Gartner Research

Going Atomic — Develop Dynamic, Relevant Content to Better Meet Customers' Expectations

Published: 16 May 2017

ID: G00320170

Analyst(s): Christopher Ross


Marketing leaders must deliver more effective, relevant content to meet customers' increasing demands for customized experiences. Use this research to develop dynamic, "atomic content."

Table Of Contents
  • Key Challenges



  • Create Well-Defined Objectives to Drive Optimal Use of Resources
  • Assess Customer Context to Guide Optimal Content
    • Unifying Customer Data
  • Prioritize Audiences for Focused Application of Resources
  • Evaluate Resources Prior to Content Production
  • Move to Action — Begin Implementation

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.