Forrester: 85% Of Marketers Publish Branded Content, But Only 36% Do It Effectively
October 3, 2013
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 value for the brand. In fact, a recent survey found that while more than 85% of marketers publish branded content, only 36% feel that they are doing it effectively.
"The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences. Marketers are not only failing to achieve their original engagement goals within the content they produce but are also missing the opportunity to learn from poor performance and improve things next time," writes Senior Analyst Ryan Skinner in his new report. In the report, Ryan provides a four-step framework to help marketers address distribution at the strategy stage and then follow through.
Learn more about this research, "Put Distribution At The Heart Of Content Marketing," here. In addition, Ryan blogs on key findings here.
About Forrester Research
Forrester Research (Nasdaq: FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. Our clients face progressively complex business and technology decisions every day. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. We guide leaders in business technology, marketing and strategy, and the technology industry through independent fact-based insight, ensuring their business success today and tomorrow. For more information, visit www.forrester.com.
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