Peter O’Neill says, “At Forrester, Research Directors do many things around the research process. We help analysts to establish a research agenda and keep them current for the next 12 months – we negotiate the report outlines, edit the drafts, and share the research and reports around other parts of Forrester to ensure consistency. Then, we often create or edit “blurb” text for promotional efforts (tweets, blogs, newsletters). I was sent a proposed blurb (written by our own marketing group) announcing our new report “Make Sales Conversations An Integral Part Of Your Content Marketing Plans”. The blurb said

“Getting Sales to be the content concierge for marketing content.”

I stared at the sentence for a long time. Is that we mean? Do we want to force-feed marketing content to our sales colleagues? Calling it “marketing content” sounded demeaning and confusing; is that Sales’ job – distributing what marketing wants them to distribute? No, of course not. But their job is certainly to share and provide content to their conversation partners that is compelling and interesting and useful“.

Content Marketing Rules, But We Should Not Call It “Marketing Content”

The Forrester Blog

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