Our Content Marketing Maturity Model is designed to help organizations improve their content marketing capabilities by providing a defined road-map. The model provides 4 stages of organizational maturity, which are: - Undefined - Progressive - Mature - World-Class Additionally, it evaluates 8 components of Content Marketing, as follows: - Orientation - Leadership - Budget & Staff - Tools & Platforms - Lead Generation - Email Marketing - Cross-Channel Marketing - Metrics To obtain this document, visit us at http://www.demandmetric.com/register

1. Content
Marketing
Stage 1:
Undefined
Stage 2:
Progressive
Stage 3:
Mature
Stage 4:
World-Class
Orientation
No defined strategy or
process for Content
Marketing
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
Leadership
One-dimensional view of
Content Marketing as Web
and Email Marketing
Sees need for rich content;
Experimenting, 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
Budget & Staff
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%
Tools &
Platforms
Ad hoc development; Point
tools for email, content &
social media; No mobile or
video apps
Platforms that perform
specific functions with
coordinated tools, apps
and workflows
Platforms connected to
each (i.e. WCM to
CMS/CDS to Social
Listening API integration to
Enterprise CRM and MA
systems)
Complete, end-to-end
system integration of WCM
and CMS/CDS platforms
with tight integration to
Enterprise CRM, MA and
other legacy ERP systems
Lead
Generation
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
Personalized & localized
content; Delivery to all
devices in real-time
through custom content
and marketing apps;
Native mobile optimized
Email
Marketing
Relies on no/low cost
Email Marketing platform
with pre-designed
templates for newsletter
and/or email promos
Has regular Email
Marketing campaign with
newsletters, drip system
for leads, list management
and growth programs in
place
Advances use of email for
online events, feedback &
surveys; Uses landing
pages, auto-responders,
Facebook promotions,
coupons & social sharing;
Mobile campaign design &
delivery
Email Marketing integrated
with CMS system from
content list to order entry;
Enables list segmentation
& lead nurturing activities;
Enterprise integration with
CRM, MA, etc.
Cross-Channel
Marketing
Generates and publishes
content for marketing,
social sharing and/or
advertising sporadically
Content Marketing for
sales, marketing, blogs,
web traffic and social
channels with usage and
response tracking
Enterprise-level CMS/CDS
with multi-channel, multi-
product needs; Focused
on recommendation and
amplification of relevant,
personalized content
Focused on content
strategy, organization of
high volumes of content,
automated workflows,
one-click distribution &
aggregated metrics
Metrics
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 Maturity Model