---
title: Content personalization
related:
  - https://docs.kentico.com/k10/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-content-personalization.md
  - https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/content-personalization/personalizing-editor-widgets.md
  - https://docs.kentico.com/k10/managing-website-content/adding-page-content-through-widgets.md
  - https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/content-personalization/setting-display-conditions-for-personalization-variants.md
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

> **Info:** **Kentico EMS required**
>
> Features described on this page require the **Kentico EMS** license.

Content personalization is an on‑line marketing feature that can significantly increase the flexibility of your website. Personalization allows you to create pages that display different content depending on the circumstances in which they are viewed. For example, you can custom-build pages that offer special content for different types of visitors or dynamically change for each user according to the actions they performed on the website.

### How is personalization applied

Personalization is applied through the basic components that form the content of pages, which includes:

- [Web parts](https://docs.kentico.com/k10/developing-websites/developing-websites-using-the-portal-engine/using-and-configuring-web-parts.md)
- Entire web part zones
- [Widgets added into page editor zones](https://docs.kentico.com/k10/managing-website-content/adding-page-content-through-widgets.md)

### Before you start personalizing content

Consider which data you want to use to personalize content. This is important to achieve effective and well-targeted content personalization. You can use the data provided by other on‑line marketing features, such as:

- [Personas](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/personas.md)
- [Contact groups](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/contact-management/segmenting-contacts-into-contact-groups.md)
- [Contact activities](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/contact-management/tracking-contact-activities.md)
- [Contact scoring](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/contact-management/scoring-contacts.md)
- [Campaigns](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/campaigns.md)

### To start personalizing content

1. Ask your administrator to [enable content personalization](https://docs.kentico.com/k10/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-content-personalization.md)
2. Prepare the [personas](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/personas.md), [groups](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/contact-management/segmenting-contacts-into-contact-groups.md), [activities](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/contact-management/tracking-contact-activities.md), [scores](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/contact-management/scoring-contacts.md) and/or [campaigns](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/campaigns.md) that you want to personalize your content with
3. [Personalize editor widgets](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/content-personalization/personalizing-editor-widgets.md)
4. Ask your administrator to help you [personalize web parts and web part zones](https://docs.kentico.com/k10/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-content-personalization/personalizing-web-parts-and-web-part-zones.md)
5. (Personas) [Recommend pages to personas](https://docs.kentico.com/k10/on-line-marketing-features/managing-your-on-line-marketing-features/personas/recommending-pages-to-personas-through-widgets.md)