Valuable Content Is Every Marketing Team's Job

Content marketing asks something more of marketers' content; it demands storytelling and a focus on building audiences and maintaining interest. Marketing organizations have long possessed only the skills to tell product- or brand-centric stories in specific formats: 30-second ads, print ads, press releases, or marketing brochures. Marketing leaders recognize that to succeed with content marketing they must make organizational changes to their teams to focus on delivering visible customer value, managing compelling and ongoing storytelling, and mastering continuous optimization. Read this report to make the case for the organizational changes needed to drive successful content marketing initiatives. This is an update of a previously published report. Forrester reviews and updates reports periodically for continued relevance and accuracy; we revised this edition to factor in new examples and data.