Gartner Research

Use Cases to Refine Your B2B and B2C Content Marketing

Published: 29 September 2016

ID: G00310697

Analyst(s): Kirsten Newbold-Knipp


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



  • 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:

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.