31 minutes | Oct 19, 2020

Noz Urbina: Adaptive Content for Personalization – Episode 85

Noz Urbina Noz Urbina can help you navigate the hype around personalization and create genuinely helpful customized content experiences. Noz focuses on the fundamentals that create useful, usable adaptive content. He starts with customer journey mapping and persona creation to develop an evidence-based picture of his users. Then he builds modularized content models that address those user needs. The result is a human-centered content system that serves up content tailored to answer users' questions wherever they are in their journey. Noz and I talked about: his background as a pioneer in the field of content strategy and his OmnichannelX conference the need for precision around the use of the term "personalization" how to create actionable personas and discern user needs and goals, and how to determine why any one segment might need personalized content how to figure out who your customers and users are the importance of using journey mapping to identify the questions your users need answers to how journey mapping is all-too-often done as a crafts project, not as a genuinely customer-centered exercise how his background in technical documentation helps him to this day how customer journey mapping can elicit aha! moments among stakeholders how content modeling both prompted his interest in customer journey mapping and helps him do it better the need to craft answers that can work across a number of delivery channels his Legos and Russian-doll analogies to describe componentized content new natural language processing (NLP) technologies that can help guide consistency and style and categorization the small but growing number of vendors of these tools - and his appreciation for this small tools ecosystem (a few examples: PoolParty, OntoText, StarDog,Acrolinx, UXPressia) his observation that tech is not the problem - that's never what's holding back big enterprises - the real problems are lack of internal organization, processes, content models, and content design how unlikely it is that even the biggest, smartest companies will ever create a holistic end-to-end customer experience system the upside of the incompletion of 360-degree content strategy adoption: wherever you are, you'll always have the opportunity to move forward the importance of developing good content models Noz's Bio Noz Urbina is a globally recognized leader in the field of content strategy and customer experience consultancy. He’s well known as a pioneer in customer journey mapping and adaptive content modeling for delivering personalized, contextually relevant content experiences in an omnichannel environment. 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. In 2013 he founded his own consultancy Urbina Consulting and in 2018, co-founded the omnichannel events organisation OmnichannelX. Follow Noz LinkedIn Twitter Urbina Consulting OmnichannelX Video Here’s the video version of our conversation: https://youtu.be/tRapDqAZMlM Podcast Intro Transcript You want to feel like you've been heard and understood and that companies are giving you exactly what you want. Personalization is the business tool that can make this happen. Unfortunately, personalizing content is not as simple as installing software and hitting the "start" button. It requires lots of user research and a strong understanding of how to model and organize your content. For the past couple of decades, Noz Urbina has been listening to users and building the adaptive systems that power content personalization. Interview Transcript Larry: Hi, everyone. Welcome to episode number 85 of the Content Strategy Insights podcast. I'm really happy today to have with us Noz Urbina. Noz is the founder of Urbina Consulting.
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