Best Practice Report

Evaluate Your Approach To Successful B2B Content Marketing

Five Competencies Help Marketers Deliver Content With More Customer Value

April 19th, 2021
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Caroline Robertson , Meredith Cain , Jennifer Zhang

Summary

B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five dimensions: 1) customer understanding; 2) alignment of content topics to brand and business objectives; 3) disciplined editorial development; 4) distribution that intercepts the buyer’s journey; and 5) monitoring the impact of content on buyer engagement. Marketing leaders should use Forrester’s competency model to pave the way for the whole marketing team to deliver content that better engages buyers and builds relationships over time.

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