for that logic to map to. #cmworld

@donrday

 

A7: Development time/ cost will depend on existing architecture. Some CMS will have off-the-shelf solutions ready to deploy. #cmworld

@JennyLMagic

 

@PatrickHayslett How so? #CMWorld

@atxcopywriter

 

A7: It’s not adaptive content budget that is the issue. It’s fit-for-purpose platforms (and budget for) that allow adaptive. #CMWorld

@think_info

 

@donrday We like that! #CMWorld

@CMIContent

 

Rhetoric and “proverb-like” statements do not equal practice. #CMWorld

@baraness75

 

@donrday Which is good news for content creators – the hard part ISN’T the technology! #cmworld

@JennyLMagic

 

@joshmccormack Many companies don’t consider enough browsers. IE is still used by A LOT of people. Don’t ignore it. #Cmworld

@KyleAkerman

 

Interesting @CMIContent chat today! Am I the only one aspiring to be this savvy?! #babysteps #CMWorld

@LMcKelvey

 

A6: Problem with identifying current users to adapt content is if your site is bad on mobile, for example, mobile users won’t stay #CMWorld

@joshmccormack

 

@LMcKelvey You’re definitely not alone! This is why we’re so thrilled @jennylmagic and @melissabreker will be speaking at #CMWorld!

@CMIContent

 

Good news for content creators from @JennyLMagic about adaptive content – the hard part ISN’T the technology! #cmworld

@lindadessau

 

@joshmccormack Agreed – getting a best-practices site that converts for at least ONE persona is top priority #cmworld

@JennyLMagic

 

@LMcKelvey You’re definitely not the only one! I am learning a lot and looking forward to reviewing the transcript #cmworld

@michelelinn

 

@think_info But you’ll need more content as well, won’t you? To make sure you have different pieces for diff personas, etc #CMWorld

@atxcopywriter

 

@RhondaHurwitz I’d love to follow up with you on Google Analytics. I’m doing research on GA pain points 🙂 #Cmworld

@KyleAkerman

 

@michelelinn @atxcopywriter Everything they did was based on numbers and they cross-compared segments for surprising insight #cmworld

@PatrickHayslett

 

I’m not saying it’s *easy*, but if you have a well-documented plan, it can usually be implemented AND the ROI usually backs it up #cmworld

@JennyLMagic

 

A7: McKinsey report shows 3x – 10x click thru & conversion for personalized content http://bit.ly/1kMm08c #cmworld

@JennyLMagic

 

Technology abounds; it is different on every stack and platform, though. Some standards at some level would be nice. #cmworld

@donrday

 

@atxcopywriter You’ll need structure. More smaller bits. A different way of writing. Not always the same as more content. #CMWorld

@think_info

 

@KyleAkerman Ooh, this sounds interesting. Would love to learn more once you have your Google Analytics research #cmworld

@michelelinn

 

@KyleAkerman @joshmccormack Always surprises me when I encounter someone using IE, but they do still exist #CMWorld

@atxcopywriter

 

@LMcKelvey @CMIContent Right there with you! #CMWorld

@mikemyers614

 

@jennylmagic – what are the best CMS currently for adaptive? #cmworld

@ZipTrigger

 

@LMcKelvey Baby steps is perfect way to start! #cmworld

@melissabreker

 

@JennyLMagic @CMIContent thanks for clarifying #CMWorld

@GoGetterVette

 

@CMIContent @KyleAkerman Realistic browser testing covers at least 3 browsers on Mac, 3 on Windows, iPad, iPhone, Android. Minimum #CMWorld

@joshmccormack

 

@KyleAkerman @RhondaHurwitz Is “not provided” #1? #CMWorld

@atxcopywriter

 

@donrday It sure would be! #CMWorld

@CMIContent

 

@JennyLMagic There is no try 🙂 #Cmworld

@KyleAkerman

 

Knowing recency/frequency/avg transaction value…A/B testing…iterative attempts at improvement…very granular research etc #cmworld

@PatrickHayslett

 

Q8: Devices are constantly evolving. What are some ways content marketers can plan for the future? #CMWorld

 

@joshmccormack @CMIContent @KyleAkerman Key word = minimum. Test, test, and test again! Better to over prepare than under prep! #cmworld

