Gartner Research

Move Over Big Data, Here Comes Big Content

Published: 14 July 2015

ID: G00275942

Analyst(s): Jake Sorofman

Summary

At the intersection of big data's science and content marketing's art is a new opportunity for digital marketers to reach and engage audiences like never before. This research points to the coming age of big content in digital marketing.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Many options exist for digital marketers to create and curate content, but, above all, big content depends on content assets that are relevant and resonate with target audiences
  • Precision targeting and orchestration tools have emerged to help digital marketers deliver authentic and personalized content experiences across multiple channels
  • Content serves as the foundation for social, search and multichannel engagement, requiring digital marketers to stay on top of changes in how their content is discovered and shared

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