Adaptive content design and modelling online workshop

Noz Urbina

Single-source, multichannel content – also known as COPE (create once, publish everywhere) – is the holy grail of digital publishing. To get there, brands have to move away from generic content and learn how to adapt content for more personalised, context-relevant delivery via applications, online, social media, wearable devices and more.

Type:

Duration: 12 hour(s)

Date: Various

Cost: 310,00 + tax

About This course

Single-source, multichannel content – also known as COPE (create once, publish everywhere) – is the holy grail of digital publishing. To get there, brands have to move away from generic content and learn how to adapt content for more personalised, context-relevant delivery via applications, online, social media, wearable devices and more.

This workshop, run in conjunction with our training partner Urbina Consulting, is designed for digital communicators who want to understand, use and scale adaptive content that will handle multi and even omnichannel needs.

This is one of the few workshop sessions available that can also future-proof attendees for advanced paradigms, such as wearable devices, multi-screen interactions, embedded user assistance, augmented reality and more.

WHAT YOU'LL LEARN

In this practical session, you’ll learn a proven methodology of analysing and structuring your content so that you can create omnichannel, personalisation and automation-ready content – free from the restrictions of the browser.

You’ll walk away with:

  • a solid sense of what structured, semantic content actually is and its relationship to adaptive content, multichannel and UX
  • a grounding in the key concepts required to approach semantic content modelling
  • the knowledge that your content is already more structured than you might realise
  • templates and an analysis process you can use immediately after you get back to work.
2020-10-10_2223

I found my session with Noz educational, stimulating, and relevant to my work.

HOW YOU'LL LEARN

Adaptive content modelling is usually delivered as a two-day workshop, although other customised options are available by arrangement. Sessions can take place at your office or as part of an internal event you have already organised.

Learning is interactive so laptops (with Excel and Word installed) are required. The training includes hands-on exercises to help you model your own content in a future-proof way.

COURSE OUTLINE

Market context and business pressures

  • Key concepts: Customer journey mapping, multidevice, multichannel, multi-screening, omnichannel, personalisation, contextualisation, taxonomy, metadata
  • Content in four dimensions – rethinking how content is perceived by customers today; planning for geographic, device, time, context and person-specific delivery

Solutions

  • Customer journey maps
  • Semantic content modelling
  • Metadata and structure
  • Semantics and SEO
  • Taxonomy and adaptive content
  • Building modular information products

Exercises

  • Breaking up traditional content and modelling semantically
  • Documenting content models
  • Making content adaptive with taxonomy mapping

WHO'S IT FOR

This practical session is suitable for any content or design professional and will show you why you want and need to have adaptive content structures to optimise omnichannel customer journeys.

Its hands-on introductory exercises will help you design content models in a channel-agnostic, future-proof way.

MEET THE COURSE LEADERS

Noz Urbina will be leading the training. Noz is a globally recognised content strategist and modeller. He’s well known as a pioneer in adaptive content modelling to support rich, personalised, and contextually relevant content across the user journey. In fact, if you search for ‘adaptive content’ you’ll probably see his definitions in Google’s Knowledge Graph.

He is also co-author of the book Content Strategy: Connecting the dots between business, brand, and benefits and recently wrote an excellent blog series for Firehead on adaptive content. Noz also teaches content modelling as a guest lecturer at the University of Graz, Austria.

More courses coming soon

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