@NathanStrum

 

@think_info @atxcopywriter So someone to take what you have and make it more relevant / “digestible” for the audiences you have? #cmworld

@michelelinn

 

A8: Semantic structure, semantic structure, semantic structure, and semantic structure. Oh, did I mention semantic structure? #CMWorld

@think_info

 

A8: Use structured content and metadata to create content that is not limited to display or device needs. #cmworld

@melissabreker

 

@ZipTrigger Drupal is often mentioned as most modular at the Open Source end, but we spend 99% time in WP & legacy systems #cmworld

@JennyLMagic

 

40 experts weigh in on content marketing strategy #CMWorld by @toprank #cmworld #conferenceebook http://www.slideshare.net/toprank/content-marketing-strategy-ebook via @SlideShare

@DuffFerguson

 

Direct mail also had campaigns specifically for someone who purchased a certain item to get them to buy something else #cmworld

@PatrickHayslett

 

@RhondaHurwitz thanks for the follow and your insights in #CMWorld I’ll have to look up your writing on @Forbes

@jarematkinson

 

Ahead of their time in terms of attempting to influence customer journey #cmworld

@PatrickHayslett

 

Future proofed content #1: eschew typographic markup if a semantic intent is available. (metadata or direct markup) #cmworld

@donrday

 

A8: Need to have a plan, but also need to realize that you’ll likely have to adjust as you go along. Adapt along the way #cmworld

@NathanStrum

 

@think_info Ha ha! 🙂 #cmworld

@melissabreker

 

A8: Stay updated and keep an eye out for the Tech unicorns. #cmworld

@NeerajT4

 

@think_info @melissabreker Is semantic structure the same as structured content? (I am learning today how much I need to learn!) #cmworld

@michelelinn

 

@michelelinn @atxcopywriter Not quite. Authoring paradigms that fit author’s domain models, and are clean. #CMWorld

@think_info

 

This is a hard topic for many of us – get questions ready for our Q&A coming up! If we miss any, Jenny & Melissa can follow up! #CMWorld

@CMIContent

 

Future proofed content #2: Consider nesting structures. Not everything is a single field. Some things go together. #cmworld

@donrday

 

@michelelinn I was thinking XML also #cmworld

@PatrickHayslett

 

@think_info I will add your book to my reading list! #cmworld

@michelelinn

 

@PatrickHayslett Yes – the beginning of 1:1 marketing and targeted messaging based on behavior. #CMWorld

@cmcphillips

 

Future proofed content #3: follow established best practices and standards where possible. Having community helps with support. #cmworld

@donrday

 

We’ll spend the last 10 minutes asking @jennylmagic & @melissabreker questions on adaptive content. Ask your questions now! #CMWorld

@CMIContent

 

@PatrickHayslett Yep, finally feeling better about that DMI certificate I scored (gulp) 15 years ago 🙂 #cmworld

@JennyLMagic

 

@JennyLMagic @melissabreker For content marketers who are new to adaptive, where is the best place to begin / learn the basics? #cmworld

@michelelinn

 

a8: Clean, structured content (sounds so easy, right?) #cmworld

@JennyLMagic

 

Are there especially good examples we can look to? #CMWorld

@atxcopywriter

 

Rather than *more* content, you need a different way of writing – @think_info | make what you have more relevant – @michelelinn #cmworld

@lindadessau

 

A8: Look at priorities and how you can align needs via content requirements, structures, schemas and standards. #cmworld

@melissabreker

 

@michelelinn Experiment! This is a pretty new possibility, implementation varies. What worked for one might not for you #cmworld

@JennyLMagic

 

@lttlewys and now I am missing the chat today. Figures. lol #cmworld

@kmullett

 

Would love to know where you see adaptive in the next two to three years? #cmworld

@jarematkinson

 

A8: By structuring content that is relevant to how YOUR target uses their devices – evolve based on the needs of your target too #CMWorld

@WhatRunsWhere

 

@JennyLMagic How do you roll out new adaptive designs? Limited updates, fully pre-tested full releases? #cmworld

@donrday

 

