Don’t be creepy: How to write for an increasingly personalized world

Breakout session
Wednesday, May 20, 2020
10:05-10:55 a.m.
Room D

Personalization is everywhere. You see it in those all-too-accurate Instagram ads all the way to banking and credit card recommendations. Services are getting smarter about what customers might actually want, but what does it mean to offer a recommendation in a highly sensitive moment? Or around personal information? And as content strategists stationed right between data and humans, what should our role become?

This session is grounded in the speaker’s experience of developing and executing content strategy around personalization in a healthcare startup.

In this session, you’ll learn:

  • Four principles to keep you on track
  • What a personalization content strategy actually looks like
  • Where personalization can go oh-so-wrong and how to make sure that won’t happen
  • Where personalization is headed and how you, as a writer, can help shape it

Who should attend: This will be especially useful if you are working with personalization in highly regulated spaces, or at a company where you’re managing many stakeholders. This is for anyone looking for a framework to measure the risk/reward for personalization and a content strategy approach to help develop content that resonates.

Text Link

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Don’t be creepy: How to write for an increasingly personalized world

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