Most marketing executives today are aware of an ongoing shift in marketing effectiveness from "push" marketing methods, such as advertising and direct email campaigns, to "pull" methods that attract prospective customers with compelling content.

A recent Research Report by Rebecca Lieb over at the Altimeter Group, entitled "Rebalancing for Content – The New Marketing Equation", highlights this phenomenon and presents an interesting model by which to assess a marketing organization's maturity level and operational capabilities when it comes to thriving in this new reality.

In my own role as head-of-marketing for DITA Exchange, I have a lot of work to do along these lines...  Most importantly, I need to allocate a higher priority to participating in and contributing to the many fascinating conversations taking place in the world of "Marketing Content Management".  I also have a great advantage: our software and Microsoft SharePoint.  All of our customer-facing content is centrally authored and maintained as reusable, easily-published objects (also known as DITA Topics).