1.
Approach
Process
Organization
Culture
Content
Management
Distribution
Best Practices
& Governance
Content
Analytics
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Publish or Perish Strategic Roadmap Well-oiled Machine Sales Enablement
Create and push
content frenetically
and randomly
Tactical content
production
Traditional Marcom
structure
Wild, wild west
Decentralized
systems and
multiple structures
Owned
Ad hoc roles and
processes
Web traffic and
activity stats
Alignment of
content roadmap to
buying center
Content mapped to
purchase path with defined
processes for who, what,
when, where, why
Editorial
Boards
Customer-centric
Federated
taxonomy
Extended
ecosystem: earned,
owned, shared, paid
Defined processes: Persona,
topic modeling, content journeys,
audits, drive-to approach and
evidence-based action plans
Tracking
performance against
decision journey
Personalize content
to behaviors and
patterns
Content curated for
individual or
company
Chief Content
Officer and
publishing structure
Customer
obsession
CRM integration
Topic and
personalized hubs
COE
Behaviors and
predictive modeling
Drive-to conversion
assets and
eCommerce
Content automation
at scale
Integration of content
org with sales,
marketing and
technology
Customer
LTV
eCommerce
integration
Dynamic content
distribution at point
of sale
Cross-functional sales
and marketing
integration
Sales-ready leads
and conversions
Content Maturity
Model