Content Marketing Strategy and Measurement

Maximize your content marketing strategy

Measure your content marketing strategy in 3 steps

Content influences every stage of the customer journey yet only 42% of B2C and 41% of B2B marketers have a documented content marketing strategy

Content marketing is outpacing marketers’ ability to measure its effectiveness. Marketers are struggling to measure and optimize their content assets across channels and campaigns that support their customers' decision making in their journey.

Gartner's step-by-step guide can help marketing leaders, like you, to: 

  • Map content to your customer journey
  • Identify metrics needed to prove the value of your marketing strategy and execution 
  • Communicate the business value of your content marketing strategy efforts by using key performance indicators (KPIs) that align with your organization’s strategic business goals

Download the step-by-step guide

Discover 3 steps to measure the value of your current content marketing strategy

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    Learn the terminology to measure your content marketing strategy

    Your content marketing strategy or plan should include metrics that can gauge how content performs. It’s important to use the precise terminology when discussing how to measure content marketing, namely: content assets, content marketing campaigns and content marketing porgrams. The step-by-step guide above demonstrates how to map out a content marketing plan based on your customer journey and defines ways to improve your content marketing strategy and measure how your content is serving your over-all marketing strategy and the business.
    Graphic displaying the Content Marketing and Management structure.

    Content marketing strategy insights you can use

    Gartner's research, tools and insights help you create a differentiated and adaptable content marketing strategy, execute effective content marketing programs, and accelerate and scale relevant content to deliver business results.

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    Consumers’ time spent on social media has spiked since the dawn of the COVID-19 outbreak by 80%. Discover the key areas of focus to ensure that you give your customers the best possible experience, especially through your content marketing strategy.

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    Enhance your content marketing strategy with social marketing benchmarks

    Social channels are an effective medium to achieve your content marketing strategy goals. Social is no longer a platform for simply raising awareness and consideration. Marketers turn to social marketing for long-term brand health and revenue growth. Use our social media benchmarks report to optimize your content marketing strategy that can impact your brand awareness, demand generation and conversion.

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    CMOs: Time to Be More Customer-Centric

    When building content, it's important to use a customer-first, channel-second strategy to design customer experiences that drive loyalty. Use this research to discover a framework  to create a clear, customer-centric value statement that reflects exactly what your customers expect your brand to deliver and accordingly build your content. 

    Download Research

    Content marketing questions Gartner can help answer

    Some examples of content marketing are:

    • Blogging
    • Video
    • Webinar
    • Articles
    • Infographics
    • White papers
    • eBooks 

    Effective content marketing strategy is audience driven. To create and distribute differentiated content that drives audience awareness and engagement,  you must thoroughly understand the context in which you are competing. This requires a clear understanding not only of what you’re trying to accomplish as a business, but also of what your target audience’s needs and mindset are when and where they engage with your content.

    An effective content marketing strategy can drive engagement across digital touchpoints and impact your business positively. Marketers need to build their content strategy around business goals to align objectives across teams and to create internal efficiencies. Marketers must create their content marketing strategy around three key pillars — creating content, maximizing its impact, and measuring its performance.

    I did not have the resources in-house, or the talent, for the help I needed, and I needed it in a lot of different areas ... I spent a lot of time with Gartner and the experts ... it was really a team, helping me and my leadership team succeed and go to market quickly ... all in all it was a team effort.

    Leslie Doty

    Former CMO, Time Inc.

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