Key Recommendations Start with a clear picture of your target audience. It is critical that you define a targeted audience for thought leadership to make content that is relevant and personalized. At a minimum, this audience should be defined at the regional, company size, industry, and buying group levels. Leverage interactive assets to enhance the reader experience. Buyers in our content preferences study prefer interactive thought leadership content for a more engaging, experience. Interactive assets also allow readers to customize content, delivering a more personalized experience for your audience. Maximize your content reach. Your content should not be one and done — promoting content across multiple channels over an extended period of time will yield the best results. Align asset promotion to audience preferences to be where they want to be when they are ready to engage. Methodology In this study, Forrester conducted an online survey of 767 decision-makers at organizations with 500 or more employees in Australia, Canada, China, France, Germany, Hong Kong, India, Japan, New Zealand, the Nordics, Singapore, the UK, and the US to evaluate the current state of B2B content marketing and thought leadership. Survey participants included decision-makers who actively participated in a technology purchase decision in the past 12 months. Respondents were offered a small incentive as a thank-you for time spent on the survey. The study was completed in May 2023. Note: Percentages may not total 100 due to rounding. REGION EMEA 36% North America 33% APAC 31% COMPANY SIZE (EMPLOYEES) 500 to 999 15% 1,000 to 4,999 43% 5,000 to 19,999 25% 20,000 or more 18% INDUSTRY (TOP FOUR) Tech/tech services 15% Manufacturing/ materials 13% Finserv/insurance 12% Retail 9% TITLE C-level 19% VP 7% Director 29% Manager 45% Demographics DEPARTMENT (TOP FOUR SHOWN) IT 29% Marketing/ advertising 19% Customer experience 19% Customer service 18% 13 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 12
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