This article was written by Greg Kihlström for CMSWire.com - you can read the rest of the article here.

Providing personalized content across all of your customer-facing channels requires several components in order to do it well. You need the processes in place to ensure consistency. You need the resources in order to ensure you are able to create the variations needed to target different audience segments. And you need the platforms in order to support creation, management and measurement.

A critical component of this is content management, though this can often be done in a number of places, with unique content repositories for website, email and other channels. While your personalization strategies and approaches can be aligned, having your content creation, management and publishing siloed in several systems can cause inconsistencies and inefficiencies, which has caused many enterprises to reconsider their approach.

This article was written by Greg Kihlström for CMSWire.com - you can read the rest of the article here.