Trends Report

Get Customer Obsessed With Your Content Marketing Processes

October 27th, 2017
RS
Ryan Skinner
With contributors:
Melissa Parrish , Christian Splaine , Miriam Oesterreich , Christine Turley

Summary

Traditional marketing processes implode on contact with content marketing because: the rapid and ongoing publishing cycle strains obsolete production and approval machinery; signals from the market fall unheard in product-driven campaigning; and diverse groups of contributors quickly run astray. To master content marketing, B2C marketing leaders need to manage many concurrent activities, absorb clear signals from the media habits of customer groups, and maintain balance. Read this report to understand how to make content marketing processes adoptable, open, and customer obsessed. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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