The Forrester Campaign Content Strategy

April 30th, 2024

Phyllis Davidson VP, Principal Analyst

Craig Moore VP, Principal Analyst

With contributors:

Matthew Selheimer , Fayzan Sabri , Drew Zalucky

Summary

Marketing campaigns require content to fuel the programs that support audience journeys. Campaign content plans coordinate a mix of thematically connected assets that meets the information needs and preferences of audience personas while supporting provider goals. The six steps in the Forrester Campaign Content Strategy align to the Forrester Campaign Implementation Process and provide a rigorous methodology that documents what content will be delivered, for whom, when, and through what activation channels to support campaign goals.

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