Gartner Research

Content Marketing Comes of Age

Published: 12 March 2015

ID: G00271566

Analyst(s): Kirsten Newbold-Knipp , Jake Sorofman

Summary

For many marketing leaders, the exuberance around content marketing has given way to a more pragmatic, outcome-oriented view. Here's how content marketers' efforts are maturing from experimental to operational — and how marketing leaders can do the same.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Define Measurable Goals and Close the Loop on Content Marketing Performance
    • Understanding the Differences Between B2C and B2B Content Marketers
    • Close the Loop on Performance
    • How to Get Started
  • Live by Personas and Journey Maps to Illuminate Audiences and Their Needs
    • How to Get Started
  • Bring Content to Life With Interactive Content Elements
    • How to Get Started
  • Apply Paid Media Techniques to Prime the Pump
    • How to Get Started

Case Study

  • Seagate Proves That Age Has Little to Do With Content Marketing Maturity

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