This document discusses challenges with content marketing and technology. It notes that many organizations do not have a formal content strategy and are unsure how to measure success. There are also opposing priorities between marketing and IT teams - marketing wants to move fast while IT focuses on stability. The document proposes a layered approach to content and experience management with four layers - awareness and introduction, engagement and relationships, intelligence and insight, and shared values and expectations. It provides examples of companies applying this approach and emphasizes the need for cross-functional collaboration between marketing and IT.