Report

Brief: Marketing And Media Efficiency Outcomes Drive Content Marketing

Budgets For Content Marketing Are Growing But Not For The Reasons You Think

September 14th, 2015
With contributors:
Luca Paderni, Kasia Madej

Summary

To most technology vendors, agencies, publishers, and bloggers, content marketing's all about businesses generating relevant traffic to their websites and then turning that net new traffic into business. Forrester data indicates that marketing leaders see something more valuable from content marketing — a means of maintaining efficiency as their channels to market multiply. In other words, top-line customer growth is a valuable product of content marketing but is eclipsed in most marketers' minds by its value to the bottom line. This report shares data based on a recent survey of content marketing platform (CMP) users and explores how marketers aim to transfer content marketing's increasing share of marketing budget into business outcomes.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.