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Why content adaptation is as important as content creation?

Why content adaptation is as important as content creation?

You have created exceptional content, added attention-grabbing photos and attractive infographics, uploaded it to the Internet and… nothing happens. Why? Is your content poorly written? Unattractive? Unimaginative? Not necessarily. You might not have adjusted it to the channel you’re using. Your recipient might not be able to see it, at all!


These days content creation doesn’t end on creation itself. We can even say that this is where content begins. Nowadays attractive presentation of content is as important as its preparation.


Never mind that you designed an exceptional cover photo for your Facebook profile, which looks stunning on the computer. Your recipients are most likely to use smartphones nowadays. If half of the message on a smartphone screen is cut off due to formatting, how are recipients supposed to become interested in our offer?


You wrote an excellent Facebook note with an artistic photo, posted it on Instagram and it didn’t get any ‘likes’? Since you forgot to choose the right hashtags, how is the message supposed to reach the users?


Obviously, those were trivial examples, but it doesn’t mean they were insignificant. A contemporary, aware, and educated Internet user expects you to know how to use a given medium. If he or she can, why can’t you? Since you are an expert in marketing communications?


The answer is simple. The number of websites and communication channels is so huge nowadays, and all of them have a unique way and style of communication. Therefore, there is no way to keep up to date with each of them. Facebook functions are changing month after month. Your group members are using increasingly newer channels; and modern trends, plugins, and improvements are emerging. The fact that content looks very well on one channel doesn’t mean it will also be attractive to others. Posts uploaded on blogs are governed by different rules than a status on Facebook, web publication or in-app notification. You need to be fully aware of that and make sure your content is always adapted to the channel

Content adaptation – what is that?

To explain the validity of the service we are writing about, let’s use an example from the computer branch. For many years there have been two most popular operating systems on PC market: Windows and iOS. For many years Apple followers have deeply believed that Macs are immune to viruses and the operating system of those computers is virtually failure-free; whereas Windows is prone to various attacks and failures. Obviously, the truth lies somewhere in the middle, and we are not going to delve into this problem right now. Indeed, Windows is distributed to dozens or even hundreds of computers of various brands – so each time it operates in a different environment; whereas iOS system works only on one type of computers. The risk that something may go wrong is much higher in the case of Windows, and that system needs to be adapted to a vast number of carriers. The same rule applies to content. The more distribution channels, the more likely it is that an error will occur somewhere. So here comes the service called ‘content adaptation’, which can eliminate errors and omissions, and prepare content for a specific communication channel- print, web or mobile.

What is part of content adaptation?


  • Preparation of content for printed publications and digital solutions.


Those two communication channels differ in the requirements in file resolution, colouring and the specifics of message absorption. Thus, it is essential for content to be adapted to one of them from the very beginning.

  • Creative solutions

They make the content adaptation, not just a simple 1:1 ratio of the content. Content adaptation focuses on making the most of the advantages in each channel.


  • Translation and copywriting


Each of the media has its own specificity of utterance and characteristic style. Good copywriters know well how to communicate in different channels, and help their content sound in tune.


  • Automation and optimisation of production processes


Adaptation of content to different channels may involve time and a team of people with specific skills. The automation of those processes markedly fast-tracks distribution.


  • Solutions facilitating content management (online editor) and production process


An insight into the distribution of published content is essential for every marketer. Contemporary online and content edition systems let us keep an eye on everything, even when some tasks relating to adaptation are delegated externally.


  • Preparation and checking files for print


Before publishing content, it needs to be checked for errors and omissions. Delegating this task to third parties enables us to remain objective and keep our distance. We all know it is not easy after spending long hours working on the publication.


  • Content localisation


Content adaptation is not just the actual re-formatting of files, but also sharing them on specific channels. It doesn’t seem to be easy with all diverse types of user panels and variety of media.


  • Retouching and version management


Finally, content adaptation facilitates archiving and managing different versions of files and we can easily find them if they are needed.

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