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News & Press

Don’t Confuse Media-Led And Customer-Led Content Marketing

Source: Forrester Read Full Article
Advertising Customer Acquisition

Forrester identifies two distinct types of content marketing: a brand-building approach they call media-centric content marketing, and a direct response one they call customer-centric content marketing. Both of these approaches have the potential to absorb vast amounts of resources and budgets without delivering clear outcomes. This report urges marketers to optimize each type of content marketing before they lose their way in vast media buys or customer relationship boondoggles.