building your adaptive model: setting goals using the adaptive content maturity model

BUILDING YOUR ADAPTIVE MODEL

Setting Goals Using the Adaptive Content Maturity Model

Don Day, Learning by Wrote

& Jenny Magic, Raise Your Hand Texas

@DonRDay @JennyLMagic

@DonRDay • @JennyLMagic • #intelcontent

AGENDA

1. Adaptive Content Definitions

2. Milestones and Metrics

3. Adaptive Content Maturity Model

1 Defining Adaptive Content

ADAPTIVE CONTENT IS INTELLIGENT CONTENT

APPLIED TO USER GOALS

Adaptive Content Defined

“Intelligent Content - Content that is structurally rich

and semantically categorized and therefore

automatically discoverable, reusable, reconfigurable,

and adaptable.” - Ann Rockley

Adaptive Content is Intelligent Content that uses rules

and logic to adapt to the needs or context of the user.

Adaptive Content

EcosystemSemantically

Categorized

Structurally

Defined

Intelligent

Content

Adaptive

Content

(device awareness)

Automated

Recommendations

(user awareness)

Diagram courtesy Noz Urbina,

@nozurbina

Intelligent Content Checklist:

❏ Free of formatting in source files

❏ Free of sequential writing or positional dependency

❏ Labeled with meaningful metadata

❏ Structured into smallest useful chunks

❏ Built to be automatically validated for compliance with

business standards

Bad Examples to Highlight Good Standards

● Formatting in Source Files:

● Positional Dependencies:

“As you read above...” or “See below for…”

● Non-semantic metadata:

“field 1”/ “field 2” (vs. “term”/ “definition”)

ADAPTIVE CONTENTIS THE HEART OF

HUMAN-CENTERED SYSTEMS

What Adaptive Content is NOT

1. Adaptive Content ≈ Intelligent Content

2. Adaptive Content ≈ Personalized Content

3. Adaptive Content ≠ Responsive Web Design

Adaptive Content vs. Responsive Web Design

1. Responsive Web Design is all about the device.

2. RWD is a manual process/ doesn’t require structure.

3. Adaptive Content applies logic to adapt to the user or

the context.

4. RWD can ONLY be defined in relation to the content

container; Adaptive content can exist regardless of

when or how it will be displayed.

Prototyping Some Adaptive Content Experiences

If your content is: Then this logic: Can deliver this experience:

Richly structured (e.g.

terms/ definitions in

separate containers).

User agent sniffing,

media query subsetting

Content scope appropriate for

the device of the user.

Described using

meaningful metadata

(e.g. specific persona).

Facets in search; filters

in retrieval

Content selected/adapted for

the goals of the user.

Configured to align with

organizational goals.

Rules processed by a

recommendation engine

Relevant content the user

didn’t know existed.

Benefits

Intelligent, Adaptive Content:

● Is future-proofed for uses and devices yet to be invented

● Is a business asset, rather than a storage nightmare

● Can become an archive for business knowledge and

culture

● Broadens the definition of personalization

● Adds scope and handles for adaptive, customized use

STEPS TO ADAPTIVE CONTENT

1. Define the Content Strategy

2. Define the Rules

3. Build the Adaptive System

Define the Content Strategy

1. Identify business goals and define content pathways

and patterns.

2. Model the information types and their relationships to

each other and user goals.

Define the Rules

1. Express those requirements as reusable instructions

(i.e., guidelines, business rules, or schemas).

2. Apply documented requirements to both content and

business workflows.

Build the Adaptive System

● Message the new goals to the organization and to

stakeholders.

● Train the writers and programmers as needed.

● Create/migrate content needed to drive adaptive

processing.

● Build/buy the logic that implements those rules.

