Summary
As marketers ramp up their investments in content marketing, it's time to stop talking about a monolithic idea of "content marketing." Forrester identifies two distinct types of content marketing: a brand-building approach that we call media-centric content marketing, and a direct response one that we 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.
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