The conceptual model of 4D content is one that takes into account not just
the length and width of a content asset, but looks at 'depth' ( related
content, social layers, 'drill down') and 'time' (dynamic,
contextually-relevant and personalised content). It is a model to support
adaptive content personalisation on any device or channel.
Our audiences are ever more adept at ignoring us on an ever growing number
of channels. We are still reeling from the surge of mobile devices in all
their many forms, but we can see wearable technologies and augmented
reality bearing down on us like a freight train.
To respond we must rethink how we work with content at a fundamental level.
The world is four-dimensional place (length, width, depth and time), but
we were raised and trained to think of content as flat, 2D deliverables.
How can actually create and deliver content for everyone and no one at
once? How can we create words and images like Lego that can be dynamically
built into relevant and valuable content for the right person and the
How can we do all this coherently, without the train hitting us and
smashing our messages into a fragmented mess?
By changing our mindsets, and adopting a content strategy that can support
today’s content initiatives. Check out this session and take the first step
in the right direction.