Gartner Research

Use Cases to Refine Your B2B and B2C Content Marketing

Published: 29 September 2016

ID: G00310697

Analyst(s): Kirsten Newbold-Knipp

Summary

Many content marketing programs suffer from lack of focus, clear goals and prioritized tactics. Marketing leaders should set their baseline strategy, prioritizing the right personas, journeys and use cases to progress beyond Level 1 or Level 2 content marketing maturity.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Prioritize Personas and Customer Journey Stages, Define a Shortlist of Success Metrics, and Ensure Executive Buy-In and Stakeholder Communication
  • Study Use Cases Across Industries, and Apply Insights to Shape Your Content Marketing Strategy and Tactics
    • Awareness: Launch New Product or Enter New Market
    • Interest: Education, Thought Leadership, Position of Differentiation
    • Conversion — Use Case No. 1: Improve Conversion of Existing Traffic to Contacts
    • Conversion — Use Case No. 2: Drive Efficiency in Sales Pipeline
    • Advocacy: Increase Customer Retention and Willingness to Recommend
    • What to Do Next:

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