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Five Stages of Content
Marketing Journey
Sep 15, 2014
MWG/
Content Marketing share of total marketing
budgets at most companies
30%
2
3
Content Marketing share of total marketing
budgets at more successful companies
39%
4
One question has become urgent: how can
content marketing be done more effectively?
?
5
Knowing where you are in this evolution is
the key to creating content marketing
programs that deliver
ROI
6
321
In our experience, we’ve found companies
pass through five distinct stages of evolution.
54Reactive Repeatable Manage...
Stage 1 Reactive
8
Companies begin with some content
experiments for marketing. Typically,
sales or marketing team comes
across a competito...
9
Their efforts at this stage are however sporadic.
10
Marketing is mostly very own brand-centric.
brand
marketing
audience
Stage 2 Repeatable
12
As their experiments start producing some
results, teams realize content marketing
actually works!
13
The first serious ramp up begins – a small
team with some basic processes are set up.
Content volume increases suddenly,...
14
Quality often takes a hit at this stage as the
need for more sophisticated content is felt
– video graphics, interactiv...
Stage 3 Managed
16
Companies start working with content
marketing firms. Working with the vendor
helps companies acquire best practices,
an...
17
Quality becomes an explicit goal.
18
Success is about increasing engagement -
time spent, shares, and social interactions.
This is the beginning of the cont...
Stage 4 Optimized
20
Customer experience and acquisition is
at the center of everything that is done.
Conversions, or leads, become the key
...
21
Content marketing gets integrated with the
rest of marketing.
22
Companies begin to reap the rewards
of their efforts as tools for content
management and distribution are
deployed, proc...
Stage 5 Scale
Companies now eye the marketing goal:
Brand 

Leadership
25
Content marketing becomes omni-channel.
Companies aim for leadership in defining
customer experiences and managing
custo...
26
Content marketing operations get
centralized—and goes global.
Content marketing programs are now
assessed for business results. In this most
mature form, content marketing becomes
ROI-...
When you know where you are in your
content marketing journey, you can make
content synonymous with ROI.
321 54Reactive Re...
To download a 12-point content marketing
maturity checklist, visit bit.ly/MWGchecklist
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Five Stages of Content Marketing Journey

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Identify where you are in your content marketing journey to get the most out of your content efforts

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Five Stages of Content Marketing Journey

  1. 1. Five Stages of Content Marketing Journey Sep 15, 2014 MWG/
  2. 2. Content Marketing share of total marketing budgets at most companies 30% 2
  3. 3. 3 Content Marketing share of total marketing budgets at more successful companies 39%
  4. 4. 4 One question has become urgent: how can content marketing be done more effectively? ?
  5. 5. 5 Knowing where you are in this evolution is the key to creating content marketing programs that deliver ROI
  6. 6. 6 321 In our experience, we’ve found companies pass through five distinct stages of evolution. 54Reactive Repeatable Managed Optimized Scale
  7. 7. Stage 1 Reactive
  8. 8. 8 Companies begin with some content experiments for marketing. Typically, sales or marketing team comes across a competitor using content marketing powerfully.
  9. 9. 9 Their efforts at this stage are however sporadic.
  10. 10. 10 Marketing is mostly very own brand-centric. brand marketing audience
  11. 11. Stage 2 Repeatable
  12. 12. 12 As their experiments start producing some results, teams realize content marketing actually works!
  13. 13. 13 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.
  14. 14. 14 Quality often takes a hit at this stage as the need for more sophisticated content is felt – video graphics, interactive presentations, infographics, etc. !! !!
  15. 15. Stage 3 Managed
  16. 16. 16 Companies start working with content marketing firms. Working with the vendor helps companies acquire best practices, and refine processes.
  17. 17. 17 Quality becomes an explicit goal.
  18. 18. 18 Success is about increasing engagement - time spent, shares, and social interactions. This is the beginning of the content marketing maturity phase. !
  19. 19. Stage 4 Optimized
  20. 20. 20 Customer experience and acquisition is at the center of everything that is done. Conversions, or leads, become the key program goal.
  21. 21. 21 Content marketing gets integrated with the rest of marketing.
  22. 22. 22 Companies begin to reap the rewards of their efforts as tools for content management and distribution are deployed, processes and workflows get standardized.
  23. 23. Stage 5 Scale
  24. 24. Companies now eye the marketing goal: Brand 
 Leadership
  25. 25. 25 Content marketing becomes omni-channel. Companies aim for leadership in defining customer experiences and managing customer lifecycle.
  26. 26. 26 Content marketing operations get centralized—and goes global.
  27. 27. Content marketing programs are now assessed for business results. In this most mature form, content marketing becomes ROI-driven.
  28. 28. When you know where you are in your content marketing journey, you can make content synonymous with ROI. 321 54Reactive Repetitive Managed Optimized Scale
  29. 29. To download a 12-point content marketing maturity checklist, visit bit.ly/MWGchecklist

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