Content Marketing Maturity Model

1. CONTENT MARKETING Maturity Model STAGE 4- World-Class STAGE 3 -Mature STAGE 2 - Progressive STAGE1 - Undefined Content Marketing Defined, integrated strategy for Content Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Defined, integrated strategy and processes exist for Content Marketing across the Enterprise Defined strategy and processes exist for Content Marketing in uncoordinated pockets No defined strategy or process for Content Marketing Orientation Views content as primary lead gen tool; Supports and resources for rich content, cross-channel marketing and content marketing apps Long term commitment to rich content; Integrated platforms for WCM and CMS/ CDS; Internal staff and resources Sees need for rich content; Experi- menting, testing & evaluating apps & tools; Uses outsourced agency One-dimensional view of Content Marketing as Web and Email Marketing Leadership Budget connected to marketing goals; Aligned maximum Digital Marketing impact; Budget spend for content more than 50% Budget with business case to justify spend; Dedicated marketing roles for Content Marketing; Budget spend for content up to 50% Budget allocated; Defined roles and responsibilities for Content Marketing; Budget spend is 25% or more for content Budgets for web & email marketing; Staff is contracted or coordinator role; Budget spend for content is 15% or less Budget & Staff Complete, end-to-end system integra- tion of WCM and CMS/CDS platforms with tight integration to Enterprise CRM, MA and other legacy ERP systems Platforms connected to each (i.e. WCM to CMS/CDS to Social Listening API integra- tion to Enterprise CRM and MA systems) Platforms that perform specific func- tions with coordinated tools, apps and workflows Ad hoc development; Point tools for email, content & social media; No mobile or video apps Tools & Platforms

2. CONTENT MARKETING PLAN Maturity Model Content Marketing STAGE1 - Undefined STAGE 2 - Progressive STAGE 3 -Mature STAGE 4- World-Class Personalized & localized content; Delivery to all devices in real-time through custom content and marketing apps; Native mobile optimized Convergence of content, social and mobile content to drive leads from web, marketing campaigns and events Offers rich media content, social networks, blogs, Wikis (Web 2.0), etc.; Growing subscriber lists for Email Marketing Relies on website, landing pages with limited content targeting; Company profiles on social networks; Posting is sporadic Lead Generation Email Marketing integrated with CMS system from content list to order entry; Enables list segmentation & lead nurturing activities; Enterprise integra- tion with CRM, MA, etc. Advances use of email for online events, feedback & surveys; Uses landing pages, auto-responders, Facebook promo- tions, coupons & social sharing; Mobile campaign design & delivery Has regular Email Marketing campaign with newsletters, drip system for eads, list management and growth programs in place Relies on no/low cost Email Marketing platform with pre-designed templates for newsletter and/or email promos Email Marketing Focused on content strategy, organiza- tion of high volumes of content, auto- mated workflows, one-click distribution & aggregated metrics Enterprise-level CMS/CDS with multi- channel, multi-product needs; Focused on recommendation and amplification of relevant, personalized content Content Marketing for sales, marketing, blogs, web traffic and social channels with usage and response tracking Generates and publishes content for marketing, social sharing and/or adver- tising sporadically Cross-Channel Marketing Enterprise–wide dashboard with content scoring, user acquisition and engagement by behavior, experience, brand reach, etc. Dashboard monitors content usage & conversion; Tracks opens, clicks, forwards, registers, purchases, redeemed offers, etc. Analytics to monitor & track content usage & response (content views, social share, links earned, etc.) Metrics No formal measurements in place Want to rate your organization’s Content Marketing maturity with an interactive tool? Download our Content Marketing Maturity Assessment and get started today! V I E W R E S O U R C E