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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
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%
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