Episode 16 - How Standardization = Personalization for Your Content with Christine Cuellar

Personalization has become so ubiquitous that nearly every content-related service has incorporated it, from social media algorithms to email lists to training blogs. Personalization allows content to cater to an individual’s unique needs and interests, improving stakeholder engagement and comprehension. But how does one maintain these benefits while attempting to personalize content at scale?

The podcast episode features a discussion on how standardization equals personalization for content. Kevin P. Nichols is joined by Christine Ceuller of Scriptorium, a company specializing in structured content solutions and enterprise content strategy. They talk about the importance of content strategy in organizing and streamlining content creation, management, and distribution. They also highlight the role of standardization in setting up effective personalization for organizations. The conversation touches on the benefits of structured authoring, the reuse of content components, and the connection between creativity and limitations. Overall, the episode provides valuable insights into the relationship between standardization and personalization in content strategy.

Christine is an experienced marketing strategist and content marketer passionate about connecting people. As the Marketing Coordinator for Scriptorium, she excels in identifying target audiences, creating seamless connection pathways, and showcasing the company’s talent. Known for optimizing processes, Christine has developed project management systems that enhance efficiency and reduce friction. Starting as a copywriter, she advanced to content marketing management and strategy, making her a perfect fit for Scriptorium. Outside work, she enjoys coffee, kayaking, hiking, stand-up comedy, and movies, and she holds black belts in karate and kickboxing. Christine graduated with a BA in finance and a minor in banking from New Mexico State University and has GDPR and CPPA certifications. She lives in Seattle, Washington.

Resources Mentioned:

Standardization = Personalization Article: https://www.scriptorium.com/2024/02/training-content-paradox-standardization-personalization/

CaaS and Componentization: https://www.youtube.com/watch?v=fdytjtH8jeU

Personalized Content: Steps to Success White Paper: https://www.scriptorium.com/2022/01/personalized-content-steps-to-success/

Dr. Carlos Evia’s book, Content Operations from Start to Scale: https://publishing.vt.edu/site/books/e/10.21061/content_operations_evia/

LearningDITA: https://learningdita.com

LavaCon 2024: https://lavacon.org

Christine’s Info:

Linkedin: https://www.linkedin.com/in/christine-cuellar/

Articles: https://www.scriptorium.com/author/christine/  

Media: https://www.scriptorium.com/media/  

Bio: https://www.scriptorium.com/about/christi