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Forrester scored companies according to various factors, including the appeal of their website content and use of video. The companies had the potential to score a perfect 30, or obtain a passing score of 20 or above. Only four companies successfully passed Forrester’s test; the average score was 12.8. Forrester did not reveal the names of the four companies that passed its test.
“The biggest problem is that the majority of content talks about the company, what its products and services do and how many awards they’ve won, but doesn’t speak to the issues their prospective buyers are trying to solve,” said Laura Ramos, Forrester analyst, according to Ad Age.
Telling stories, writing in narrative and shooting video were identified as key ways that companies can help their messages stand out among the rest....
A new report published by Forrester Research shows that a majority of B2B websites have failed to engage users with content in 2014. It's time for marketers to rethink and refocus their content marketing.