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BrandPost: With More Personalization, Content Remains King

In the rush to deliver personalized experiences across their digital channels, organizations are overlooking a key component of this strategy: content designed to support personalization activities. As Gayatri Buddha, Europe head of digital marketing and content services at Cognizant, puts it, “Effective personalization requires not only data and a platform to deliver a personalized experience, but it also demands creating content from the outset to support a personalized experience.” As Remington Lee, NA head of content services at Cognizant, points out, “Let’s not forget content is still king.”

Traditionally, content has been created and delivered with an eye toward supporting product-marketing needs, or as a single, stand-alone asset. That needs to change.

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