Using Adaptive Content to Touch Your Target Audience

You may or may not have heard the term, “adaptive content.” Well, if you are unfamiliar with the term, it is exactly what you might have guessed it to be. It is content that can adapt to the audience and the context. That means that it can adapt (or change) every time you use it in the look and feel as well as the concepts that lie beneath the surface.

Getting to the heart of the matter

There are several factors that are involved with adaptive content. It is actually quite a revolutionary concept when it comes to communicating effectively through your content. The nature of content in the traditional sense is that it makes statements (hopefully profound ones) and shares concepts that appeal to other people and that touch the other people in a way that causes those people to want to learn more and to interact with you. Some of the factors that are involved with adaptive content spreading its magic are the following:

• The hardware: The device that you use will cause the content to adapt to its surroundings. Of course, that is extremely relevant because most people have more than one device that they use regularly to read content. Adaptive content makes it very for you to deliver your message and tell your story effectively and for the other person to absorb your content in the best, most valuable way possible. Everyone wins!

• The context: When the other person has access to the content, where the person has access to it, as well as speed, external temperature, etc., are all a part of the context. 

• The target audience member: The person is probably the most important factor when it comes to adaptive content. There are several demographics that contribute to this feature, such as gender, age, language, and where the person is in his or her life (the stage).

Does your business have the sophistication to make it happen? 

It is probably is not a given that your business will automatically adjust and accommodate itself to adaptive content effectively and successfully. Adaptive content is smart content and that will take some doing to get it to where it has those capabilities. Now that it has been established that you will need to take some steps to be able to make it happen, let’s talk about the basics of adaptive content.

Adaptive content is about content delivery 

Your content (delivered to a specific device) goes through a change in appearance but the fundamental aspects of the content do not change. It just looks different than it would on a different device.

It not only physically adapts to its surroundings (depending on the device itself) but it also emphasizes specific aspects of the content based on the device as well. The content is completely focused on that particular reader and what is highlighted will make a tremendous difference for the reader. The responses that it will give to the reader, based on how the reader responds to that content, will be a perfect fit with the device. In other words, it is totally relevant to the device itself. 

Another interesting and useful capability of adaptive content is about exactly what is delivered to the reader. If you write a long and a short description of your brand and offerings, the adaptive content knows enough to deliver the long description to laptops and PCs and it knows to deliver the short description to smartphones. Of course, that will only work if you write both long and short descriptions and tag each one appropriately.

Personalizing the content

Personalizing the content can only happen if certain pieces of information have been obtained. Those pieces of information are who the reader is, where the reader is, at what time of the day they access the content, why they want to access it, how they access the content, and on which device they access the content. Adaptive content brings content to the next level. It makes the reader feel as though that content was written only for him or her. 

Conclusion

Adaptive content is a sophisticated content strategy that embraces personalized, significant, enduring interactions. Adaptive content (in concept) can go anywhere and adjust to everything. Using adaptive content to bring your prospective and existing clients closer to you is an extremely intelligent strategy and adaptive content is a very powerful way to accomplish that. It is the next step in solidifying your relationship with the other person and in cementing the idea that when they need what you are offering, there is nobody else who can give it to them in such a successful way.

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