The paradox of personalized content
Content personalization—delivering the right content, to the right person, on the right device, at the right time, in the right language—has been a goal for years. And lately that trend has accelerated. According to Infosys, 86 percent of consumers surveyed indicate that personalized content has some impact on what they purchase, and 25 percent said that personalization plays a large role in their purchases.
And yet, for all the time and money corporations have spent on content personalization efforts, we continue to fall short. The reason is that we have been focusing on the delivery of the content when the problem lies in the content itself. We need to change the way we do content in order to successfully scale personalization.
In this session, Val will discuss the ultimate content paradox: in order to deliver personalized experiences at scale, you must standardize your content during the creation process.
In this session, you will learn:
- Why personalization is important
- Why standardizing content is the only way to personalize at scale
- How to standardize each of the five content dimensions: words, sentences, paragraphs, components, and collection of components
- How taxonomy, terminology, and tone of voice directly affect your ability to personalize output