Orientation

STAGE 1 - UndefinedSTAGE 2 - Progressive

STAGE 3 - MatureSTAGE 4 - World-Class

Budget & Staff

No defined strategy or process for Content Marketing

Budgets for web & email marketing; Staff is contracted or coordinator role; Budget spend for content is 15% or less

Budget allocated; Defined roles and responsibilities for Content Marketing; Budget spend is 25% or more for content

Budget with business case to justify spend; Dedicated marketing roles for Content Marketing; Budget spend for content up to 50%

Budget connected to marketing goals; Aligned maximum Digital Marketing impact; Budget spend for content more than 50%

Defined strategy and processes exist for Content Marketing in uncoordinated pockets

Defined, integrated strategy and processes exist for Content Marketing across the Enterprise

Defined, integrated strategy for Content Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact

LeadershipOne-dimensional view of Content Marketing as Web and Email Marketing

Sees need for rich content; Experi-menting, testing & evaluating apps & tools; Uses outsourced agency

Long term commitment to rich content; Integrated platforms for WCM and CMS/CDS; Internal staff and resources

Views content as primary lead gen tool; Supports and resources for rich content, cross-channel marketing and content marketing apps

Tools &Platforms

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

Ad hoc development; Point tools for email, content & social media; No mobile or video apps

Platforms that perform specific func-tions with coordinated tools, apps and workflows

Platforms connected to each (i.e. WCM to CMS/CDS to Social Listening API integra-tion to Enterprise CRM and MA systems)

Content Marketing

CONTENT MARKETING Maturity Model

EmailMarketing

Cross-Channel Marketing

Metrics

Generates and publishes content for marketing, social sharing and/or adver-tising sporadically

Relies on no/low cost Email Marketing platform with pre-designed templates for newsletter and/or email promos

No formal measurements in place

Analytics to monitor & track content usage & response (content views, social share, links earned, etc.)

Dashboard monitors content usage & conversion; Tracks opens, clicks, forwards, registers, purchases, redeemed offers, etc.

Enterprise–wide dashboard with content scoring, user acquisition and engagement by behavior, experience, brand reach, etc.

Content Marketing for sales, marketing, blogs, web traffic and social channels with usage and response tracking

Has regular Email Marketing campaign with newsletters, drip system for eads, list management and growth programs in place

Enterprise-level CMS/CDS with multi-channel, multi-product needs; Focused on recommendation and amplification of relevant, personalized content

Advances use of email for online events, feedback & surveys; Uses landing pages, auto-responders, Facebook promo-tions, coupons & social sharing; Mobile campaign design & delivery

Focused on content strategy, organiza-tion of high volumes of content, auto-mated workflows, one-click distribution & aggregated metrics

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.

Content Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

LeadGeneration

Personalized & localized content; Delivery to all devices in real-time through custom content and marketing apps; Native mobile optimized

Relies on website, landing pages with limited content targeting; Company profiles on social networks; Posting is sporadic

Offers rich media content, social networks, blogs, Wikis (Web 2.0), etc.; Growing subscriber lists for Email Marketing

Convergence of content, social and mobile content to drive leads from web, marketing campaigns and events

CONTENT MARKETING PLAN Maturity Model

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