Noz Urbina

Workshop

Adaptive Content Modelling

One of today's most daunting content delivery challenges is adapting your message for personalised, even context-specific distribution, on a diverse array of target devices and channels. This session will teach a proven methodology to analyse, enrich and structure your content to help authors create omnichannel, personalisation and automation-ready content. Content modelling is the backbone of an omnichannel content strategy.

This session will show you how it's done, and connect the dots between personalisation, semantic content, content reuse, responsive design, omnichannel and multichannel delivery and user experience. Single-source, omnichannel content - also known as "Single source of truth" or "CODA (create once, deliver anywhere)" content - is no longer a pipe dream, it's an imperative. Companies of all sizes, are looking for content that can be personalised and then delivered to the browser, available for reuse, and accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners - even in wearable technologies. All this should improve the experience of users, and of course, benefit the organisations that serve them. Adaptive content unifies all these concepts and makes such a paradigm possible.

This practical session will show you why you want and need to have adaptive content structures to optimise user experience today. Its hands-on introductory exercises will help you model your own content in a future-proof way.

Biography

Noz Urbina is a globally recognised leader in the field of content strategy and customer experience consultancy who can effectively bridge organisational and user goals. He is well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually relevant content experiences in an omnichannel environment. He is co-author of the book "Content Strategy: Connecting the dots between business, brand, and benefits" and lecturer at the University of Applied Sciences, Graz, Masters Programme in content strategy.

He has coached teams, developed processes and spearheaded solutions that have helped organisations leverage content assets to stand out in their sectors, while avoiding headcount increases and wasted costs. After 14 years in the content world, he founded his consultancy Urbina Consulting in 2013.