Gartner Research

Getting Started With Content Marketing Measurement — Quantify Eyeballs, Engagement and Impact

Published: 25 July 2019

ID: G00378390

Analyst(s): Christopher Ross

Summary

Marketing leaders invest significant resources in content marketing and yet continue to struggle with measurement of content performance. This document highlights the core content marketing measurement areas enabling marketing leaders to get started with their measurement approach.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Funnel as Foundation
    • Is Your Content Being Found and Seen?
    • Is Your Content Engaging?
    • Is Your Content Driving Action?
    • Are You Measuring the Shareability of Your Content?
  • Find Your Best Story
    • Find Your Best Story Execution
  • Determine the Optimal Content Type for Your Story
  • Connect Content to Business Impact
  • Use the Right Measurement Resources
  • Commit to Experimentation and Manage Expectations
  • What to Do Next

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