Modular Content, The Forrester Way

Many B2B organizations take an inconsistent approach to content. Flagship products and key customer segments receive carefully targeted and painstakingly designed content, but the rest is one-size-fits-all, and the uneven customer experience that results can tarnish the brand and business goals. To fix the problem, the content strategy and operations function should orchestrate content-modularization processes and manage the technology, governance, and taxonomy. In this report, we examine how companies can deliver flagship content experiences universally and at scale by leveraging modular content techniques.