Gartner Research

Creating a B2B Content Marketing Strategy That Pays

Published: 13 March 2019

ID: G00707931

Analyst(s): Marketing Research Team


In an increasingly complex buying environment, B2B marketing leaders struggle to connect content marketing to business outcomes. This research provides a framework for prioritizing the types of content marketing with the greatest commercial potential.

Table Of Contents

The State of Content Marketing

Customer Buying Behavior and Use of Content

Building a B2B Content Strategy

Disruptive Content

Buyer Enablement Content

Buyer Enablement for Consensus

Creating a Commercially Viable Content Strategy

Aligning Content to Customer Needs: iCIMS



About This Research

Recommended by the Authors

Presentation Deck


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