Gartner Research

Six Elements of a Results-Driven Content Marketing Strategy

Published: 09 May 2017

ID: G00320964

Analyst(s): Kirsten Newbold-Knipp


Fewer than half of marketing leaders responsible for content marketing deem their programs effective. Lack of a clear strategy tied to business objectives leaves programs floundering. Use these six elements to focus your content marketing efforts to gain buy-in and deliver results.

Table Of Contents
  • Key Challenges



  • Build Your Content Marketing Strategy With Clear Goals
  • Define Six Elements of Your Content Marketing Strategy
    • Goals
    • Objectives
    • Storylines
    • Personas
    • Journey Stages
    • Estimated Budget and ROI
  • Prioritize Personas, Journey Stages and Storylines to Build ROI Estimates
    • Estimating Content Sourcing Costs
    • Estimating Content Promotion Costs
    • Estimating Overhead Costs
    • Estimating Tools and Technology Costs
    • Setting ROI Expectations

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