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.
Insights
Blog
When Case Studies Are Too Much Of A Good Thing
When new customer advocacy programs are building a library of customer success stories, the selection process goes something like this: Successful customer? Check. Willing to share results? Check. Available in the right time frame? Check. Casting a wide net is the right call when building a foundation. But higher volume doesn’t necessarily improve buyer trust. […]
Blog
Marketing’s Next AI Challenge: Scale What Works Without Losing Control
At this year’s Marketing AI Conference (MAICON), I noticed a shift in how marketing leaders are approaching AI transformation. The conversation is moving beyond AI literacy and individual productivity toward building repeatable workflows, developing AI agents, and making these capabilities part of everyday work. Many of the sessions highlighted marketing’s next challenge: empowering teams to […]
A Third Of Consumers Will Reject Content They Can't Verify
Explore Forrester's 2027 Predictions guide for B2C, CX, and digital leaders to uncover the five shifts putting new pressure on brands to earn trust and regain control.
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The Forrester Wave™: Localization Services, Q3 2026 — Keep The LSP, Change The Relationship
Language AI has changed what businesses can localize, who can do it, and where it happens. It has also raised an obvious question: Do enterprises still need localization service providers (LSPs) when translation is being built into everyday applications? Last week, we published The Forrester Wave™: Localization Services, Q3 2026 to help answer that question. […]
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Your AI Productivity Gains Are Creating More Work
Shopify CEO Tobi Lütke recently warned employees against tossing “AI slop grenades” to coworkers: using AI to generate something quickly, then shifting the burden of reviewing, interpreting, or fixing it to someone else. Marketing leaders should pay attention. It’s not enough to worry about AI slop reaching customers and burying editors, creative teams, and other […]
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The Content Bottleneck Has Shifted: Why Enterprise AI Isn’t Enough
The constraint marketing leaders are running into is no longer about content generation. It’s scaling marketing without losing trust, quality, or control.
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AEO Changes What Content Is Worth Creating
The question is no longer how to optimize more content, but what content is worth creating. In an AEO-driven world, marketers gain visibility by investing in original evidence that demonstrates expertise, builds credibility, and contributes something new to the market conversation.
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Hyland CommunityLIVE 2026: A Call To Action For Enterprise Content Management Leaders
Hyland CommunityLIVE 2026 was held in Orlando last week, bringing Hyland’s customers together from across its product portfolio — OnBase, Alfresco, Nuxeo, and Perceptive. CEO Jitesh Ghai, CTO Tim McIntire, and CPO Michael Campbell delivered the next iteration of Hyland’s vision and roadmap, evolving its positioning of the Content Innovation Cloud and Hyland’s role in […]
2027 Predictions: Will AI Come Between You And Your Customers?
Join Forrester analysts on Dec. 8 to explore how AI will reshape B2C, CX, and digital decisions around content creation, brand discovery, and agentic journey orchestration.
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Findings From The Forrester Wave™: Document Mining And Analytics Platforms, Q2 2026
The Forrester Wave™: Document Mining And Analytics Platforms, Q2 2026 highlights a market that is broad, fragmented, and rapidly evolving — where success depends less on vendor selection alone and more on precise alignment to use cases, document types, and architectural choices. While innovation around agentic AI and LLMs is accelerating, most organizations are still […]
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Enterprise Content Moves From Tools To Systems: Adobe Summit Takeaways
Enterprise content leaders are under pressure on three fronts. They need faster time to activation as buyer behavior outpaces traditional campaign cycles. They need greater scale as content volumes rise across channels, formats, geographies, refresh cycles, and personalization needs. And most importantly, they need stronger returns. Improving relevance for priority audiences and increasing share of […]
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Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
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Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
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AI Can Make You Multilingual Overnight — Or Create Chaos Just As Fast
GenAI and machine translation promise instant multilingual reach across websites, apps, support flows, and internal tools. But when leaders treat localization AI as a switch to flip rather than a strategy to design, they quickly erode quality, safety, and brand trust. Research shows that large language model (LLM) safeguards don’t reliably carry over beyond English, […]
The B2B GTM 2027 AI Challenge Isn't Scale. It's Control.
Join Forrester analysts on December 3, 2026, to learn which B2B GTM predictions could reshape buyer engagement, sales, marketing, and product strategy.
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Machines Are Your Content’s New Audience
As AI accelerates and agentic systems begin to orchestrate more digital journeys, machines are simultaneously content creators and — in deciding what buyers see — a primary content consumption audience. Learn what this means for the future of content.
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AEO Changes What Content Must Do: Help Buyers Decide
Answer engine optimization (AEO) exposes a gap that’s long been hiding in plain sight. Most content is designed to explain — but when marketers stop at answering questions and avoid framing comparisons, trade-offs, and decisions, they hand that responsibility to AI systems and third-party sources.
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Seven Roles, One Goal: How To Organize For Answer Engine Optimization
AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.
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Shifting From Creator Tools To Creative Participation: Adobe MAX Takeaways
Creativity has always extended beyond creative and content teams. But for years, many marketers and other employees lacked the tools, time, or skills to participate fully in shaping ideas and content. I just attended Adobe MAX 2025 and now see that reality changing. Adobe’s latest innovations aim to close those gaps by enabling anyone involved […]
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LocWorld54 Shows Why Localization Can Be The Next Strategic Powerhouse — And What’s Holding It Back
For decades, B2B companies have viewed localization as an operational necessity to translate words, keep websites up to date, and support global product launches. That outdated view doesn’t hold up anymore. Businesses today need to evolve localization in the age of AI. Find out how in this review of the recent LocWorld54 conference.
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Stop Optimizing, Start Reinventing: Three Imperatives For Marketing Leaders In 2026
Learn three imperatives coming out of MAICON 2025 for marketing leaders looking to reimagine how marketing creates growth.
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From Keywords To Context: Impact And Opportunity For AI-Powered Search In B2B Marketing
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 […]
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The Evolving DAM Landscape: From System Of Record To System Of Action
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.
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