Author: Noz Urbina

Noz Urbina is a globally recognized content strategy consultant and trainer specializing in marketing and technical communication for multinational clients. He delivers frequent workshops and keynotes on cutting-edge content techniques, co-authored "Content Strategy: Connecting the dots between business, brand, and benefits," and tweets on @nozurbina. Noz founded Urbina Consulting and is Strategic Marketing Director and Events Chairperson for Congility.com.

By noz-urbina published December 24, 2014

The 5 Ws of Adaptive Content: A New Look at Making Content Contextually Appropriate

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Adaptive content is a content strategy technique designed to support meaningful, personalized interactions across all channels. It is content that is conceived, planned and developed around the customers: their context, their mood, their goals. This definition isn’t device- (or even technology-) specific. Adaptive content can cover all content, on all channels.

The urgency of supporting personalization that considers multiple channels is apparent from stats like this:

  • 94% of businesses say personalization is key to success (Source)
  • 48% of shoppers say they’d like to use a phone to shop while in stores (Source)

Every business model is impacted. We’re now in a multi-channel world where all consumers want tailored delivery.

As we explore adaptive content’s very significant potential, we will also define and contextualize omni-channel content strategy.Continue Reading

By noz-urbina published October 27, 2014

How to Adjust Your Content Strategy for Adaptive Content Personalization

adaptive-content-strategy In a recent CMI post, I explored the omni-channel technique of adaptive content. As a follow-up, I wanted to dive a bit more deeply into the changes marketers and content strategists will need to make, in terms of how we think about and plan our content models and content marketing strategies to actually make them adaptive.Continue Reading

By noz-urbina published September 19, 2014

Adaptive Content: The Omnichannel Technique You Need to Implement

guy viewing water, mountains-scenicAdaptive content is a content strategy technique designed to support meaningful, personalized, interactions across all channels. The urgency of supporting personalization that considers multiple channels is apparent from stats like 94 percent of businesses saying personalization is key to success, and 48 percent of shoppers saying they’d like to use a phone to shop while in stores. But it’s more than retail and B2C. Every business model is impacted. We’re now in a multichannel world where all consumers want tailored delivery.

As we explore adaptive content’s very significant potential, we will also define and contextualize omnichannel content strategy and examine the value proposition they hold for content marketing.Continue Reading