Whether or not you’ve heard the term, you’ve probably seen adaptive content at work. By its very nature, adaptive content can be hard for an individual to spot, but chances are, it worked.
Businesses that have embraced adaptive content have seen huge returns. Website visitors who see content based on what the business already knows about them convert three to 10 times more than non-personalized content viewers. Those are the kinds of numbers of which all marketers dream.
At Content Marketing World this year, Jenny Magic and Melissa Breker discussed how adaptive content is changing content marketing, and what strategists and tech teams need to know about it. But a growth in adaptive content doesn’t just influence the work of strategists and tech specialists, it should cause meaningful change for content creators as well.
What is adaptive content?
Adaptive content was recently defined by Noz Urbina as being “a content strategy technique designed to support meaningful, personalized interactions across all channels.”
For marketers, the term often is used interchangeably with “personalized content,” as the end result is a more customized user experience that accounts for who is consuming the content and that individual’s prior relationship with the company.
