Content Strategy and Operations

Make sure your TEI is meeting your organization where it’s currently at. The main objectives should be in-line with your organization’s strategy today, not tomorrow.

Buyers and sellers alike want immediate, relevant content, but often miss valuable but non-standard content that could advance the sale. Marketing and sales enablement can increase content usage by making sure file names convey unique value.

Content is the backbone of the buyer's journey and the customer experience. Keep it strong with these five best practices.

You should give a DAM about the DAM market and your DAM needs. More than 60% of the users we surveyed already give a DAM. Because of this heat in the market, strong growth, and, most importantly, customer need, we’re kicking off our next Forrester Wave evaluation on digital asset management in October. The volume […]

The pandemic ripped off the Band-Aid for collaboration. Hybrid and completely remote environments drove businesses to adopt new ways of working. Videoconferencing, virtual events, and collaboration capabilities surged. One by-product is the red-hot acquisition market for these technologies. Most recently, we saw Adobe’s intent to acquire Frame.io, a company that makes video collaboration software. While […]

Dealing with B2B content data dilemmas? Learn how to build content measurement dashboards to gain better insights.

Every marketing organization knows its content should be customer-centric. Yet many still struggle to deliver on this aim. On this week’s What It Means episode, VP Phyllis Davidson and Principal Analyst Lisa Gately discuss how B2B marketers can get it right.

Regional marketing can change the dynamic by understanding what global marketing needs from them and making some simple changes in the way they work and communicate.

Nearly two-thirds of B2B buyers say vendors give them too much content and that the material is more style than substance. Learn how to break through and make an impact.

Here's how to create empathetic content that’s actually useful 1) Target an audience 2) Select a goal 3) Forget about your product.

To deliver relevant experiences for each buying situation, B2B organizations need modular sales content. At B2B Summit, learn how high-performing organizations use sales content solutions to achieve this.

Use the TEI results to create customer-centric messaging and highlight how you understand their pain points, issues, and struggles — to compel prospects to take action.

Building a global campaign content strategy that works across local markets is a challenge for most B2B marketing organisations. In her latest blog post and upcoming webinar, Lisa Gately outlines how regional marketers can drive the conversation in three areas to improve audience-centricity, decision-making, and content collaboration.

Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.

Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]

Agile content management systems (CMSes) build on the momentum of nearly 30 years of delivering modern, digital, internet-powered experiences. With a nod to both developers and practitioners, agile CMS seeks to enable collaborative, iterative approaches to content and experiences that satisfy both sides of the house. Make no mistake, though, agile CMS is more than […]

Best-in-class organizations pair SMEs with content operations to optimize all aspects of content performance at scale.

In the eighth post in Forrester’s 12 days of Christmas blog series, we offer the eight B2B content best practices of “Contentukkah,” the annual holiday commemorating well-written assets.

A grand trine in astrology occurs when three planets are exactly 120 degrees apart. In her latest blog post for Forrester, Phyllis Davidson shares how three elements are coming together to fuel more effective B2B marketing. Check out the blog post and attend the webinar – you don’t need a telescope to see this grand trine!