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Content Marketing World 2020 - Session Viewer

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

Check back often as we will be adding more sessions and speakers frequently. Please note that session dates and times are subject to change.

Our CMWorld 2020 Mobile app will launch this summer so you will be able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, sessions do fill up fast. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

The Personalization Paradox

Val Swisher  (CEO, Content Rules, Inc.)

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

Track: Content Strategy

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.