With technology and information readily available, having unchanged content won’t enhance your business. Here’s how you can create an adaptive content.
If you pay attention to industry buzzwords you may have come across something called adaptive content. In its most basic definition, adaptive content can be described as an idea that is repurposed and reused over and over again. Think of a character like Frankenstein. The character first appeared in a novel, then became a movie adaptation, and has since appeared in comic books, radio programs, and TV serials.
When it comes to marketing what starts as a tweet can be turned into a blog post, an e-book, a podcast, a YouTube video, a PowerPoint presentation – the list goes on and on.
Of course, there’s a little bit more to adaptive content than that basic definition. Noz Urbina states on Content Marketing Institute that, “Adaptive content is a content strategy technique designed to support meaningful, personalized, interactions across all channels.” Or, as Demian Farnworth states on Copyblogger, “It’s almost like choosing your adventure.”
Give Your Content Direction
So, you have made the decision to use digital content to enhance your business marketing efforts. While this is a great way to generate traffic to your website, you should also analyze the purpose of your content and develop a strategy that prepares your content so it becomes an effective marketing tool.
The first step in formulating your content strategy is to identify your potential audience. Work to determine who is most likely to read your content and what specific information they may be seeking. Your next step will be to calculate how your goals may be achieved by catering to the needs of your content readers.
Always be sure to give your content purpose. No matter how well your content may be written, your content will have no value unless it gives the reader what they need or want. Research factors such as the buying habits of your potential readers and how your product or service can help them. Design your written material to encourage readers to further investigate your website. Review the SEO value of the material to ensure it can be found on web searches.
Adaptability is Vital
Always be sure to give your content purpose. No matter how well your content may be written, your content will have no value unless it gives the reader what they need or want. Research factors such as the buying habits of your potential readers and how your product or service can help them. Design your written material to encourage readers to further investigate your website. Review the SEO value of the material to ensure it can be found on web searches.
“Your book provided us with clear insights and practical tips to make our content designs more adaptive and customer-centric.”
Always Blog
A blog idea could originate from a single entry on a social media platform like Twitter. This idea can be expanded from a few brief sentences to a blog post that conveys the information, expresses the author’s views on a given topic, and opens up a discussion for others to participate.
Trends to watch
I have identified these trends:
- It’s proven: channels don’t all need their own creative. Get over it!
- Omnichannel and adaptive content are proving vital but need new content strategies.
- Content personalisation is getting a bad name, but that’s our fault.
