Marketing isn't about content or channels or personalization or anything else. 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 are just tools for that purpose.
Doesn't it make sense to focus on your most important tool, content? Once you're able to forget about the output channel, to put personalization where it belongs in the process and make sure your content is as valuable to your prospects as possible, only then will you have the success that you are looking for.
How to improve the content creation process.
How to customize and translate content more effectively.
How you can get better access to product information.
How to more effectively communicate with both your team and across departments.
And, how to get more out of your technology.