How do companies manage their content? What issues do they face? What are their priorities in the coming years and what results do they expect to achieve? We will answer all these questions by analyzing the strategic choices made by the first 200 European brands and the impact these choices have had on the acquisition of new customers. In this way, we will be able to identify the best strategies that companies can use to get to know, involve and retain their customers, through personalized communication and preserving the brand identity in all digital channels.