To make content intelligent so that it can be readily adapted requires greater upstream thinking and wider involvement from those responsible for planning, creating and managing content. In short, a unified content strategy. However, adaptive content also requires flexibility from the content architecture(s) delivering those unified content strategies. In this session, Cleve will present a couple of content architectures for delivering adaptive content.
5. We see:
Print brands struggling to adapt their content to
digital platforms.
‘Digital’ brands fighting the new battle to get
mobile.
6. We’ve Learnt:
“Unstructured content is stupid and old-fashioned.
It’s costly, complex, and does not generate a
competitive advantage.”
Ann Mulcahy,
Former CEO of Xerox
