Summary
B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five dimensions: 1) customer understanding; 2) alignment of content topics to brand and business objectives; 3) disciplined editorial development; 4) distribution that intercepts the buyer’s journey; and 5) monitoring the impact of content on buyer engagement. Marketing leaders should use Forrester’s competency model to pave the way for the whole marketing team to deliver content that better engages buyers and builds relationships over time.
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