Trends Report

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

November 17th, 2017
With contributors:
Melissa Parrish , Christian Splaine , Samantha Merlivat , Christine Turley

Summary

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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