The document outlines the maturity model for content marketing, categorized into four stages: undefined, progressive, mature, and world-class. It examines elements such as budgeting, staff roles, strategy, and tools involved at each stage, emphasizing the importance of defined processes and integration across platforms. Key focus areas include lead generation, content distribution, and the use of analytics for measurement and optimization.

1. Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 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
Leadership
One-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 PLAN
Maturity Model

2. Email
Marketing
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
Lead
Generation
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