While the phrase Content is King is still being tossed around quite frequently, adaptive content is also inside this royal internet monarchy. Simply put, this strategy is designed to implement a relevant, meaningful and personalized approach across multiple channels and devices.
While many of us are familiar with acronyms like CMS (Content Management System) or UGC (User Generated Content), the lesser known COPE (Create Once, Publish Everywhere) can be synonymous with the importance of creating adaptive content. Think of it this way, 76% of consumers feel closer and more comfortable about products after reading custom content.
So why is creating this personalized, creating and meaningful approach to content marketing so important today? Let’s look at some more statistics that support this claim:
The Point of Personalization
When it comes to creating custom content, 94% of businesses feel that personalization is crucial for their success. What drives this concept is broken down as follows:
Improved business performance (10%)
Improved customer experience (25%)
Both of these (65%)
Although these statistics point specifically to the use of website content, it can certainly be applied to content marketing in general, especially adaptive. When it comes to personalization, think of your target audience, demographics such as age, gender, even location.
Suppose you were marketing baby clothes, then you would be generating content aimed at mostly to younger, married, women living in the suburbs. Not that this should be your entire focus, but its definitely a place to start and concentrate the majority of effort.
Mobile Device Domination
We all understand the importance of a “mobile first” mentality given the omnipresent handheld devices in the arm’s reach of the vast majority of today’s consumers.
For example, the use and generation of QR codes that describe an item or product, exemplifies the fact that consumers are utilizing their devices at the beginning of their buying journey since 88% of customers research online before making a purchase. This is also why providing meaningful content to customers online is so important for today’s mobile and internet savvy consumers.
Social Channels
One of the most important and multiple channels available to us for our adaptive content strategy is by utilizing social media networking aboard the many popular networks. Here are two interesting statistics aimed at these sites:
On their smartphones, 77% of users are accessing social media and search engines
In a Consumer Search survey, 65% of respondents say they look to social media, friends and family for purchase ideas
And after seeking advice about purchasing from inside their own circle, almost all of those who replied, 64%, expect businesses to do the same, offering the same type of buying inspiration.
Action and Reaction
When users are browsing on their smartphones, nine out of ten searches made on these handheld devices ends with some type of action, purchase, download, appointment, visit to a business, etc.
Web and Showrooming
Another rising consumer trend is “reverse showrooming” also known as “webrooming,” where customers are researching products online, but eventually head into brick-and-mortar storefronts to make their purchases. Conversely, “showrooming” is when consumers are already inside a business and researching products and services.
As you can see, these are just some of the many reasons, backed with powerful statistics, that show how important the creation of adaptive content is to our businesses. Publishing relevant, meaningful and personalized data is better for both our company and today’s busy, mobile, online consumer.
Nick Rojas is a business consultant and writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years.
