This post was originally written by ComBlu’s Kathy Baughman and featured on, Gather Content. ComBlu 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.
Engaging your customers is at the heart of successful marketing programs. For more than 20 years, Cheryl has been building and executing content and thought leadership strategies designed to do just that. She is excited to be applying that well-honed skill to a help companies like Microsoft, Cisco, 3M, Intel, Capital One and Barclaycard tap into their stakeholder communities and build sophisticated content strategies.
Her experience base spans a range of industries – from technology and financial services to retail, travel, consumer products and healthcare. Cheryl has served as an integral member of her clients’ marketing teams, providing counsel on marketing and brand strategy, thought leadership, media relations, product introductions, and event management.
Prior to joining ComBlu, Cheryl spent 10 years leading corporate marketing for large, complex organizations.