Gartner Research

How to Measure and Prove the Business Value of Your Content Marketing Program

Published: 28 February 2014

ID: G00259628

Analyst(s): Jake Sorofman, Martin Kihn

Summary

Surging interest in content marketing raises the inevitable question of ROI. The answer? It requires a long-term commitment to yield returns, but the path to ROI should include a comprehensive metrics program. This research shows content marketers how to pave the way forward.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Set Expectations That the Level of Measurement Precision Depends on a Number of Factors and Results May Take Time to Accrue
  • Align Your Strategy to Well-Defined Business Goals, Target Personas and Phases on the Customers' Path to Purchase
  • Align Business Goals to Discrete Metrics and Create Measurement Linkages
  • Invest in Analytics and Attribution Modeling to Tune the Fidelity of Performance Signals
  • Conclusion

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