Content Strategy and Operations

Content is the core of B2B marketing: It conveys brand promise, helps drive demand, and keeps customers engaged. Explore our content strategy and operations insights to build and maintain a content strategy that delivers on marketing goals.

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Insights

Blog

From Keywords To Context: Impact And Opportunity For AI-Powered Search In B2B Marketing

Jessie Johnson 7 days ago
AI-powered search is rapidly reshaping how B2B buyers discover, evaluate, and engage with providers during the purchasing process and postsale experience. Today’s buyers ask questions that require more than simple keyword matches. They expect modern search environments — from generative AI-based answer engines to AI agents — to understand their intent and deliver responses that […]
Blog

The Evolving DAM Landscape: From System Of Record To System Of Action

Phyllis Davidson September 29, 2025
Read highlights from the Forrester report, “The Digital Asset Management Systems Landscape, Q3 2025,” which covers how organizations use DAM systems to deliver cost-effective and performant digital experiences, democratize content access and transformation, and secure and extend brand value.

The Countdown To 2026 Predictions Has Begun

Don’t miss your chance to lead with confidence. Get early access to Forrester’s expert guidance across marketing, CX, digital, tech, and security.

Blog

Brand Manufacturers: Explore Dynamic Commerce Before Retailers Eat Your Lunch!

Chuck Gahun September 26, 2025
For brand manufacturers, the contextualized interactions enabled by dynamic commerce are becoming a blueprint for growth. Learn how to leverage this now to maintain a competitive edge.
Blog

Today’s Leaders Must Heed AI Advice For Future Disruptors

Brendan Witcher September 18, 2025
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
Blog

Your Competition Is Using New Commerce Transformation To Siphon Your Customer Base

Chuck Gahun September 18, 2025
As the commerce landscape quickly evolves and shows new potential, The Commerce Services Landscape, Q3 2025, can help you identify and shortlist the vendors that can best drive your commerce transformation.
Blog

Announcing The Forrester Wave™: Translation Management Systems, Q3 2025, Our Inaugural Evaluation Of The Market

Kathleen Pierce September 10, 2025
Localization in 2025 is about delivering personalized, context-aware experiences at every touchpoint. It’s more outcome-oriented than ever, aimed at helping businesses thrive in multilingual, multicultural global markets.
Blog

Search Is Changing — Is Your Content Strategy Ready?

Daryl Wright September 9, 2025
The traditional search-to-click path has collapsed — yet many B2B marketing teams still rely on outdated content strategies. APAC marketers: Learn a better path forward at Forrester’s B2B Summit APAC this November.
Blog

Hyland Community Live 2025 — It’s All About Content, Context, And Community

Cheryl McKinnon September 8, 2025
Has Hyland finally found its groove? Get a review of the key announcements from the recent Hyland Community Live user conference in Las Vegas.
Blog

Advance Your B2B Content Engine Maturity In The Age Of AI

Phyllis Davidson September 5, 2025
As AI transforms all phases of the content lifecycle, it’s critical for organizations to perform a status check. Our B2B Content Engine Maturity Assessment offers a starting point.
Blog

Europe-5 Markets Chart Their Own Path To Commerce Growth

Chuck Gahun August 26, 2025
By front-loading exports and remaining largely insulated from US tariffs in H1 2025, Europe-5 (France, Germany, Italy, Spain, and the UK) businesses are planning for 10% US tariffs on many UK goods and 15% US tariffs on many EU goods for the next several years.
Blog

Stop Reacting To GenAI Tool Requests And Lead With A Content Decision Framework

Lisa Gately July 31, 2025
Discover why B2B leaders must understand the current state of people and workflows in content before moving forward with investments in generative AI for content creation.
Blog

Navigate The DXP Revolution For Impact With The New Executive Guide For Digital Experience Platforms

Joe Cicman July 2, 2025
We’re seeing some wildly exciting things happening with digital experience platforms (DXPs) that present both opportunities and significant challenges for modern enterprises. They are becoming the backbone of how we connect with customers. To harness these exciting possibilities, technology and business leaders must move beyond just knowing about the trends and instead translate and mold […]

Stand Out In A Zero-Click World

Watch our on-demand webinar with Principal Analyst Lisa Gately. Learn breakthrough strategies to reshape your B2B marketing for AI-driven search and complex buying networks.

Blog

Standing Out In A Zero-Click World Starts With Stronger Collaboration

Lisa Gately May 29, 2025
Buyers may never click through to your content, even if it’s relevant, well structured, and aligned to buyer needs. This doesn’t mean your content is any less important — it’s just that the rules have changed.
Podcast

New AI Lessons In Coding, Marketing, And Product Design

What It Means May 29, 2025
In this episode, we look at how to avoid the risks of AI-enabled tools in three common business use cases: coding, marketing, and product design. The key takeaway from all three areas: There’s still a strong need to have a human in the loop to review your AI outputs.
Blog

Shifting Search Behaviors Demand Smarter Content Strategies

Lisa Gately May 19, 2025
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
Blog

How Kraft Heinz Is Using GenAI To Reimagine The Future Of Creative Content

Manuel Geitz May 4, 2025
Kraft Heinz recently embraced genAI to scale content creation and personalization, and in the process, reimagined how it brings its iconic brands to life.
Blog

Ready Your Commerce Strategy For Growth Through Volatility

Chuck Gahun April 10, 2025
Learn three distinct and emerging commerce strategies that guide leaders amid volatility in this preview of a new report.

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Blog

Campaign Tycoons, Assemble! Highlights From A Forrester B2B Summit Workshop

Phyllis Davidson April 10, 2025
Learn about the workshop “Become The Ultimate Campaign Tycoon” that was conducted at Forrester’s B2B Summit in Phoenix on April 1.
Blog

Six Key Findings From My First 60 Days As Forrester’s DAM Analyst

Phyllis Davidson March 28, 2025
The opportunities are vast for both digital asset management (DAM) vendors and users. Learn six capabilities that are increasing their fidelity and will likely have a big impact on the future of digital experiences.
Blog

Explore Five Ways To Improve Personalization At Forrester’s B2B Summit

Jessie Johnson March 25, 2025
B2B marketers overwhelmingly agree that their buyers and customers expect experiences relevant to their needs and preferences. Yet they struggle to define and deploy an audience-centric approach to B2B personalization that extends throughout the customer lifecycle.
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