Marketing isn't about content or channels or personalization. Marketing is simply the first step in the sales process. It's convincing people why your product or service is worth buying over any of your competitors. Everything else is just a tool for that purpose. So doesn't it make sense to focus on your most important tool - content?

Why Marketers Need to Rethink is a censhare whitepaper exploring how to improve content creation, customization and translation, enable better access to product information, and thereby facilitate more effective communication.