five stages of content marketing journey
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Knowing where you are in this evolution is the key to creating content marketing programs that deliver
ROI
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In our experience, we’ve found companies pass through five distinct stages of evolution.
54Reactive Repeatable Managed Optimized Scale
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Companies begin with some content experiments for marketing. Typically, sales or marketing team comes across a competitor using content marketing powerfully.
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As their experiments start producing some results, teams realize content marketing actually works!
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The first serious ramp up begins – a small team with some basic processes are set up. Content volume increases suddenly, mostly through repurposing existing collaterals.
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Quality often takes a hit at this stage as the need for more sophisticated content is felt – video graphics, interactive presentations, infographics, etc.
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Companies start working with content marketing firms. Working with the vendor helps companies acquire best practices, and refine processes.
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Success is about increasing engagement - time spent, shares, and social interactions. This is the beginning of the content marketing maturity phase. !
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Customer experience and acquisition is at the center of everything that is done. Conversions, or leads, become the key program goal.
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Companies begin to reap the rewards of their efforts as tools for content management and distribution are deployed, processes and workflows get standardized.
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Content marketing becomes omni-channel. Companies aim for leadership in defining customer experiences and managing customer lifecycle.
Content marketing programs are now assessed for business results. In this most mature form, content marketing becomes ROI-driven.
When you know where you are in your content marketing journey, you can make content synonymous with ROI.
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To download a 12-point content marketing maturity checklist, visit bit.ly/MWGchecklist