In today's B2B digital marketing landscape, it's increasingly important to provide information that is both timely and relevant for your prospects and clients.
Time is critical for everyone and it is vital that your message grabs your readers attention and encourages them to engage with your content, ultimately influencing their purchase decisions. So, what is the magic bullet for making content that is appropriate for your various prospects but won't be labor intensive for you? Adaptive content.
Adaptive content is essentially upgraded content marketing. Simply put, any inbound marketing initiative already has content as its foundation but adaptive content takes it up a couple levels with defined content personas that fit into a prospect's progress during the buyer's journey.
Understanding the buyer's journey is helpful when determining your adaptive content strategy. The steps logically occur as follows: awareness, interest, evaluation, commitment, referral. This is true whether the sales cycle for your product is two minutes or two months.
The steps on the journey take a person through awareness of your product through purchase and referral. The beauty of adaptive content is that you can craft content to speak to prospects and clients at each point on their journey so that it hits home every step of the way.
Each prospect falls into a persona category which is loosely based on demographics, skills, patterns, goals and more to create a fictional, yet realistic, character group. Inbound marketing luminary, Hubspot, defines buyer persona as "a semi-fictional representation of your ideal client based on market research and real data about your existing clients." Part science, part art, defining the scope of your buyer persona is critical in developing a relevant adaptive content strategy.
Content today must appeal to each persona at each stage of the buyer's journey. So before content is created, it's a good idea to map out the various persona categories for your prospects and then the channels for delivering that content. That will give you an opportunity to view the content strategy for each particular initiative before launching.
This may seem like an inordinate amount of work to create some content. Wouldn't it just be easier to create some product information and be done with it? Easier, perhaps. But, smarter, no.
It's good to remember that the more you can personalize your content, the closer you are to a sale. If a prospect thinks that you not only understand his needs, but also anticipate solutions for him, you'll be miles ahead of any competitive companies.
Adaptive content is especially important in B2B inbound marketing initiatives because it lets companies build relationships and client loyalty. Businesses expect, or at least hope for, lifetime loyalty be it in the form or retention or referral, so companies that utilize adaptive content are ahead of the game in playing a proactive part in those relationships. Adaptive content helps a company maintain the dialogue.
Organizations all over the world are using adaptive content as a part of their inbound marketing strategies more and more. While it may take some time to get it right--there's really no formula for guaranteed success--the very nature of adaptive content marketing is one of trial and error.