The Personalization Paradox — RWS Special Edition


by Val Swisher and Regina Lynn Preciado

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According to Infosys, 86% of consumers surveyed indicated that personalized content has some impact on what they purchase, and 25% said that personalization plays a large role in their purchases.

And yet, looking at the data, two things stand out: 1) Most companies say that personalizing the customer experience is a critical “must have,” and they have the statistics to back it up. 2) Very few companies believe they are delivering enough personalized content or that they are delivering it well.

What’s holding these companies back from their personalization goals? And how can you avoid the pitfalls and make personalization possible with your own enterprise content?

In this book, global content strategy expert Val Swisher and senior content strategist Regina Lynn Preciado show you exactly what it takes to deliver personalized experiences at scale. You’ll learn:

  • Why personalized content is imperative to the enterprise
  • Why so many companies fail to deliver – and how to avoid the pitfalls
  • The five dimensions of content standardization
  • How to bring people, technology, and process together
  • The impact of big data and artificial intelligence

The only way to deliver personalized content at scale is to automate the process at the point of delivery. And for that to work, you’ve got to change how you “do” content.


  • Introduction to the Sample
  • Foreword by Robert Rose
  • Preface (included in this sample)
  • 1. The Content Conundrum: Why Companies Fail
  • 2. The Big (Data) Picture
  • 3. Personalization and Artificial Intelligence
  • 4. Content Reuse: The Only Way to Scale
  • 5. The Five Dimensions of Content Standardization
  • 6. Output Types
  • 7. Words
  • 8. Sentences
  • 9. Paragraphs
  • 10. Components
  • 11. Taxonomy and Metadata
  • 12. System Requirements
  • 13. Workflow and Governance
  • 14. Global Strategy
  • 15. Go Forth and Personalize

About the Authors

Val Swisher

Val Swisher is the Founder and CEO of Content Rules, Inc. Val enjoys helping companies solve complex content problems. She is a well-known expert in content strategy, structured authoring, global content, content development, and terminology management. Val believes content should be easy to read, cost-effective to create and translate, and efficient to manage. When not working with customers or students, Val can be found sitting behind her sewing machine working on her latest quilt. She also makes a mean hummus.

Regina Lynn Preciado

Regina Lynn Preciado is a senior content strategist with Content Rules. She helps companies transform how they organize, manage, and leverage content. Regina works with communicators in marketing, documentation, support, and training — sometimes all at once! Her clients include tier 1 companies in high-tech, life sciences, manufacturing, and financial services. She lives a dogspotting lifestyle.

Advance Praise

“If you want to revolutionize content strategy for your company, this is the book to read.”

— Anna Schlegel, Strategic Globalization and Content Strategy Leader, Author, and Speaker

“Thank you for allowing me to preview your book! You should be very proud of this as you’ve packed a ton of amazing information into it!”

— Megan Gilhooly,  VP Customer Experience at Zoomin Software

About the store

We offer non-DRM ebook editions for most XML Press publications as a three-format bundle:

  • ePub
  • Kindle (.mobi)
  • PDF

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