Providing User-Specific Content

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We are redesigning a primary section our website. Currently we present a list of industries for the user to choose from as a way to deliver the appropriate content. I am finding that our users do not exclusively think of themselves by industry, but more by what functional role they fulfill. Do you have any insight or examples of processes where a user would have options to select in a sense (example), I’m a manager, researching best practices to do blah, blah, blah with aviation in the private sector, but show me public sector solutions also?"

At one level this feels like a wizard-audience-portal.