ContentTECH is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

ContentTECH Summit Schedule Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. This agenda is subject to change so check back before the first show day to make sure your preferred sessions are still running as originally scheduled. Please note all times are shown in Eastern Time.

Scaling Personalization: Adaptive content for omnichannel delivery

Noz Urbina  (Omnichannel Content Strategist, Urbina Consulting)

Pass Type: Virtual Pass + Workshop - Get your pass now!

Session Type: Workshop

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

This workshop will teach a proven methodology to analyze, enrich and structure your content to help authors and agencies create omnichannel, personalisation and automation-ready content.

Single-source, omnichannel content is no longer a pipe dream, it's an imperative. Companies of all sizes are looking for content that can be personalized and then delivered to the browser, a print pipeline, available for reuse in new campaigns and deliverables all while being accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners – even in wearable technologies and conversational UIs. All this should improve the experience of users, and of course, benefit the organizations that serve them. Adaptive content unifies all these concepts and makes such a paradigm possible.

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


  • An immediately applicable understanding of structuring your templates and building your metadata strategies that will make you a better manager, writer, content strategist, or UX designer
  • A clear run-down of the concrete business benefits of adaptive content and omnichannel content
  • A visual and conceptual language with which to align user experience designers and content creators
  • A simple overview of the systems architectures used by enterprises to optimise their content for omnichannel