Best Practice Report

The Forrester Content Model: Channel Marketing’s Role

January 1st, 2018

Summary

The Forrester Content Model is a best-in-class process framework for optimizing enterprisewide content workflow. Channel marketing must be involved throughout the content process to ensure the creation of content assets that facilitate partner success. During the curation phase, channel marketing gathers data about partners’ content usage and the effectiveness of content assets.

As B2B content needs evolve, many channel organizations are forced to spend too much time rejecting content that doesn’t work for them. To create a more efficient and effective enterprisewide content process, Forrester recommends a cross-functional approach (see Introducing The Content Model). In this report, we take a deeper dive into the role of channel marketing during each phase and stage of the content model (see Figure 1).

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