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Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. 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. We’ll send updates to paid registrants as the agenda is finalized.

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.