Gartner Research

How to Create Content That Succeeds on Social Media

Published: 05 August 2019

ID: G00407770

Analyst(s): Nicole Greene


Marketing leaders struggle to create impactful content across more social channels than ever before to fuel both organic and paid strategies. Use this research to develop a robust, relevant social content pipeline that meets the expectations for quick consumption content driven by mobile consumers.

Table Of Contents
  • Key Challenges



  • Optimize Your High-Performing Assets With Performance Data and Real-Time Feedback
  • Develop an Agile Approach to New Social Content Creation by Establishing Process and Guidelines
    • Know Where Your Brand Stands on Relevant Issues
    • Develop Guardrails to Guide Your New Content Creation
    • Understand Consumer Expectations of Your Brand on Social Media Accounts
    • Take a Test-and-Learn Approach to New Formats and Channels
    • Formalize the Process and Approvers
    • Use a Different Approach With Organic Than With Paid Social Content
    • Ensure Multichannel Content Is Consistent
  • Build a Robust Content Pipeline and Support Always-On Engagement With UGC and Influencer Content

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.