This is the first of a three part series about content personalisation. The series will address when it’s advantageous for organisations to press pause and consider the best route to optimise its strategy and approach: Before getting started
After a series of “one-off’ forays into content personalisation
Post platform and tech investment
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. Why such a large increase in content requirements? The […]