Best Practice Report

Building Campaign Messaging And Content Strategy

A Six-Step Process For Developing Audience-Centric Campaign Content

July 19th, 2021
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
Phyllis Davidson, VP, Principal Analyst
Phyllis Davidson VP, Principal Analyst
With contributors:
Kathleen Pierce , Christine Polewarczyk

Summary

Great marketing campaigns are rooted in a deep understanding of buyers and customers. They communicate and provide information to target audiences with messaging and content that’s engaging, helpful, and credible. However, B2B organizations often struggle to get messaging and content right. According to Forrester Consulting’s Q3 2019 Global Marketing Credibility Content Study, most business buyers say vendors give them too much content, and 59% say what they get is useless. To create high-performing campaigns, B2B marketers must use an integrated planning approach to organize messaging and content efforts around audience needs. In this report, we outline the six steps to building an integrated, audience-centric content strategy that aligns to a best-practice campaign architecture and implementation process.

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