Vern Freedlander on Personalizing Corporate Content

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One of the most effective skills of the corporate communicator is the ability to personalize content. As an engagement tool, personalization helps build an especially strong bond between the employee and the enterprise. Personalization plays such an important role in corporate communications that integrators need to be keenly aware of technology and workflow solutions that optimize personalized messaging.

It is not practical to customize every piece of content for every individual employee, but there are some key techniques that can be used to help drive personalization when it comes to digital communications. The process begins with segmenting the audience. Groups of employees can be organized by geography, role, pay grade, job title or relative position on the org chart. By targeting these segments and distributing content directly to their devices, the communications department will achieve a significant level of personal contact. Then by utilizing content that directly impacts their day to day roles, their projects or their objectives, the enterprise will create a sense of connection that significantly increases engagement levels. For example, employees working on a large construction project would benefit from news stories about the construction industry or items tracking similar scale projects. Employees who are working on a production line can receive insights and tips from managers or fellow employees. Likewise, sales people on the road would appreciate specific sales KPIs, business intelligence and news about the sector.

The more that can be done to create a personalized experience, the more likely the messaging will be consumed and therefore the more effective the communication. Personalization requires specific tools to both strategically target audiences and to leverage workflows that reduce the amount of labor required to deliver content. Integrators who are working to bring value to enterprise communicators should never underestimate the business value personalized messaging delivers.

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a Barco company. X2O Media is a leading software developer of real-time visual communications solutions that significantly improve communications throughout the enterprise. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at



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