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


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



  • 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

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