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
RS
Ryan Skinner
With contributors:
Luca Paderni , Kasia Madej , Laura Glazer

Summary

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.

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