Modern marketing demands more content, more personalization, and more speed—but without more budget.
This is why leading marketers are excited about modular content.
By breaking content into reusable components, brands can personalize at scale, maintain consistency across channels, and drastically reduce production time. Whether you’re just getting started or trying to scale your strategy, here are four proven ways to do modular content—backed by insights and real-world results from our Thinking Modular Guide and our Modular Content Playbook.
Let’s debunk a myth: personalization doesn’t require building unique assets for every audience. Modular content lets you create tailored experiences using a surprisingly small number of components.
Consider this hypothetical example of a B2B company using modular content for account-based marketing (ABM). Just 42 content modules—including role-based messaging, industry use cases, visuals, and AI-generated specs—could be combined to generate 3,600 personalized experiences for different personas and verticals.
Here’s how the math breaks down:
3 roles × 4 industries × 15 visuals × 20 specifications = 3,600 variations.
That’s one core content library powering hundreds of ABM-style campaigns.
In theory:
This scenario illustrates how modular content can transform scalability—turning what would have been 3,600 manually created versions into a streamlined content engine with just a few dozen parts.
How? Start by modularizing what you already have—your best-performing case studies, product visuals, and customer quotes. Group them by persona or use case, and build from there.
Creating modular content is only half the battle. You also need to store and manage it. Centralizing your modules in a DAM or CMS allows you to update once and deploy everywhere.
That’s exactly what IHG Hotels & Resorts did. By implementing a centralized DAM with modular strategies, IHG improved data handling efficiency by 25% and slashed property onboarding time by 30%. Instead of duplicating efforts for each hotel brand, they reused compliant, region-ready blocks across campaigns.
Modules included:
How? Organize assets with metadata—persona, use case, language, device format—so your team can instantly find and reuse what they need.
Worried that modular content requires a team of developers or a huge tech stack? It doesn’t. Our Playbook contains a 5-step starter guide that’s approachable for any content team:
How? Start modularizing your existing content—break down brochures into reusable paragraphs, extract stats and visuals from case studies, and design landing page templates that support mix-and-match elements.
Generative AI isn’t replacing modular content—it’s supercharging it. Censhare’s integration with GenAI tools like OpenAI and Retresco shows how automation powers large-scale personalization with less manual effort.
Use cases include:
See more use cases in our Playbook.
Example: “This eco-friendly cotton T-shirt features a breathable design, available in azure blue—perfect for casual outings or active days.” – Auto-generated by AI from a PIM module.
Impact: Teams can generate multilingual launch kits in minutes, personalize content by behavior or region, and continuously improve asset performance—all without rewriting from scratch.
How? Start modularizing your existing content—break down brochures into reusable paragraphs, extract stats and visuals from case studies, and design landing page templates that support mix-and-match elements.
Modular content isn’t about doing everything differently. It’s about doing what you already do—more efficiently, more consistently, and more strategically. Start with a single campaign, a single channel, or even a single asset. You’ll be surprised how quickly a few reusable blocks can scale across markets and audiences.
But the real shift is mindset. If you're ready to think modular, we’ve got two powerful resources to guide you:
The CMO’s Modular Content Playbook – Packed with real-world use cases, implementation frameworks, and insights from global brands, this playbook will show you how modular strategies deliver personalization at scale.
Thinking Modular: Transform Your Marketing Supply Chain – This guide goes beyond tactics to help your team adopt a modular mindset across every step of content creation, approval, and distribution.
If modular content sounds like the future—it is. And it’s more accessible than ever.
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