Strategic content planning for integrated campaigns

Forrester's Phyllis Davidson explores how to maximize the impact of content in integrated campaigns. She breaks down how to stretch core assets across personas, regions, and stages of the buyer journey—reducing waste and boosting relevance.

• Plan campaigns like a chess game: strategy, sequencing, and adaptability matter

• Reuse and adapt core assets across geos, industries, and channels

• Customize for audience needs—reduce gating, prioritize localization

• Use content tagging and segmentation to track performance

• Reduce content waste and stretch budget through smart reuse strategies