Robustness and invisibility are two contrary constraints for robust invisible watermarking. Instead of the conventional strategy with human visual system (HVS) model, this paper presents a content-adaptive approach to further optimize the constraint between them. To reach this target, the entropy-based and integrated HVS (IHVS) based measures are constructed so as to adaptively choose the suitable components for watermark insertion and detection. Such a kind of scheme potentially gives rise to synchronization problem between the encoder and decoder under the framework of blind watermarking, which is then solved by incorporating the repeat-accumulate (RA) code with erasure and error correction. Moreover, a new hidden Markov model (HMM) based detector in wavelet domain is introduced to reduce the computation complexity and is further developed into a posterior one to avoid the transmission of HMM parameters with only a little sacrifice of detection performance. Experimental results show that the proposed algorithm can obtain considerable improvement in robustness performance with the same distortion as the traditional one.