Photo by John Anvik on Unsplash
The Internet is all about leverage. How you choose to build upon your platform will — ultimately — be the deciding factor when it comes to the value associated with your brand. Your target audience is constantly in motion, consuming content where ever they please. They can be in bed, the grocery store, relaxing after dinner on the couch, etc.
As a business owner you can’t predict where your content is going to be consumed. One thing you can do is continue to place the odds in your favor. How? The best aspect about content marketing is that we can predict behavior. In the sense that our target audience is looking to connect, communicate and associate with other members of an online community.
This behavior can be achieved by commenting on a Facebook post, liking a pic on Instagram or sharing content on their Pinterest board. Adaptive content isn’t necessarily about being omnipresent (everywhere), it’s about presenting your target audience with information that is structured and based around a certain narrative.
For example, when re-purposing your content, ask yourself: what is the draw? Does this piece of content create a conversation or evoke emotions? Does it play into the narrative surrounding your brand. Creating Adaptive content is mainly focused around a process where you’re content is produced with intent to re-purpose in mind.
Gary Vee has been a master of this philosophy by taking one piece of content and chopping it up into hundreds of pieces. Which lead into hundreds of other pieces of content. Creating a massive cycle of content creation.
This can be achieved by focusing on two areas of content production which are: organized content and sustainable content. These two facets of Adaptive content are the bread & butter across all marketing genres. From print to digital, organized and sustainable content can save time and continue to create value for your brand in the long run.
Being able to use a piece of information across multiple platforms encourages content consistency and brand affinity.
Now let’s deep dive into ‘How To Create Adaptive Content’.
Sustainable Content
Does your content have room to grow? live? breathe? Sustainability plays a major role in content being Adaptive. Why? It saves time and still hold the same value as the original piece. You’ll see this aspect of Adaptive content play out on Instagram (if you pay attention) and utilized heavy within the movie industry.
It’s about creating content where you can spread it over a certain time period without having to edit or produce the piece. The biggest task surrounding sustainable content is identifying your starting point when it comes content format. Does it make more sense to go from video to articles or articles to video?
This is why YouTube has grown in popularity because it acts as a point of origin for sustainable content.
Organized Content
If sustainable content is about the information within your Adaptive content, organized content is how you decide to break down that content into consumable pieces across multiple channels. Different platforms will require different approaches. For instance, how you present a Facebook post will be completely different from how you send out a Tweet. Even though you might be speaking to the same target audience, the metadata associated with you content is completely different.
How you organize an email campaign will be completely different from an Instagram post, even though they might hold the same information. This aspect of Adaptive content is important because it plays into the overall process of content creation. Once of you have an idea of how to manage your content, you can better organize your pieces across different platforms.
The key to Adaptive content is to embrace the mindset shift from thinking about a ‘single’ platform to ‘How does this information play across multiple platforms’.
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