Gartner Research

4 Steps to a Results-Driven Content Marketing Strategy

Published: 27 February 2019

ID: G00378010

Analyst(s): Laurel Erickson


Effective content marketing starts with a clear strategy. Nearly two-thirds of the most successful marketing leaders have a documented content strategy versus only 14% of the least successful. Use this research to develop a content marketing strategy that ties content efforts to business results.

Table Of Contents
  • Key Challenges



  • Ground Your Approach in Customer and Market Insights
    • Customer Research
    • Culture Research
    • Competitor Research
    • Company Research
  • Build Your Strategy Around Business Drivers and Customer Needs
    • A Detailed Example
    • What Is the Role of Content Objectives?
  • Focus Success Metrics on Business Impact
    • Defining Content Marketing KPIs
  • Document Your Content Marketing Strategy
    • Combine Elements Based on Your Audience

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