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From the experience we gained over the past couple of years, we know marketers can dramatically increase content consumption, page views and conversion rates by being proactive and bridging the relevancy gap for the user using an automated personalized recommendation engine. This way, the right content is always only one click away.
More professional materials – such as white papers and case studies – tend to have longer shelf life than blog posts and event related articles. Their expiration date is not for many months. In other words, by keeping these materials in your relevant content pool, you are increasing the size of your arsenal, and therefore have better personalization options. Since B2B marketers now spend about 33% of their marketing budgets on content marketing, resurfacing popular materials can increase marketing ROI and provides real value to the visitor.
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Originally, I was swayed by the title of the post. However, upon review, I realized that the point behind content personalization is the delivery of the right content at the right time based on predictive capabilities. Makes sense, although I'd still like to see true personalized content, sort of a 3D virtual "printer."