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Posted by Tracy Stokes on April 28, 2014
Content marketing has rapidly gained marketers’ attention as a new way to build relationships with customers — customers bombarded with marketing messages and overloaded by digital distractions. But as this new marketing discipline evolves, new challenges emerge:
Many vendors have emerged to help marketers with their content needs, but the landscape is complex and ill-defined. And the ability to create a meaningful content strategy rests on two core needs: 1) developing relevant, quality content, and 2) distributing it widely to consumers. In my new report, I help marketers “Choose The Right Vendor Tools To Help With Content Marketing Development And Distribution.”
What’s in store for this rapidly changing landscape? In the short term, the landscape will continue to expand with newcomers but then contract back as marketers’ need for a one-stop solution fuels consolidation of content marketing suppliers. Oracle's purchase of Compendium and Sprinklr's of Dachis are small signs of a fast-changing playing field.
To learn more about how to harness the power of content marketing to build your brand, check out “How To Build Your Brand With Branded Content.” And for Forrester’s vision on content marketing as part of the new content marketing playbook, read my colleague Ryan Skinner’s report, “Build Your Content Brand By Delivering Customer Value.”