Gartner Research

How to Evaluate the Business Value of Content Marketing in the Post-Text Era

Published: 25 May 2018

ID: G00347230

Analyst(s): Stephen R. Wellman

Summary

As digital audiences flock to voice and visual engagements, text loses primacy in the content marketing pecking order. To stay competitive, marketing leaders must develop and deliver branded content that meets new customer preferences for voice, image, audio, video and mixed reality experiences.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Assess the Marketing and Business Value of NonText Content Marketing Formats
    • Audit Your Current Content to Inform Testing Opportunities
    • Evaluate the Business Value of Nontext Content Marketing Opportunities
  • Identify and Prioritize Nontext Content to Test at Key Customer Touchpoints
    • Socialize Your Findings to Gain Key Stakeholder Support
    • Designate a Team to Lead Experimentation
  • Use a Micronarrative Design Model to Test Nontext Formats
    • Pilot and Measure Your Efforts

Gartner Recommended Reading

©2019 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