Trends Report

Brief: How To Get The Most From Content Marketing Tools

Build Content Success With Easy-To-Use, Cross-Channel, And Easy-To-Integrate Planning Tools

September 29th, 2015
Ryan Skinner, null
Ryan Skinner
With contributors:
Ted Schadler , Luca Paderni , Kasia Madej , Laura Glazer


B2C marketers struggle to make sense of technologies for content marketing. Despite broad and growing interest in the marketing strategy, marketers have not agreed on what a content marketing solution looks like. At the same time, some marketers describe one or more tools in glowing terms, giving them credit for increased productivity, brand visibility, and reporting. To help marketing leaders collaborate around technology needs for content marketing, Forrester surveyed and interviewed dozens of marketers on the topic. Our assessment concludes that marketers should combine open and shared platforms for content planning with connections into upstream content hosting and downstream content delivery solutions. This report will separate out the technology capabilities that marketers truly appreciate for content marketing from those that are peripheral, or — worse — unnecessary.

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