@JennyLMagic If historical content is not clean and structured, should you go back to fix what you have or just start with new? #cmworld

@michelelinn

 

@cmcphillips The behavior wasn’t always intuitive, so DM was also early to recognize the customer defines the brand & journey #cmworld

@PatrickHayslett

 

Have to jet early (mostly so I can go figure out what I just learned). Thanks @jennylmagic and @melissabreker for the time, info! #CMWorld

@mikemyers614

 

@michelelinn thank you for your insights on #cmworld

@jarematkinson

 

@mikemyers614 @jennylmagic @melissabreker Ha! Exactly! I think it’s quiet bc we’re all taking diligent notes and favoriting tweets! #CMWorld

@cmcphillips

 

@donrday We prefer small A/B split tests for rollouts – we stay in experiment mode for a while before full release #cmworld

@JennyLMagic

 

@michelelinn Start with understanding where you are before you determine where you want to go. Be curious. #cmworld

@melissabreker

 

@atxcopywriter Me too. Marketers assume everyone uses Chrome, Firefox, Safari, etc. That thinking can hurt conversions. #cmworld

@KyleAkerman

 

@RhondaHurwitz LOL, I love your Twitter background (and you can bet my dog Patch agrees 100%! I walked him before #cmworld started)

@lindadessau

 

Have to jump off early unexpectedly… Apologies. See you next time #cmworld

@NathanStrum

 

@michelelinn If you want to reuse, it’s worth cleaning up legacy content. Prune your evergreens 🙂 #cmworld

@JennyLMagic

 

Great topic. Will there be an archive of today’s chat? #cmworld

@ScottLum

 

@JennyLMagic @michelelinn Agree! An ongoing process we’re in the midst of doing as we speak! #CMWorld

@CMIContent

 

A8: Surprised no one is mentioning storing content in markdown editor format. Easy(ier) to move between CMS’s. #cmworld

@kmullett

 

Historical content (ie “legacy”) with future value is higher priority. Would you use it for print? ebook? training? #cmworld

@donrday

 

@ScottLum Hi Scott! Of course. We’ll clean up the transcript and post it on our #CMWorld twitter page: http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

@JennyLMagic That is where I start to feel overwhlemed 🙂 But it is so important! #cmworld

@michelelinn

 

@kmullett No format is “easier.” As long as the contetn is serialisable, and semantically structured, whatever format both read… #CMWorld

@think_info

 

@JennyLMagic @melissabreker Are there sites that “do” adaptive content well that we can look to as great examples? #cmworld

@michelelinn

 

Agreed, @think_info . Support for expressing semantics and structure is key to enabling adaptive delivery. #cmworld

@donrday

 

@michelelinn @JennyLMagic @melissabreker Don’t think sites. THink systems. Great example from NYTimes: http://open.blogs.nytimes.com/2014/06/17/scoop-a-glimpse-into-the-nytimes-cms/ #CMWorld

@think_info

 

@michelelinn Finding them is my current life mission 🙂 I like http://Saturday.com for their logged in users #cmworld

@JennyLMagic

 

@think_info worth noting however that no upgrade/redo I’ve done in 16 years (300+) ever just copied existing over. Maybe ecom. #cmworld

@kmullett

 

@michelelinn Small world – I stumbled on your handle through the #CMWorld chat. My company is based in Troy. Lookin’ forward to your tweets.

@breathingmoment

 

 

@michelelinn they do a clever weather/ zip/ product suggestion mashup on welcome worth noticing #cmworld

@JennyLMagic

 

@breathingmoment @michelelinn And my company is in Troy NY 🙂 #cmworld

@PatrickHayslett

 

@JennyLMagic @michelelinn Once you work up a good list, would make a great blog post! #CMWorld

@atxcopywriter

 

For adaptive content examples, @think_info says don’t think sites, think systems, e.g., NYTimes http://open.blogs.nytimes.com/2014/06/17/scoop-a-glimpse-into-the-nytimes-cms/ #cmworld

@lindadessau

 

Thanks to @jennylmagic & @melissabreker for joining us on our #CMWorld chat today on adaptive content!

