Once upon a time the broadcast model was the only viable option for content distribution. The newspapers, magazines and books we read were the same regardless of our personal interests or where we lived.
The web and other digital models offer more personalization, of course. That’s why your Google News feed looks considerably different than mine, for example.
In the not-too-distant future I believe we’ll see a radically new level of personalization beyond the keywords and other techniques used today. That new model will feature layers of content, with each layer customized for a different user experience.
An example helps illustrate this vision…
Apple likes to update their Mac OS X operating system from time to time with plenty of new features. The best way to communicate what’s new in the next release depends on whether you’re educating a long-time Mac user or a complete novice. I’ve been on the Mac platform for several years now so I don’t need guidance on the basics. A newbie needs that information though, so how can Apple (or a third-party publisher) create content that addresses the diverse needs of expert and novice as well as everyone else in between?
One option is where the application presenting the content offers different views depending on the reader’s knowledge level. For example, there would be user level buttons where the reader can tell the ebook app how knowledgeable they are so that the content is customized for their level.
It’s important to note that the base of content remains the same for all users. But by providing a bit of information to the app, the user gets an experience that’s more in line with their needs. Layering the content enables publishers to offer multiple lenses through with the material can be viewed and each lens is optimized for a different type of user.
Content layering is something I’ve been writing about for several years now. That vision is starting to become a reality thanks to work being done at Olive Software where I serve as director of strategy and business development.
I invite you to get a glimpse of what I’m describing by attending a free webinar we’re hosting later this month. The event takes place at 1:00ET on September 30. Click here to register and reserve your spot.
Joe is Director of Strategy and Business Development at Olive Software, a provider of digital content enrichment and web-based ereading technology. Prior to joining Olive Software, Joe was General Manager, Publisher and Chair of the Tools of Change (TOC) conference at O'Reilly Media, where he managed editorial groups as well as the Microsoft Press team and the retail sales organization. Before joining O'Reilly, Joe served as Vice President and Executive Publisher at John Wiley & Sons, in their P/T division.