Report

How To Assess Content’s Role In Marketing Outcomes

Use Forrester’s Marketing Optimization Framework To Make Better Content Decisions

April 12th, 2022
With contributors:
Oliwia Berdak, Tina Moffett, Nicola Ostermann, Sam Bartlett

Summary

Content decisions based on effective analysis instead of hunches separate marketing leaders from laggards. The Forrester B2C Marketing Measurement And Optimization Process provides a framework within which marketers can assess how content decisions generate more, or less, value to marketing and the business. This report recommends the kinds of metrics and analyses that marketers can use to build and demonstrate content’s role within marketing programs and customer relationships and inform steadily better decisions.

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