Gartner Research

Develop an Atomic Content Strategy to Access the Power of Dynamic Content Marketing

Published: 23 January 2019

ID: G00378788

Analyst(s): Laurel Erickson

Summary

Marketing leaders see enhanced targeting and content customization as keys to improved performance. Delivering targeted dynamic experiences requires a system of data and technology coupled with a library of content elements. Use this research to define the path to dynamic content experiences.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Develop a Data-Driven Foundation of Content Intelligence
    • Data Sources
    • Logic
    • Persona Signature
    • Journey Context
    • Optimal Message Key
    • A Variety of Technology Platforms Can Support Atomic Content Strategies
  • Create a Library of Dynamic Content Elements
    • Assess Current Dynamic Assets
    • Test and Learn
    • Create the Atomic Library
  • Put Your Atomic Content Strategy Into Motion
    • Dig Into Your Data
    • Prioritize Personas
    • Leverage Your Existing Marketing Stack

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