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For B2C Marketing Professionals

Earn Buy-In For Content Marketing's Silo-Busting Benefits

Business Case: The Content Marketing Playbook

November 17, 2017

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This is the Business Case report in The Content Marketing Playbook For 2017.

Why Read This Report

Most companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers should seize upon the opportunity to pull together a businesswide story that illustrates the positive effects of a unified content marketing strategy. This report explains how marketers can bring together the needed support to obtain organizational buy-in and win the support of business leadership. This is an update of a previously published report that now includes the POST methodology and updated examples and references; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • From Random Acts Of Content To A Content Marketing System
  • Build Your Case On Efficiency, Customer Centricity, And Differentiation
  • Build A Credible And Actionable Business Case With POST
  • Recommendations

  • Content Success Stems From Focus And Cross-Team Collaboration
  • Supplemental Material
  • Related Research Documents

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