Organizations create a number of marketing materials for multiple channels (Web, print, mobile). Content is frequently created and recreated and recreated for each channel. Content is typically written in Word, converted and rewritten for the Web, and handed off to a creative group or outside vendor to attractively lay out the content for print publishing. All of this requires multiple authors and often results in significant costs. Marketing campaigns frequently rely on content being distributed via e-mail with little ability to track its use, manage versions or easily make updates. And personalized marketing campaigns usually require copious amounts of rewriting to address each need.

Read the article, by Ann Rockley, The Rockley Group.