In a print-based world, organizations had some control over content distribution. But today, we live in a digital world. Web content is everywhere. Instead of waiting for someone else to package and distribute content (as in the traditional newspaper), people use search and social media to seek out the information that they want.
As a result, organizations can no longer funnel people into convenient pre-sales and post-sales categories. Customers are reading technical content before they buy products, and the quality of that technical content affects their buying decisions.