Trends Report

Measurement Powers Content Marketing Success

January 2nd, 2018
RS
Ryan Skinner
EL
Erna Alfred Liousas
With contributors:
Brigitte Majewski , Melissa Parrish , Stephanie Liu , Miriam Oesterreich , Peggy Dostie

Summary

How is content influencing audiences? Is your brand forging the basis of better long-term and more-efficient relationships with existing and future customers? And how is all of this activity contributing to the business' success? These hard questions demand both analytical acumen and sound strategic judgment from marketers. Read this report to determine the value of your B2C marketing content, including how to measure if it changes customers' attitudes toward your brand and ultimately drives positive business outcomes. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new strategies, examples, and data.

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