If you’re a good-sized technology company, you offer training as a service. Managing and distributing all of your training materials (digital and printed) requires a system, allowing you to customize courseware for a broad audience and deliver materials accurately, quickly and securely.

If were playing a round of word association and I shouted out “Content!” you’d probably holler back, “Marketing!” Like Pavlov’s dogs, we’re just conditioned that way in 2015. Content’s importance as a marketing strategy is big and getting bigger.Late last year, according to IDC, CMOs at the largest tech companies said that “Building out content marketing as an organizational competency was the 2^nd most important initiative, only behind ROI.” As a result (or an indication, actually), tech companies have been pouring money, staff and energy into developing their content marketing efforts.

The phrase “content marketing” is on every marketer’s tongue. Author and master “Marketeer” Seth Godin stated in 2008 that it’s “all the marketing’s that left.” Related, Joe Pulizzi of CMI (Content Marketing Institute) has in the past covered several important points made by Godin. They discussed the concept of content marketing.

Do you sometimes wonder if there’s any other marketing besides content marketing? In 2008, Seth Godin said it’s the only marketing left. In 2014, a post on Forbes’ web site included a statement saying that “by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy.” And according to CMI’s 2013 benchmark study, 91% of B2B marketers are using content marketing.

Are you planning to exhibit for the first time at this year’s Dreamforce in San Francisco? Well then, get ready, get set, and go prepared.