‘Marketers want more content strategy from their content marketing’ – Forrester
Ryan Skinner says, “We recently asked marketing leaders who use content marketing platforms (CMPs) a simple “this or that” question, namely:
What business outcomes did your content marketing initiatives generate last year: top-line benefits (new customers, revenue, sales) or bottom-line benefits (loyalty, reduced marketing or media expenses)?
The responses came down decidedly in the second category. In other words, those marketing leaders who are currently practicing content marketing in a way big enough to necessitate software specific to it believe the value they’re generating is less growth than efficiency.
This is in line with the input I’ve received from both marketing leaders and CMP vendors. Both describe a scenario where all kinds of marketing teams – search-focused, website-focused“.
Marketers want more content strategy from their content marketing
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