adaptive content

David Kusserow



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Adaptive content is web content. They have been designed in such a way that they can be displayed and disseminated to specific target groups, regardless of the means of communication. The contents should be designed as flexibly as possible in order to be universally applicable.


With Adaptive Content, content can be designed within the framework of content marketing in such a way that it can be presented on different platforms with little effort.

adaptive content
Image credit: © macrovector –

The content, which is prepared for specific target groups, is designed in such a way that it can be presented to users equally on websites, Facebook, Instagram, YouTube and other social media channels.

The concept of Adaptive Content

With the increase in mobile search queries and search engines like Google, Bing & Co are incorporating more and more variable factors like the timing and location of search queries into the creation of Search Engine Result Pages (SERPs).

This means that the answering of search queries is becoming more diversified, which presents webmasters with the challenge of designing their content to accommodate this changing way Google works. Of central importance is the added value of the content and the consideration of different scenarios in which users may find themselves. The content is optimally adapted for each scenario, making full use of all technical possibilities and satisfying the user’s needs in the best possible way.

Adaptive Content: Overview of possibilities

The basis for Adaptive Content is content with specific characteristics. These can be reduced to a few key elements for better understanding. The model used in this case is called COPE: Create Once – Publish Everywhere.

Basic techniques of Adaptive Content are

  • Mutable: In order to publish content on different channels, it must be designed in such a way that it can be used as often as possible and in different contexts. The content is initially created in rudimentary form, regardless of the subsequent publication format.
  • All content must be designed to be usable regardless of the device on which it is ultimately read or viewed.
  • Target group specific: If possible, a personalized target group approach should be realized. Different audiences have different content requirements on different channels. The content can be adapted to the different characteristics of a target group and their respective requirements.

How important is Adaptive Content for SEO?

The overarching content marketing strategy begins before the content is published. It starts well before publication with the creation of high-quality content that not only adds value to the user, but also adapts to different channels and usage scenarios. The user and their needs become the linchpin of content creation.

If the content can anticipate user questions, the impact will be immediate. Adaptive content can significantly increase interaction with users and customers. Feedback has a positive impact on the trust of potential customers, while the technical possibilities of interaction show a high degree of innovation. Especially in technical industries this can be a competitive advantage.


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