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The Strategic Need for Adaptive Content: A #CMWorld Twitter Chat with Noz Urbina

If you’re a marketer, chances are good you’ve heard the term “adaptive content” before. But are you familiar with what it is and how it’s changing the content marketing landscape? 

We decided to tackle the topic on this week’s #CMWorld Twitter chat. It only made sense for us to reach out to Urbina Consulting Founder Noz Urbina for guidance. A regular Content Marketing World and ContentTECH Summit speaker, Noz is a globally recognized content strategy consultant. He shared with our community key considerations when starting an adaptive approach and shared tips on how marketers can best work with strategists and tech teams. What follows is a brief summary of our chat. 

 To begin the chat, Noz defined adaptive content. You can read his excellent explanation in this blog post. 

What are some of the reasons a brand needs adaptive content? 

While it takes a team to implement adaptive content initiatives, who in your org should lead these efforts?

What kinds of projects lend themselves to being pilot or “start small” projects for teams to begin to implement adaptive content?

Hyper-personalization has given adaptive content a bad name. What can we do with what we know about our customers to personalize their experiences without scaring them away?

How do you review adaptive content when you don’t know what the result will look like?

What practical applications of adaptive content have you seen? Let us know in the comments below. 

Ready to roll up your sleeves with adaptive content? Noz is leading a half-day workshop at #ContentTECH Summit. We’re talking more than an overview. Think hands-on exercises and practical takeaways. Save your seat now! 


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