Best Practice Report

Evaluate Your Approach To Successful B2B Content Marketing

Five Competencies Help Marketers Deliver Content With More Customer Value

April 19th, 2021
With contributors:
Caroline Robertson , Meredith Cain , Jennifer Zhang


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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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.