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

Power Up Your Content With A Plan On A Page

Phyllis Davidson August 29, 2023
A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.
Blog

Announcing The Forrester Wave™: Content Management Systems, Q3 2023

Chuck Gahun August 23, 2023
The Forrester Wave™: Content Management Systems, Q3, 2023 helps buyers select a next-generation content management system that will delight, convert, and further engage consumers through anticipatory digital experiences.
Blog

Announcing Forrester’s Embedded Conversation Automation Landscape For B2B Marketing

Jessie Johnson August 11, 2023
Conversational AI, chatbots, and automated marketing are not new to B2B marketing technology stacks. B2B marketing organizations leverage conversation automation solutions to better understand and enable buyers, customers, and internal teams by integrating signal-responsive conversations into existing workflows, tactics, and content experiences that span the full customer lifecycle. Conversation automation is quickly becoming integral to […]
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One Destination, Many Paths: The Content Engagement Solutions Landscape

Phyllis Davidson July 24, 2023
B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination. In […]
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Looking Ahead To Forrester’s B2B Summit EMEA 2023

Paul Ferron July 12, 2023
Throughout the year, there is an ebb and flow to the things that I look forward to, often triggered by a certain event. For example, once my family has the winter-sport holiday behind us, I look forward to warmer weather and sunshine. The same happens to me when Forrester’s B2B Summit in North America is […]
Blog

AI And B2B Marketing: Three Opportunities And Challenges To Ponder

Phyllis Davidson June 15, 2023
In the most promising areas of AI impact in B2B marketing, prudence, too, is advised as marketers explore use cases.
Blog

The Definition Of “More From Less” In B2B Content Strategy And Operations

Phyllis Davidson May 9, 2023
2023 is the year to deliver more with less in your B2B content engine. But this isn’t about more volume; it’s about more value with less content volume overall and fewer resources. Read these tips on the math of more with less when it comes to B2B content.

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Marketers, If B2B Content Is Your Thing, We Got You! Forrester B2B Summit Agenda Highlights

Phyllis Davidson May 4, 2023
Whether the word “content” is in your title or not, many roles across B2B marketing, sales, and product are involved in the content that delivers brand value and converts buyers. Because content responsibilities are cross-functional, Forrester has embedded content sessions across most of the tracks at our annual B2B Summit North America event in Austin, […]
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Building An Insights-Driven Strategy: Where Do You Start?

Kim Herrington April 19, 2023
“Follow the yellow brick road!” Silly Dorothy. She had it so easy. Dorothy had a magical guide that popped up when she needed help the most. For many executives getting started with forming a data team and an insights strategy, the road forward is not so clear. Executives find themselves bewildered and disoriented in a […]
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The End Of The Monolithic CMS

Chuck Gahun April 18, 2023
Now Live: A Strategic Technology Selection Guide For Content Management Systems (CMSes) And The Content Management Systems Landscape, Q2 2023 Through innovations in “headless” experience delivery capabilities over the last several years, CMSes have undergone a renaissance with their role and capabilities in digital experience delivery for enterprises. Demand and investment in content management technology […]
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Let’s Chat About B2B Personalization

Jessie Johnson April 10, 2023
B2B marketers overwhelmingly agree that buyers expect an experience personalized to their needs and preferences across sales and marketing. Personalization capabilities and components are distributed throughout the B2B marketing technology stack, but organizations often struggle to define an audience-centric view of the role of personalization that extends throughout the customer lifecycle. Too often, personalization starts […]
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B2B Content: Experimentation Means Bold Bets And Cold Sweats

Phyllis Davidson March 22, 2023
Optimizing the customer experience — a top priority for B2B organizations — requires dramatic improvements to the content engine. To build for the future, organizations will make bold bets, experimenting with AI to deliver contextual, personalized experiences.
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Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy

Rusty Warner March 21, 2023
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Blog

Want Better Content Performance? Fix It At The Source.

Kathleen Pierce March 20, 2023
Marketing and sales enablement teams often struggle with poor content performance for years because they're not addressing the root causes. Conducting a content inventory health analysis helps pinpoint what's going on with findability, relevance, and quality issues, pull in the right teams to eliminate the problems, and then track the right progress metrics.
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Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content

Lisa Gately March 17, 2023
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Sales Content Solutions: A Lid For Every Pot

Kathleen Pierce March 9, 2023
The Forrester Wave™: Sales Content Solutions, Q4 2022, revealed a market that has radically expanded its capabilities, truly providing a lid for every pot. Modern sales content solutions (SCS) are multifaceted, highly integrated keystones of the sales/marketing tech stack and are table stakes for most companies past the startup stage. Providers are focusing their innovation […]
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The Art And Science Of Storytelling: An Interview With Bryan Yee

Julie Mohr January 30, 2023
In this interview, read how one organization uses storytelling in an agile knowledge management practice to engage knowledge workers, embrace knowledge-sharing, improve organizational connections, and increase the flow of experience-based learning.
Blog

The Future Of Localization Is Here: Are You Ready?

Kathleen Pierce January 26, 2023
Here’s a thought experiment to test if your organization is ready for the future of localization. When you think about your customer and employee experience (CX and EX), do you think about what it’s like in each of their languages? Or do you unconsciously assume a monolingual experience? If we’re honest, many of us, especially […]
Blog

Knowledge Capacity Building Requires Skills Development

Julie Mohr January 23, 2023
Continuing research into the importance of knowledge capacity building, this article discusses why a knowledge management practice should include a variety of means to develop knowledge workers, including skills development.
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A Day In The Life Of A Knowledge Manager — A Cautionary Tale

Julie Mohr January 12, 2023
Building a successful knowledge management practice to capture, share, and transfer institutional knowledge is more essential than ever. IT operations needs to innovate, provide services globally, and improve employee experiences. Leading a knowledge management practice requires a unique set of skills, but what capabilities are essential for the early success of a knowledge manager?
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