All of this technology is redundant without a great content strategy, a social strategy, an SEO strategy and a plan for how to implement these tactically. Once this content is in place, it is easier to get richer insight into what content customers are and are not engaging with. Split test your content and refine the offering, see what works and more importantly learn what does not. Whilst I acknowledge that the above is a vastly simplified approach. All too often I still see marketers who are looking for quick wins, have a beautiful content strategy which is feeding into a website that cannot store even 1/3 of the rich insight they could be gaining into their customers.