Technology makes it easier than ever to market to the individual at scale. But if you don’t truly understand your audience, your content could be received as generic and impersonal. Automated personalization helps, but it’s no longer enough. Customers want and expect you to deliver useful, valuable, and relevant content that feels like it was created just for them. So, how do you do that?

Ann Handley (MarketingProfs) and Eric Enge (Perficient Digital) discussed why marketers need to think about content marketing as a one-on-one conversation with customers and the best ways to execute this strategy.