Introducing The Forrester Content Model

Given recent changes to B2B buying behavior and greater requirements for content to support it, B2B organizations must prepare for a similar revolution in their content strategies. B2B organizations struggle with a content conundrum — our research indicates that up to 70% of B2B content goes unused. Forrester recommends an enterprisewide content process across marketing, product, and sales. In this report, we introduce the Forrester Content Model, which product, marketing, and sales leaders can use to evaluate their existing content factory, determine where gaps and breakdowns exist, and optimize their content process.