Trends Report

Don't Confuse Media-Led And Customer-Led Content Marketing

Two Types Of Content Marketing Are Emerging: One That Supports Brand Advertising Goals And One That Supports Direct Response Ones

February 23rd, 2016
Ryan Skinner, null
Ryan Skinner
With contributors:
Luca Paderni , Kasia Madej , Laura Glazer


As marketers ramp up their investments in content marketing, it's time to stop talking about a monolithic idea of "content marketing." Forrester identifies two distinct types of content marketing: a brand-building approach that we call media-centric content marketing, and a direct response one that we call customer-centric content marketing. Both of these approaches have the potential to absorb vast amounts of resources and budgets without delivering clear outcomes. This report urges marketers to optimize each type of content marketing before they lose their way in vast media buys or customer relationship boondoggles.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.