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Why Adaptive Content is so Important to Content Marketing

  • December 5 2014
  • Comments Off on Why Adaptive Content is so Important to Content Marketing

Does your content convert visitors into buyers and first-time buyers into loyal customers? If the answer is no then you are amongst the many other businesses who are struggling with this same ordeal. Some businesses today are finding adaptive content to be an excellent way to increase customer retention and ROI. If you’ve yet to hear about this content strategy, you likely have already witnessed it. It’s not quite widespread just yet, but many more businesses are beginning to implement adaptive content into their marketing campaigns. Understanding what adaptive content is and how it can benefit your business initiatives is very important. Here’s a deeper look into the concept of adaptive content.


What is Adaptive Content?

Adaptive content is content that’s written around what a company knows about a particular customer. So rather than hashing out the same static content for everyone, the content is tailored to the history a customer has with the business. For example, a first time customer would receive a different email than one who has purchased from your business a couple of times. This offers a more personalized experience for customers across different venues, including email, social media, Web site and direct mail. The term is oftentimes used interchangeably with “personalized content.” The content is solely based on the relationship the customer has with the business. In order to make adaptive content, the business must collect and store information about their customers, including their personal details, previous purchases, searches, etc.


Changes in How Content is Created

In order to make adaptive content work, the content marketer has to use personas that help them to create the content. It’s like putting together a puzzle, which consists of the following pieces:

  • Finding the relevant persona for the content
  • Knowing the stage(s) of the buyer journey for each of the personas
  • The content formats that will be used for each version of content
  • Which channels will be used for the distribution of the different content versions

From day one, the content marketer is able to determine how many and which versions of content will be made and used. More work is involved, since more than one version will have to be written.


Benefits of Adaptive Content

If you’re one of the businesses who have yet to implement this into your marketing plan, you can be a step ahead of the trend by doing so. Once you have integrated adaptive content into your business, you’ll see that there are a variety of benefits. You’ll find the word empathy being passed around the offices of marketers everywhere, which revolves around getting inside the heads of your target audience, then speaking directly to them about what they want and need to know. Here is a look into the possible benefits of using adaptive content:

  • Boost customer interaction
  • Gain trust of customers
  • Build strong relationships
  • Create loyal customers
  • Increase your ROI
  • Cater to the specific needs of customers

These are all things that are very important for making a business’s marketing strategy a success.


Having content that speaks to your customers personally can be a great way to show them you care. Customers like to be treated as people, which is more reason to base your content around what they truly need. It’s false to assume that all of your customers are the same and that you can use a generic piece of content to connect with them. With adaptive content, you have the ability to reach out to individual customer sectors and appease them in a way you previously couldn’t. If done correctly, this will eventually grow greater customer satisfaction and boost your returns. There are companies already reaping the benefits, so give it a try to see how well it works for your business.

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Cameron Mackey

Cameron is the Content Manager for the Vorongo Blog. He has spent three years in various content marketing roles. When he is not working with Vorongo he enjoys photography and hiking.

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