@CMIContent

 

Who was first (as best as you can tell) to adaptive content? Amazon? #cmworld

@PatrickHayslett

 

For adaptive content, @JennyLMagiclikes what http://Saturday.com does for their logged in users #cmworld

@lindadessau

 

On next wk’s #CMWorld twitter chat we talk marketing & technology w/@chiefmartec! http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

Find more info on @melissabreker and Content Strategy, Inc. visit http://www.contentstrategyinc.com/ #CMWorld

@CMIContent

 

@PatrickHayslett As adaptive goes back to the earliest days of thye web… probably someone who no longer exists. #CMWorld

@think_info

 

Find more info on @jennylmagic and @sitegoals, visit http://sitegoals.com #CMWorld

@CMIContent

 

Missed out on today’s #CMworld 🙁

@avik_munshi

 

ContentWRX is sponsoring Content Marketing World in Cleveland Sept. 8-11. Join us! #cmworld http://ow.ly/zIJXk

@ContentWRX

 

See @jennylmagic, @melissabreker + 100 other speakers at #CMWorld in Sept: http://t.co/g3NJdAbCQ6. CMWSOCIAL saves you $100!

@CMIContent

 

Thanks @jennylmagic & @melissabreker for leading the chat. Really interesting glimpse into a new development #cmworld

@ZipTrigger

 

@think_info Google’s algorithm = adaptive content? #cmworld

@PatrickHayslett

 

@CMIContent Thanks for hosting! #cmworld

@melissabreker

 

@KyleAkerman @joshmccormack So true! Many orgs have legacy apps that require use of older versions of IE even #cmworld

@SFerika

 

@PatrickHayslett Very much so. #CMWorld

@think_info

 

@PatrickHayslett Probably – this is a case of finding a word word for an existing idea, and the def. is still morphing… #cmworld

@JennyLMagic

 

@JennyLMagic Thanks! I am going to check them out! #cmworld

@michelelinn

 

@melissabreker Looking forward to Cleveland! 34 days! Thanks again! 🙂 #CMWorld

@cmcphillips

 

@breathingmoment Great to connect! I love to come across locals. Are you going to #cmworld in September?

@michelelinn

 

Thanks for chat. Great topic with a lot of room for growth! #cmworld

@PatrickHayslett

 

I’m exhausted! Great questions you guys! Ping me for follow ups! #cmworld

@JennyLMagic

 

@ZipTrigger @jennylmagic @melissabreker Thanks for joining us, Ryan! #CMWorld

@CMIContent

 

Content Marketing in Wonderland – @TopRank Publishes a New Conference eBook Series for #CMWorld http://ow.ly/zY7NJ

@TopRankSmallBiz

 

@CMIContent @KyleAkerman Which IE? On Windows 7 or 8? Lots to test. #CMWorld

@joshmccormack

 

Great job @JennyLMagic & @melissabreker today! I learned so much about Adaptive Content. Looking forward to catching up IRL at #CMWorld

@KyleAkerman

 

@KyleAkerman See you in 34 days! #cmworld

@melissabreker

 

@think_info Thanks for the great input! Would love your opinions on CMS for adaptive &/or adaptive examples #cmworld

@JennyLMagic

 

@KyleAkerman You too! It will be here in a flash #cmworld

@JennyLMagic

 

Content Marketing Strategy eBook #CMWorld by @toprank #cmworld #conferenceebook http://www.slideshare.net/toprank/content-marketing-strategy-ebook

@CMIContent

 

@JennyLMagic Thank you so much, Jenny! Looking forward to connecting in Cleveland! #CMWorld

@cmcphillips

 

@joshmccormack 8.0 has probably the most traffic of older versions to warrant testing. You can’t test everything 🙂 #cmworld

@KyleAkerman

 

@JennyLMagic That NYT post is the best example I know… besides my book. (Author Experience: due 25 Sept) #CMWorld

@think_info

 

@PatrickHayslett Are you going to #CMWorld?

@melissabreker

 

@think_info Where’s the preorder link? 🙂 #cmworld

@JennyLMagic

 

@JennyLMagic Not yet ready. Publisher (XML Press) is working on it. #CMWorld

@think_info

 

@KyleAkerman Use a QA dept or vendor. You need to test a lot. #cmworld

@joshmccormack

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