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More and more marketing leaders are pursuing content marketing and realizing that there's far more to it than a simple tactical change. Effective content marketing requires a different mindset — one that treats content as an invitation to a longer relationship, driven by value exchange and tracked through ongoing engagement. This is what Forrester calls the "content brand."
In this webinar, we describe the four parts of a content brand: content creation, audience building, managed engagement, and value optimization. The call shares how you can build the foundations of a content brand and correctly track the metrics that power it. It concludes with a series of recommendations to help marketing leaders get the right start with this strategy.
Agenda:
Key takeaways:
Vendors mentioned: Adobe, BazaarVoice, Brightinfo, Compendium, Facebook, Google, Idio, Kapost, LinkedIn, Newscred, OneSpot, Percolate, Reevoo, Resonance, salesforce.com, and Twitter.
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Investment in branded content is rising sharply, but too many brand marketers fail to plan for the distribution and discovery of their content. The result? Significant content investments don't reach the intended audience and have no chance to deliver val
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Consumers have more power at their disposal than ever before and B2B content managers must adapt their strategies to stay relevant. It is no longer adequate to market to a singular, monolithic definition of "the consumer"; your buyers' needs vary greatly
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In this interactive session, you can submit and upvote questions about B2B event management technology and learn more about top vendors evaluated in our upcoming Forrester Wave™ report. We’ll also discuss the market dynamics, disruptors, differentiators among the vendors evaluated, and other findings from our research.Key takeaways:Learn what’s changed in the B2B event management technology marketWhat you should be looking for when selecting a vendorLearn where the market is headingTarget audience level: all levels
