Centralized B2B Content Organizations Value Audience Engagement Metrics

Forrester’s 2024 data indicates that centralized content organizations tend to use different metrics to evaluate content than their decentralized counterparts. Business leaders in centralized organizations are more likely to use engagement metrics like internal consumption, partner consumption, or external consumption to evaluate content performance. Leaders in decentralized teams are more likely to measure content based on findability, timeliness of delivery, and contribution to revenue. This shows that centralized teams focus on the best indicator of content performance — audience engagement — whereas decentralized teams focus on content supply chain metrics.