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WEBINAR: Four Ways To Improve Your Content Marketing Maturity

August 7, 2014

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To turn savvy business buyers into long-term loyal customers, business marketers must mature content marketing practices from delivering product-focused messages to producing relationship-building, useful information. Forrester teamed up with the Business Marketing Association (BMA) and the Online Marketing Institute (OMI) to benchmark the maturity of business-to-business (B2B) content marketing efforts across 113 marketing professionals. We found the vast majority are in the early stages of assembling a content strategy and executing against it.

Only 4% are true masters of content marketing. They have formal editorial oversight and documented processes in place, incorporate customer issues and feedback into their content plans, invest in technology to help cross-functional teams leverage key themes, and can demonstrate the impact the content creation activity has on their businesses. During this Webinar, attendees learn which practices and processes they need to implement to become a content master and build content best practices that address customer needs throughout their purchase life cycle.

From examples shared by those who scored the highest on Forrester's content marketing assessment, B2B marketers learn how to identify gaps and weaknesses in their practices and skills and what it takes to use data-driven metrics to demonstrate a direct connection between content production and business results.


  • What is the state of B2B content marketing today?
  • What are the five dimensions against which B2B leadership should improve their content practices?
  • What are four things you can do in the next 60 days to jump-start your journey to becoming a content master?

Key takeaways:

  • While ubiquitously practiced, most content marketing is too focused on customer acquisition and fails to engage buyers postpurchase.
  • Top marketers focus their content marketing efforts on understanding buyer issues and needs and developing useful, relevant information that addresses those concerns.
  • Forrester's content marketing assessment tool can help marketers understand the maturity of their content marketing and which areas of weakness they should address today.

Vendors mentioned: Act-On Software, Babcock & Jenkins, ethology, Kapost, Marketo, MRM/McCann, Oracle, and Rosetta.

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