Forbes CMO Practice released a research report showing how marketing content is fast evolving, how it affects top line growth, and how it defines the role of a company's chief marketing officer. 

The Forbes research is called "Publishing of Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain." The report shows interviews with 30 influential CMOs who talked about enhancing content operations in a big and complex organization.

The authors of the research, Kathy Baughman and Stephen Diorio interviewed Rishi Dave, the Chief Marketing Officer at Dun & Bradstreet. Rishi said he is evolving marketing content operations to be compatible with digital and social media platforms. He also aims to create more personalized content for clients to easily relate to.

Dave said content is important in delivering the company's brand purpose and values, creating pipelines, and strengthening their go to market approach on verticals and personas.

Dun & Bradstreet isn't doing so well as its Dun & Bradstreet Corporation Del NE stock went down 4.18 percent in short interest, according to a report by Financial Magazin Thursday. In December, the company's total short interest was 898,100 shares. That is a 4.18 percent decrease from the previously reported 937,300 shares.

Meanwhile Dave said his company is activating everything they can to develop those personalized experience in the content based on the particular needs of the customers. He said their content is focused on the customer's pain points and solve those problems.

Leading logistics company DHL is another company that focuses on customer experience, according to a report by the Marketing Land. DHL Chief Customer Officer, Christine Nashick said, "It allows us to be a more agile company, even though we're a large, global enterprise."

Dave said a company needs people who accepts and understand the unique and holistic ways that content can develop relationships. Companies shouldn't just rely on the traditional promotional messaging. That is the major shit that is evolving the marketing content.