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Adaptive Content

Creating harmony between content and technology

Have the RIGHT content To the RIGHT user

of marketers
feel challenged with producing enough content.


At the RIGHT time On the RIGHT device

Adaptive Content

More Flexibility

What is adaptive content?

Building structure into content

Adjusts to
Device User Preference Screen Size

Adaptive content...
can be used on multiple platforms and in many formats should be broken into chunks:
header body sub-head image

is raw and unformatted

contains meaningful metadata that determines what should be displayed based on user preference

Benefits of adaptive content

Making content adaptive creates 5 key benefits


Can be reassembled and recycled

Can be more easily shared and spread

Travels further

Takes your message to more users

Adaptive content in action

Learn how to COPE with content

COPE = Create Once, Publish Everywhere

allowed NPR to increase page views

in just 12 months.


Key takeaways from the COPE philosophy: Build content management systems Separate content from display Ensure that content is modular Ensure that content is portable

Shift your focus to quality rather than presentation and apply adaptive content principles to let your message come through regardless of where or how it is viewed.

Infographic created by, based on the . Download Blue Paper at: Adaptive Content Blue Paper

Mobify. Global Screen Size Diversity Infographic: Sizing Up Man's New Best Friend. Mobify. Mobify, 20 Dec. 2012. Web. 8 Apr. 2013. <>. Jacobson, Daniel. COPE: Create Once, Publish Everywhere. ProgrammableWeb., 13 Oct. 2009. Web. 10 Apr. 2013. <>. Kruger, Lacey. Adaptive Content for a Future-Proofed World. NpENGAGE. NpENGAGE, 19 Oct. 2012. Web. 11 Apr. 2013. <>. McGrane, Karen. Adapting Ourselves to Adaptive Content. Karen McGrane. Karen McGrane, 4 Sept. 2012. Web. 08 Apr. 2013. <>. Content Marketing Institute, and MarketingProfs. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends - North America. Rep. Brightcove, 24 Oct. 2012. Web. 11 Apr. 2013. <>.

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