Editor’s note: Bertrand Cerisier is a finalist for 2018 Content Marketer of the Year. We’ll share insight from CMY finalists in the blog before the winner is announced at Content Marketing World in September.

When you imagine the future of work, what comes to mind? Does your futuristic workspace include printers? Does it even use paper?

If not, you’ve got a good idea of the messaging challenges the global marketing team at Xerox faced. How do you convince the changing workforce that a company known for its printers should be part of that future? And that those very printers can do more than churn out paper?

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Content technology. Sometimes it feels like we can’t live with it. But we know we can’t work without it.

Consider this finding from CMI’s 2018 Content Management & Strategy Survey: 51% of the content professionals say their company lacks the right technology to manage content across their organization. And another 35% say they’re not using the technology they do have to its potential.

Only a sliver (14%) say they have the right technology and are using it to manage content across the organization.

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