Content Marketing World is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Content Marketing World 2020 - Session Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.

The Personalization Paradox: Why Companies Fail (and How to Succeed) at Delivering Personalized Experiences at Scale

Val Swisher  (CEO, Content Rules, Inc.)

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

Pass Type: All Access Virtual, Virtual, Virtual Plus - Get your pass now!

Track: Content Strategy - Intermediate

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Personalizing content has become a corporate imperative for just about every marketer. It’s been a goal for years, but lately the trend has accelerated. Many companies are working on pilots, proof-of-concept projects, and even launching campaigns with some level of personalization. The amount of experience and creativity going into these projects is impressive! And yet, personalization at scale is a conundrum that few companies have been able to solve.

In this session, we will discuss the ultimate content paradox: In order to deliver personalized experiences at scale, you must standardize your content during the creation process.


  • Why standardized content is the only way to personalize at scale.
  • The five levels of content that you need to standardize (words, sentences, paragraphs, components, and collection of components).
  • What a reuse strategy is and why you need one.
  • The role of taxonomy, terminology, and tone of voice.
  • How companies determine which content to deliver to customers.