This document discusses updating content types for marketing and omnichannel use. It describes initial goals of increasing quality, reducing waste and confusion by implementing consistent tagging. An analysis was done of existing types which resulted in merging some types and splitting others. The vision expanded to include additional goals, tools, taxonomies and organizations. Models were aligned including types, formats, buyer stages and other attributes. Benefits of aligned models include improved planning, reuse, filtering, progression and analytics. Ongoing challenges include consistent tagging across contributors. The vision is to continuously gather customer feedback to build and deliver the content customers want.