When its travel audience changed, Marriott got on board, too. Learn from its vice president of content how the global brand regenerated its content for a world coming out of a pandemic.

You’ll struggle to show content’s impact on revenue unless you focus on these five elements, according to Forrester analyst Phyllis Davidson. And (surprise) performance measurement is only part of the story – developing and tracking a strategic process matters, too.

Most thought leadership content is neither thoughtful nor leading. Forrester’s Lisa Gately explains how to change that at your company.