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Introduction to Adaptive Content: The Omnichannel Personalized Content Strategy

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As channels proliferate, the challenge of building a cohesive, consistent, and evolving conversation – the kind that builds strong relationships with consumers and users – gets much harder. 
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. It’s a new and strategic and structured way of designing content that vastly increases return on investment, longevity of evergreen assets, and prepares teams for the balancing act of maintaining quality while delivering contextual, data-driven messages across all customer touch-points. 
Join us to see examples and get your to-do list for looking great, no matter how many plates your team has spinning. 

Noz Urbina

Noz Urbina is a globally recognized leader in the field of content strategy and customer experience consultancy. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalized, contextually relevant content experiences in an omnichannel environment. He is also co-author of “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the masters program in content strategy at the University of Applied Sciences, Graz, Austria. He founded Urbina Consulting in 2013 with the mission to help brands have the kind of relationships with people that people have with each other.  


Introduction to Adaptive Content: The Omnichannel Personalized Content Strategy You Need to Implement