To paraphrase David Packard, Content is too important to leave to the marketing department. Put simply: our content, and the way we use it defines our business. It is what creates a differentiating (in both positive and negative ways) customer’s experience. The future strategic management of this business asset is a skill, a competency and a journey that has no finish line. As specialized skill becomes business competency, and competency becomes a strategic muscle for the business – siloed roles must give way to an integrated approach in the business. Having a specialized skill becomes less important than being able to play a team-focused game. Let’s look to the content-driven business of the future; one that uses content at strategic points along the buyers journey – and how strategic content becomes the game, rather than the players within it.