10 Reasons Why Adaptive Content Is the Future of Marketing
Since adaptive content comes in too many forms and can be distributed across any channel, the concept may seem a bit complex to understand. Nevertheless, it’s really simple in its essence. It doesn’t matter what form of content you have in mind; you can make it adaptive by making it more personal.
Clarification: What Is Adaptive Content?
Adaptive is the keyword here. This type of content is planned and designed around the needs, goals, questions, and mood of the target audience. The goals of the marketer are adapted in a way to suit the needs of the consumers. The content needs to provide value to the community while promoting different products, services, brands, or projects at the same time.
When someone accesses the adaptive content you promote, they have a feeling you know them. You understand what they need and you provide solutions that make their lives easier. In other words, adaptive content speaks to its recipients.
“Hey, you! Long time no see… How about a discount code that gives you 10% off your next order?” – That’s an example of content that speaks to the reader. In this particular example, it can come in the form of an email message or a banner that pops up when a subscriber longs in after a longer period of passivity.
The content doesn’t have to come in a strict form to be adaptive. It can be a presentation, infographic, video, blog post, email newsletter, podcast, or any other form you can think of.
Do you need more convincing to shift your marketing strategies towards adaptive content? These 10 facts prove that’s the future of marketing.
Reasons for Turning to Adaptive Content
1. Adaptive Content Supports Multiple Devices
Multi-device experiences are important for any target audience. If you want to interact with your audience, you need to develop content that’s accessible through any device. Adaptive content is often discussed along with responsive design, but there are differences between these two concepts. Responsive design refers to the layout of the content, whereas adaptive refers not only to the cosmetic appeal of the design, but also to the substance and capability of the content.
This kind of content automatically responds to the orientation and screen size of any design, but it also delivers relevant information the audience can relate to.
The same content can be made adaptive for different devices by subtle changes. For example, the call to action may show up as ‘tap’ on a tablet, ‘click’ on a laptop, or ‘say proceed’ on a vehicle’s GPS tool.
2. It Makes Communication Easy
The point of content marketing is to speak out to your audience and deliver your message to them. Adaptive content takes things further: it enables two-way communication between the brand and its audience. You probably remember those salespeople who went from door to door and addressed every single one of their targets personally. They asked questions about their lives to learn about the problems they faced, and then they magically found a way to present some products as the ultimate solution.
Adaptive content works according to the same principles. You learn what your audience wants, needs, and struggles with, and you find solutions that are adapted to their lifestyle.
3. It’s Good Karma
Have you heard about content karma? The more value you give to the online community, the more you’ll get in return. Since adaptive content provides true value that’s personalized to the needs of your audience it means it will bring great results in terms of website popularity, backlinks, and earnings.
4. Adaptive Content Makes Email Marketing More Effective
If the content in your email campaign is generic, it won’t attract a great deal of buyers and website visitors.
Goodreads, for example, sends emails with updates about friends’ activity. That’s a good example of adaptive content. Instead of sending general messages like “check out what’s new on Goodreads,” the users are getting personalized content they are actually interested in.
5. It Gives You Chances to Get Creative
It’s not easy to create a piece of adaptive content. It takes a lot of brainstorming, research, and audience analyzing. Then, you need to incorporate all goals you want to achieve with the marketing campaign into a piece that looks effortless. Your audience should not even perceive it as promotional material.
6. Adaptive Content Never Gets Old
This approach can be applied to any type of business. It’s that adaptive! However, it’s also current and sustainable. You can distribute it in any form, across any medium. Adaptive content is not a technique you implement within a month. It’s a long-term journey with many alterations and evolutions along the way. You will adapt your methods to the standards imposed by future trends, but the main approach will never get old.
When a call to action is made adaptive, people get customized experience that makes them feel closer to the brand.
7. It Boosts Your Online Presence
With adaptive content, you can be everywhere! You can build a presence on all social media, blogging platforms, forums, online communities, article directories, TV, newspapers, radio, billboards, and any other medium that comes to your mind.
With enough creativity, you can adapt your call to action to multiple platforms and it will never get boring.
8. Adaptation Improves the Quality of the Content
When you adopt the adaptive approach, you’re no longer focus on producing articles for the search engine. SEO is still important if you want your website to get more visitors, but too much focus on it makes the content appear robotic and lifeless. With the adaptive approach, your publications will still be attractive to search engines, but they will be more informative, richer, and more personalized than ever before.
9. It Gains the Customer’s Trust
Can you think of a better way to gain the trust of a customer than showing how much you care about them and providing the solutions they need? That’s the main advantage of adaptive content! When someone gets a message that seems personalized to their own likes or problems, they trust in the solutions you have to provide.
10. Adaptive Content Leads to More Sales
Why do you think those salespeople acted like they knew who you were although they were talking to you for the first time? Instead of describing the general features of the products, they told you how those products would change the way you perform daily tasks. That’s what adaptive content does, too.
The mere action of personalizing the content will boost the leads, as well as the sales. When your calls to action affect people, they increase the awareness of the brand and lead to an obvious result: more sales. Isn’t that what we all want?
The goal of shifting your focus to this kind of marketing is clear: it makes your campaign more successful and sustainable. Are you ready to give it a try?
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- 10 Reasons Why Adaptive Content Is the Future of Marketing - August 16, 2016