Best Practice Report

Invest In Advocacy To Make Customer-Contributed Content Resonate

Building Good Customer Content Requires Proactive Outreach, Curation, And Storytelling

April 5th, 2022
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
Meredith Cain, null
Meredith Cain
With contributors:
Caroline Robertson , Miriam ElKorchi , Kate Pierpont

Summary

Customer-contributed content, such as case studies, videos, and peer reviews, delivers high impact for B2B buyers and customers when it demonstrates a deep understanding of their peers’ challenges, experiences, and outcomes. However, most B2B organizations struggle to produce this content with the depth of substance, quality, and transparency audiences require. In Forrester’s evaluation of customer content from 50 companies across 10 categories, every organization scored poorly. In this report, we present the findings of our evaluation and explain how to make customer content more effective.

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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.