Part 1: Getting started with content personalisation

This post was originally written by ComBlu’s Kathy Baughman and featured on, Gather ContentComBlu is a founding member of The Big Content Alliance (BCA), along with AvenueCX.  BCA was formed to help companies evaluate their organizational and operational readiness for Personalized Content Marketing.

If content personalisation was easy, everyone would already be doing it. This is the inconvenient truth about personalisation which is defined as contextually targeted content to a specific person or user. While interviewing senior leaders for the Forbes “Publish or Perish” report, Mark Yolton, then senior vp of digital for Cisco shared the following:

“Personalised experiences improve content performance, but create huge upstream challenges. Introducing personalisation around just three personas increased content volume 30x and created pressure to update the website every four hours, instead of every week.”

Best practices dictate that organizations use a step strategy when introducing personalised experiences. Before getting started, you should ask questions that will help explore organizational readiness for personalisation.

This blog is the first of a three part series about when it’s advantageous for organizations to ‘press pause’ and consider the best route to optimize its personalisation strategy and approach.

Click here to read the article in its entirety. 

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