Save or Share this Report

For B2C Marketing Professionals

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

March 18, 2016

Playbook icon

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

Primary author headshot


Why Read This Report

Content marketing doesn't exist in most CFOs' lexicons. This is because budgets for content marketing at many business-to-business (B2B) and business-to-consumer (B2C) companies simply do not exist; investments in customer-centric content and the relationships they cultivate live within the budgets of managers with social media, web, email marketing, customer relationship management (CRM), and even mobile titles. However, any CFO would shun all of this duplicated activity. It behooves marketers today to pull together a businesswide story for content marketing, establish the processes and systems that will bring it to life, and then deliver the transformation that content marketing is meant to unleash. This report explains how marketing leaders can bring together the elements needed to support an investment decision and earn the organizational buy-in they need to do content marketing right.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

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

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

Recommended Research