What Is Content Maturity Model and How to Get to the Next Level?
Creating content is essential for any business to strive in today’s content-driven, marketing world. But where does your brand stand on the maturity model? From blog posts to monetization, the maturity model helps you identify where you stand. And from are what you can do to continue rising to the top.
In today’s world, content reigns supreme. Not only in retail, all types of companies have now shifted a focus to content creation. Hoping to produce the next big thing, the ultimate goal is to generate more business. Unfortunately, many organizations do not know how to improve their marketing strategy. Following the content marketing maturity model helps businesses establish where they are. From there they can learn where they need to go.
A Maturity Model Provides
- Insights on a company’s content marketing plan
- Optimization strategy for better content
To capitalize on a maturity model, a company must first realize where they fall on the model itself. Then, they can figure out what must be done to improve. The model outlines stages of progress in content marketing. Through this, the model provides insight into what practices should be used to evolve. This helps businesses create better content with higher longevity value.
- Brand focused
- Minimal content
In the beginner stage, companies need to identify what isn’t working. Material is often focused on the brand, and not distributed in many channels.
Many, if not most companies fall in the beginner category in the model. The error is in believing an occasional industry-related post is enough.
The fact is, sporadic content on your business blog isn’t enough for success. Content must be optimized specifically for your audience to reach its greatest potential. The proper channels must also be considered for the most powerful reach.
If your business is in the beginner stage, it’s time to evolve from being reactive to proactive. You may be currently struggling with a lack of process and taking actions on an ad-hoc basis. It’s time to move forward. Plan a strategy for improved content and let the experimentation begin.
If you’re lacking time to produce original content, start by curating others’ content. That will increase your brand awareness and help grow your social media audience. DreamGrow has put together a content curation kit to get you started.
- SEO focused content
- Establishing social media presence
In the transitional stage, a maturity model the potential optimized content can provide. Stronger efforts to pursue content with meaning become a priority. Consider seeking an agency for creative copywriting services that focus on search engine optimization. Companies that wish to improve their SEO will see benefits in the following areas:
- Brand awareness
- Trusted relationship with customers
- Lasting search results
In this stage, companies strive for more substance. Maximize that reach by making all content optimized for search engines. Begin the keyword selection process. Map those keywords and embed them in the website content. Awareness of the value of sharing content across many platforms is born. An occasional post on Facebook is not enough. It’s time to create a social media footprint that not only engages, but also creates growth over time. By reposting relevant material, the brand can get the most out of existing content. Focus new content on meeting the consumer’s needs.
In the transitional phase, use the social media bomb as a guide. It will help you diversify your content strategy and make your content spread far and wide:
Good news, if you’re in the transitional stage, you’re already on the path to success. Experiment with strategies and establish processes. Identify roles for team members that allow them to reach their maximum potential. Start coordinating the most relevant channels and establish initial visibility across the web.
- User focused content
- Cutting-edge creations
- Strong presence on social media
The brand has now learned not to let rigorous optimization define the materials created. Instead. they are experimenting. They leverage analytic information to determine what worked and what could be improved. They have a deep undertstanding of their audience. So, content is generated more organically, and consumers feel the information is tailored for them.
Content being created in this stage is evolved from the past two stages. Hybrid content re-affirms the brand’s voice while also creating value for its readers. Use video marketing to leverage emotion and create a sense of passion. Incorporate storytelling that provides entertainment, information and even empowerment. Once you’ve established your perfect customer and you’re on top of the content marketing trends, you can create truly innovative content.
If you’re still struggling to move from the transitional phase, analyse what kind of content is producing the best results. The innovative stage is all about establishing what outputs are delivering the best outcomes. At this stage productivity should be at its peak, with the entire team engaged and on track for success.
In order to improvise you must learn the notes first. So for create innovative content, you need a standardised content marketing strategy that is aligned with your overall business goals. Here’s an example:
Your perfect content strategy starts with a marketing plan and ends with forecasting content behavior. That’s the process to innovation.
- Massive brand awareness
At the end of every content marketing plan is monetization. Content must generate new business leads to be profitable. With monetization, content will now earn new revenue as well. This is the most challenging stage to reach. Content should be working for you, allowing you to reap the benefits.
Here are a few tips to get to the expert stage. Start optimizing your content for leads and revenue, not only for brand awareness. Start a feedback loop to get valuable information straight from your target consumer. Create content for known success with a streamlined, optimized process built for results. Once you’ve made it, start scaling to new channels to continue the growing process.
During the Expert Stage, publish content on a wide variety of mediums. Become a leader in your industry with innovative content. Mitchell Levy has put together four stages to becoming a thought leader:
First, increase awareness to reach your target audience. Then engage with them in events and through great content. Thirdly, create one-to-one relationships where you directly interact with individuals and help solve their problems. And as a result, you should get brand advocates who give you good reviews, endorsements and referrals to others.
No matter your business’s current stage, never stop striving to be better. The maturity model helps businesses understand next steps for maximum growth. Understand what has worked in the past, make sense of the present, and try to predict the future.
There is no point in creating content to create. Instead, goals must be drawn out and met. Every content marketing plan can benefit from content that provides engagement and monetization. Success comes in stages, and following this maturity model can help you get there.
BIO Kristina Petrick is Content Strategist of Aumcore, a digital marketing agency based in New York. Aumcore specializes in helping startups and larger companies with search engine optimization, pay-per-click, social media, and various other marketing strategies.
Photo Credit: Visual Hunt