2 Adaptive Content Maturity Model

Adaptive Content Maturity Model

1. Phase 1: Targeted Content Marketing

2. Phase 2: Repeatable Processes

3. Phase 3: Content Structured for Reuse

4. Phase 4: Automated Adaptive Content

5. Phase 5: Content Interoperability

The Adaptive Content Maturity Model

Intelligent Adaptive Interoperable

Targeted

Content

Marketing

Automated

Adaptive

DeliveryStructured

for Reuse

Repeatable

ProcessesPHASE 1

PHASE 2

PHASE 3

PHASE 4

PHASE 5

Content

Interoperability

Phase 1: Targeted Content Marketing

Goals: Conversion

Need to

know: User motivations

Need to do: Focus on the message, unique content for each platform and campaign

Roles: Content Marketer

Tools: Website, blog, email tool (ESP), social media, paid advertising

ROI: Increased conversions

Phase 2: Repeatable Processes

Goals: Content with longer shelf life, synergy, and efficiency

Need to know: Content Process

Need to do: Define content workflows, taxonomies, author experience, customize CMS,

“spreadsheet governance.”

Roles: Content Marketer, Content Strategist, CMS developer (tweaks)

Tools: Editorial calendars, spreadsheets, content audit, CMS platform

ROI: Improved productivity; repeatable, quantifiable processes.

Phase 3: Content Structured for Reuse

Goals: Content Reuse (manual)

Need to know: User story abstractions; buyer journey variations (pathways through content)

Need to do: Create and structure content variations; define content relationships and

content models; manual rules for reuse and adaptivity.

Roles: Content Marketer, Content Strategist, Advanced CMS Dev

Tools: Excel spreadsheet of rules; sticky notes; content modeling templates

ROI: Content reuse, improved RWD, prototype adaptive experiences

Phase 4: Automated Adaptive Content

Goals: Automated content reuse and adapting

Need to know: Content Delivery abstractions - right content, right user, right time.

Need to do: Define database schemas; define triggers for automated reuse; evaluate/

optimize content workflow; re-architect CMS or CEM

Roles: Content Marketer, Content Strategist, Sr. CMS Dev, Content Engineer

Tools: Advanced, modular CMS; Taxonomies

ROI: Automation of your formally prototype adaptive experiences

Phase 5: Content Interoperability Goals: Content reuse across systems, platforms, and organizations

Need to know: Standards, publishing process, content storage & usage policies, firewalls

Need to do: Align rules and standards across systems (markup, taxonomies, etc.)

Roles: Content Marketer, Content Strategist, Advanced CMS Developer, Sr.

Content Engineer

Tools: Component Content Management System (CCMS); Standards (shared

markup conventions)

ROI:Full automation for adaptive publishing; in other words, fully integrate the

structure, the semantics (i.e. the intelligent content) and the adaptive logic.

The Adaptive Content Maturity Model

Content

Interoperability

Intelligent Adaptive Interoperable

Targeted

Content

Marketing

Automated

Adaptive

DeliveryStructured

for Reuse

Repeatable

ProcessesPHASE 1

PHASE 2

PHASE 3

PHASE 4

PHASE 5

Overview

● Web sites and content can be richly structured,

independent chunks.

● Meaningfully described content can be reused and

reconfigured in infinite forms.

● Adaptive rules allow for more specific, personalized

retrieval of chunks.

● Configurations can be machine-built for user goals,

context, device, etc.

Resources

● http://www.intelligentcontentconference.com/mother-of-content-strategy-embraces-content-marketing/

● http://contentmarketinginstitute.com/2015/01/evolution-content-marketing-include-intelligent-content/

● http://www.intelligentcontentconference.com/intelligent-content-elephant-parts/

● http://www.simplea.com/Resources/Choosing-the-Ideal-CMS/

● http://www.clevegibbon.com/content-modeling/

● http://www.slideshare.net/jlemmons/getting-started-with-adaptive-content

● http://www.sarawb.com/2012/12/12/introducing-content-everywhere/

● http://www.thelanguageofcontentstrategy.com/

● http://meetcontent.com/blog/structured-content-an-overview/

● http://www.digitalgov.gov/2013/07/29/how-to-create-open-structured-content/

Don DayContent Solutions Consultant

Learning by Wrote

Jenny MagicCommunications Strategist

Raise Your Hand Texas

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