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CONTENT MARKETING

Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Content STAGE 1 - Undefined
Defined, integrated strategy for
Marketing Content Marketing exists across the
Defined, integrated strategy and
Enterprise; Campaigns are tracked &
Defined strategy and processes exist processes exist for Content Marketing
measured by level of engagement &
No defined strategy or process for for Content Marketing in uncoordinated across the Enterprise
revenue impact
Orientation Content Marketing pockets

Views content as primary lead-gen


Sees need for rich content; Experi- Long-term commitment to rich content;
One-dimensional view of Content tool; Supports and resources for rich
Leadership Marketing as Web and Email Marketing
menting, testing & evaluating apps & Integrated platforms for WCM and CMS/
content, cross-channel marketing and
tools; Uses outsourced agency CDS; Internal staff and resources
content marketing apps

Budget allocated; Defined roles and Budget with business case to justify Budget connected to marketing goals;
Budgets for web & email marketing; Staff
Budget & responsibilities for Content Marketing; spend; Dedicated marketing roles for Aligned maximum Digital Marketing
is contracted or coordinator role; Budget
Staff spend for content is 15% or less
Budget spend is 25% or more for Content Marketing; Budget spend for impact; Budget spend for content more
content content up to 50% than 50%

Complete, end-to-end system


Platforms connected to each
Ad hoc development; Point tools for Platforms that perform specific integration of WCM and CMS/CDS
Tools & email, content & social media;
(i.e. WCM to CMS/CDS to Social
functions with coordinated tools, apps platforms with tight integration to
Platforms No mobile or video apps and workflows
Listening API integration to
Enterprise CRM, MA and other legacy
Enterprise CRM and MA systems)
ERP systems
CONTENT MARKETING
Maturity Model
Content
Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Relies on website, landing pages with Offers rich media content, social Personalized & localized content;
Convergence of content, social and
Lead limited content targeting; Company networks, blogs, Wikis (Web 2.0), etc.; Delivery to all devices in real-time
mobile content to drive leads from web,
Generation profiles on social networks; Posting is Growing subscriber lists for Email
marketing campaigns and events
through custom content and marketing
sporadic Marketing apps; Native mobile optimized

Email Marketing integrated


Advances use of email for online events,
Relies on no/low cost Email Marketing Has regular Email Marketing campaign with CMS system from content
feedback & surveys; Uses landing pages,
Email platform with pre-designed templates with newsletters, drip system for eads,
auto-responders, Facebook promotions,
list to order entry; Enables list
Marketing for newsletter and/or email promos list management and growth programs
coupons & social sharing; Mobile
segmentation & lead-
in place nurturing activities; Enterprise
campaign design & delivery
integration with CRM, MA, etc.

Focused on content strategy,


Content Marketing for sales, marketing, Enterprise-level CMS/CDS with multi-
Generates and publishes content organization of high volumes of
Cross-Channel blogs, web traffic and social channels channel, multi-product needs; Focused
for marketing, social sharing and/or content, automated workflows,
Marketing with usage and response tracking on recommendation and amplification of
advertising sporadically one-click distribution &
relevant, personalized content
aggregated metrics

Dashboard monitors content usage Enterprise–wide dashboard with


Analytics to monitor & track content
& conversion; Tracks opens, clicks, content scoring, user acquisition and
Metrics No formal measurements in place usage & response (content views,
forwards, registers, purchases, engagement by behavior, experience,
social share, links earned, etc.)
redeemed offers, etc. brand reach, etc.

Want to rate your organization’s Content Marketing maturity


with an interactive tool? Download our Content Marketing VIEW RESOURCE
Assessment and get started today!

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