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

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1 Defining Adaptive Content

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ADAPTIVE CONTENT IS INTELLIGENT CONTENT

APPLIED TO USER GOALS

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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.

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Adaptive Content

EcosystemSemantically

Categorized

Structurally

Rich

Rules

Defined

Intelligent

Content

Adaptive

Content

RWD

(device awareness)

Automated

Recommendations

(user awareness)

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Diagram courtesy Noz Urbina,

@nozurbina

Intelligent Content Checklist:

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❏ 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

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● Formatting in Source Files:

<p style="font-size:1.7em">

● 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

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What Adaptive Content is NOT

1. Adaptive Content ≈ Intelligent Content

2. Adaptive Content ≈ Personalized Content

3. Adaptive Content ≠ Responsive Web Design

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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.

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Prototyping Some Adaptive Content Experiences

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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

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STEPS TO ADAPTIVE CONTENT

1. Define the Content Strategy

2. Define the Rules

3. Build the Adaptive System

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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.

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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.

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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.

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2 Adaptive Content Maturity Model

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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

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The Adaptive Content Maturity Model

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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

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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.

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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

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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

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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.

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The Adaptive Content Maturity Model

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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.

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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/

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Don DayContent Solutions Consultant

Learning by Wrote

Jenny MagicCommunications Strategist

Raise Your Hand Texas

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