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The 5 Ws of Adaptive Content: Making Content Contextually Appropriate on Any Channel

Online | On Demand

Content is the cornerstone of modern business because it represents our brand when we’re not there, it serves as the collective memory of our expert staff and research, and it extends our reach across the globe, allowing brands to connect with customers in a more meaningful way.

However, the proliferation of new channels, paired with constantly rising expectations of convenience, speed, and personalization on every touch-point is taxing even the largest budgets and enterprises in the world. The answer is a new approach to how we plan, create, manage, govern, and deliver our content. We need to evolve beyond traditional campaign- or channel-based deliverables to adaptive, omnichannel content built around moving customers forward along their journeys.

In this live webinar, brought to you by OpenText Hightail and the American Marketing Association, Noz Urbina will walk you through the who, what, when, where, and why of getting started with intelligent, adaptive content.


Noz Urbina

Urbina Consulting

Noz Urbina is a globally recognised 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 personalised, 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 programme in content strategy at the University of Applied Sciences, Graz, Austria. In 2013 he founded his own consultancy Urbina Consulting and in 2018, co-founded the omnichannel events organisation OmnichannelX.


OpenText Hightail is the essential collaboration software for creative content reviews and approvals. With one place for creative and marketing teams to share large, multimedia files, collect precise feedback and approve content, Hightail streamlines the creative process and helps teams keep marketing campaigns on schedule.


The 5 Ws of Adaptive Content: Making Contenet Contextually Appropriate on Any Channel