Increasing competition requires an ability to instantly assemble relevant product content, such as technical documentation, marketing collateral, or sales literature. To do so, you need to be able to process and manipulate pieces of information on a granular level.
While creating and delivering product content, you need to personalize it, track content reuse, manage translations, control versions and releases, collaborate, manage the content lifecycle, and so on. To do it effectively, you need to manage content on a granular level.
Your content consumers are looking for specific information that can help them address the question or issue they are having. This requires an ability to deliver only relevant pieces of information that match the given user's situation through the right delivery channel.