Content Strategy and Operations

Content is the core of B2B marketing: It conveys brand promise, helps drive demand, and keeps customers engaged. Explore our content strategy and operations insights to build and maintain a content strategy that delivers on marketing goals.

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Insights

Blog

Activate Your Total Economic Impact™ (TEI) Study Using The Five W’s And One H

Stephanie Slate March 26, 2021
Use the TEI results to create customer-centric messaging and highlight how you understand their pain points, issues, and struggles — to compel prospects to take action.
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Blog

Get The Content You Need From Global Campaigns

Lisa Gately March 16, 2021
Building a global campaign content strategy that works across local markets is a challenge for most B2B marketing organisations. In her latest blog post and upcoming webinar, Lisa Gately outlines how regional marketers can drive the conversation in three areas to improve audience-centricity, decision-making, and content collaboration.
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Boost Your Content Strategy For 2021

Discover how to adapt your content strategy for your audience. Join us for two complimentary webinars dedicated to sharing key advice and best practices.

Blog

Pole Position: Three Ways To Fuel Your Content Engine For Success

Phyllis Davidson March 10, 2021
Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.
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Blog

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
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Blog

Agile CMS Moves The Market Beyond Headless — The Just-Released Forrester Wave™ Evaluation

Nick Barber February 22, 2021
Agile content management systems (CMSes) build on the momentum of nearly 30 years of delivering modern, digital, internet-powered experiences. With a nod to both developers and practitioners, agile CMS seeks to enable collaborative, iterative approaches to content and experiences that satisfy both sides of the house. Make no mistake, though, agile CMS is more than […]
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Blog

Frustrated With Findability? Tagging Content Takes Teamwork

Kathleen Pierce January 13, 2021
Best-in-class organizations pair SMEs with content operations to optimize all aspects of content performance at scale.
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Blog

Happy B2B “Contentukkah”: Spinning The Editorial Dreidel

Phyllis Davidson December 16, 2020
In the eighth post in Forrester’s 12 days of Christmas blog series, we offer the eight B2B content best practices of “Contentukkah,” the annual holiday commemorating well-written assets.
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Improve Your Content Today

Optimize and measure your B2B content with this best-in-class framework.

Blog

The Grand Trine Redux: Achieving More Effective B2B Marketing Post-Pandemic

Phyllis Davidson December 11, 2020
A grand trine in astrology occurs when three planets are exactly 120 degrees apart. In her latest blog post for Forrester, Phyllis Davidson shares how three elements are coming together to fuel more effective B2B marketing. Check out the blog post and attend the webinar – you don’t need a telescope to see this grand trine!
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Blog

Adobe Buys Workfront To Boost Upstream Creative Support

Stephanie Liu November 10, 2020
Adobe announced yesterday it’s shelling out $1.5 billion to acquire work management tool Workfront, cementing a longstanding partnership between the two companies. Together, Adobe and Workfront can spin a tale of coupling a Forrester Wave™ Leader digital asset manager (DAM) and a work management tool that can handle all the planning and collaboration aspects of […]
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Blog

Adobe Wants To Make 3D An (Augmented) Reality

Nick Barber October 23, 2020
Adobe is doubling down on its 3D support, betting that the format will power more omnichannel experiences in the years to come. And they’re right. Adobe’s vision for 3D is in line with soon-to-be-published research that Ryan Skinner and I wrote. In it, you’ll read how companies like Wayfair, IKEA, Zenni, Nespresso, and others are […]
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Blog

Why Marketing Should Build Better Buyer Enablement Content

Kathleen Pierce September 29, 2020
B2B companies can gain a competitive advantage during the buyer’s journey by providing business-case tools to the buying group
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Blog

Why Choosing a Localization Vendor Is Like Dating

Kathleen Pierce September 3, 2020
For global companies, reputation in the regions requires a great localization vendor, but it can be hard to find the right match. Kathleen Pierce of Forrester SiriusDecisions explains why past performance is no guarantee of future success, and how to identify the right partner for your needs.
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The SiriusDecisions Buyer Persona Framework

Establish a structure for understanding buyer audiences and guiding marketing campaigns, content, and strategies.

Blog

Content: Is It a Shining Star or Black Hole in the Campaign Universe?

Aaron Cullers May 1, 2020
  • Too often, B2B content strategy consists of a bill of materials, but what’s needed is a rigorous approach to orchestrate meaningful content experiences
  • An integrated campaign approach provides the right conditions, but content strategists still grapple with crafting strategy to meet complex requirements
  • A best-in-class campaign content strategy leverages the campaign implementation process to effective content planning
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Blog

Inject Your Marketing Playlist With Swagger: Tune Into These Five Inspirational Trends

Phyllis Davidson April 30, 2020
  • B2B buyers engage in an average total of 18 meaningful interactions with a company before they buy, making it especially challenging for marketers to deliver content with swagger
  • To provide the dynamic and personalized digital experience B2B buyers demand, marketers must operationalize buyer insights, content, and delivery mechanisms
  • Effective tactical execution requires a data-driven approach that continuously adapts to new buyer insights and activity
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Blog

COVID-19: How B2B Content Leaders Are Responding

Phyllis Davidson April 21, 2020
  • Pivoting to new messaging and content is a top priority in B2B at this time of global crisis
  • To support shifting needs, cross-functional B2B teams must be flexible and nimble
  • Content leaders and their teams are well positioned to provide strategy and resources to support the new normal
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Blog

Three Content Projects Worth Tackling During the COVID-19 Crisis

Lisa Gately April 17, 2020
  • Reassess what’s in your content queue as your organization adapts to a new environment
  • Adjust how you build content with customers and experts as event plans change
  • A close-up look at your current content is essential preparation during changing times
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Blog

How Treating Your Content Like Data Can Help You Deliver Meaningful Interactions

Robin Whiting December 10, 2019
  • Content must be treated as data to deliver on the increasing expectations of B2B buyers
  • A modular approach to content is key to an organization’s ability to capture and classify valuable insights
  • Marketers must be able to respond to customers in real time with content that motivates the next-best action
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Blog

This Halloween: Avoid Frankenstein Content Planning and Calamities

Phyllis Davidson October 28, 2019
  • B2B content marketers often struggle with the complexities of pulling together strategically effective plans
  • Programs demand better audience focus with content personalization, but technology, process and regulatory challenges lurk
  • On the occasion of Halloween, here are a few tricks to help unlock the secrets to better content planning
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Blog

On the Emerging Potential of Digital Content Fingerprints

James Mathewson July 31, 2019
  • Modular content is a best practice for high performing content organizations, but only 49% of B2B content organizations use modular content strategies in website content management, according to the SiriusDecisions 2018 State of B2B Content study
  • Two key blockers to modular content adoption are close to being resolved, thanks to innovations in content fingerprint technologies
  • Digital fingerprints help marketers track assets within their systems and repositories to help identify bottlenecks and other workflow issues, among other benefits
 
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Blog

Déjà Vu, a Premonition, or Just Another Day in Martech: Upland Software Acquires Kapost

Phyllis Davidson June 11, 2019
  • Upland Software recently acquired Kapost, a content operations and marketing platform vendor
  • This acquisition may foretell a trend in the marketplace
  • Buyers and vendors alike must tread carefully, balancing the potential opportunity against near-term needs
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