What's it all about?

This session is one unit from a Master's Degree programme on Content Design and Modelling from the Austrian University of Applied Sciences. It addresses one of today’s most daunting content delivery challenges: maximising the relevance of every piece of content - for personas, individuals, regions, cultures, even specific contexts - 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 and automation-ready content. 

Content modelling is the backbone of an omnichannel, localisation-ready, 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. 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 more. 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.

“The levels of professionalism, expertise, skill, and personal attention to detail were at a much higher level than any previous course I have attended” – Head of Content, Top 10 European Bank

“Noz is one of the best-informed consultants in the industry, and his content personalisation workshop offers practical, timely guidance that enables organisations of all sizes to have omnichannel impact with their content investments” – Content Strategist, Microsoft

Your course instructor...

Noz Urbina is a globally recognised leader in the field of content strategy and customer experience. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually relevant content experiences in an omnichannel environment. Noz is co-founder and Programme Director of the OmnichannelX Conference. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Masters Programme in content strategy at the University of Applied Sciences, Graz.  

Noz's company, Urbina Consulting, works with the world’s largest organisations and most complex content challenges. He has assisted dozens of multinational organisations with developing or improving their content strategies, managing tool selections, pilot projects, delivering training, and guiding implementations.

Example Curriculum

  Adaptive content design and modelling for omnichannel delivery
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days after you enroll