The document discusses how technical content and marketing content have traditionally been seen as separate, with technical content viewed as dry and instructive and marketing content viewed as persuasive and promotional. However, it argues that the lines between these are blurring, as technical content is now also used for marketing purposes. It suggests rethinking the roles of both technical and marketing content, and coordinating content across the entire customer and product lifecycles, as well as across different channels, to create a better omnichannel experience for customers.