Companies need to provide buyers relevant, valuable content at each phase of the journey. Organizations face intense pressure to do this primarily, if not exclusively, through digital channels. They are finding that, in order to provide customers content that helps, educates and even delights them, they must rethink their approach to content delivery. 

Rethinking content delivery has two sides to it. On the one hand, the burden of content creation falls not just on marketing but also on a range of lineof-business stakeholders. On the other hand, IT needs to provide solutions that facilitate content delivery across the organization without sacrificing security and governance.