Gartner Research

3 Steps to Measure the Value of Content Marketing

Published: 12 December 2017

ID: G00320963

Analyst(s): Anna Maria Virzi , Lizzy Foo Kune

Summary

Marketing leaders need to demonstrate the value of content marketing programs, but many don't know where to begin. Use the process detailed in this research to measure your content marketing program and establish the value it brings to your business.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Step 1: Map Content to the Customer Journey
  • Step 2: Identify the Response You Hope to Elicit in Customers and Prospects
    • Measuring Action
    • Measuring Engagement
    • Measuring Perception
  • Step 3: Communicate Business Value in the Form of KPIs That Align to Your Organization's Strategic Business Goals

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