The importance of content in your marketing campaigns is a subject that’s been extensively written about, analyzed and proven to be the major differentiator when it comes to digital. There’s a reason the expression “Content is king” never gets old. But content on its own has no value. The only real measure of value when it comes to content is from the person that is consuming it – its relevance and its impact. When we think of content, we shouldn’t ask ourselves only how to do it better, but how to do it differently. How do we improve the customer experience and communicate with our audience on their preferred channels and within the right context of each interaction?