Activate A Dynamic Content Strategy With A Content Plan On A Page For Adaptive Programs

As frontline marketers move to support lifecycle revenue marketing, they must run adaptive programs that effectively support pre- and postpurchase customer journeys, using signals to sense and respond to customers’ needs. Traditional static “bills of material” content plans that cite a rigid set of assets as associated gated offers are no longer adequate. Instead, content plans supporting adaptive programs must flex to meet the information needs and asset and channel preferences that evolve as audience signals are understood. In this report, we describe a structured and repeatable approach to developing a content plan on a page for adaptive programs.