Adaptive content modelling for omnichannel UX (Congility 2014 workshop)
This is the second time I have attended Noz Urbina’s adaptive content modelling workshop. And while it is a subject I know very well myself, he still managed to spring some surprises on me – thoughts, concepts that had not previously formed in my mind; background research information of no insignificant value.
Some of these revelations were amusing, from a certain perspective. Such as the reason for the recent rise in popularity of content marketing: information that is ostensibly meaningful and relevant to the user, while also carrying a message for the marketer. As a society, we had become so deaf to marketing messages, they needed to do something to get us to pay attention again!
Another new gem was the take on “media” – as per a quote from professor of cultural anthropology at Kansas State University, Michael Lee Wesch – not as the carrier of our messages, but as the mediator. A subtle difference, perhaps, but one with wide-ranging implications on our identities, and the ability of those guardians of our content consumption to influence and control what we see, how, and when…
And perhaps the most brutal reality of content in today’s fast-paced world: “Your content gets worse by simple inaction.”
- All content marketing is, is a reaction to the audience not paying attention any more.
- “Media are not just means of communication; [they] mediate relationships.” Michael Lee Wesch
- Google are no longer search/ads. They want to be the layer – the medium – between you and the world.
- When only you and one other guy on the planet can do something, you are a specialist.
- The separations in platform ownership and content formatting is becoming a historical anachronism; users pass through seamlessly.
- Providing content for Google cards? You have no control of presentation. Provide content only. Complete separation.
- Activity recognition content: content with rules that recognise when it is relevant to display itself.
- Forget pages. Layer snippets of information in time. Overlay updates. What is happening to the content now?
- Your content gets worse by simple inaction.
- We have to let go of how we think about delivering content. The old ways are obsolete. Everything is a channel.
- Don’t standardise on software. Standardise on the interoperability standards.
- Contextual content pushing is all well and good. But know your dosage. Know when to shut up.
- If you are consistent in your content presentation, even without formal structure, users will recognise your language.