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Saturday, January 28, 2023

How to Assess Your Content Maturity (Plus Maturity Map Template)


It’s onerous to imagine that it’s been 14 years since Seth Godin mentioned, “Content advertising and marketing is all of the advertising and marketing left.” While some B2B corporations are nicely on their method to constructing mature content material advertising and marketing practices, the pandemic discovered others on their backfoot after they might now not depend on in-person occasions for gross sales. 

The Content Marketing Institute and Marketing Profs discovered that 43% of entrepreneurs acquainted with firm spending say their 2021 content material advertising and marketing budgets have been increased. And two-thirds of this group (66%) count on will increase within the 2022 funds. Among the funding areas in 2022, video, occasions (hybrid, digital, in-person), and owned-media property topped the areas of spending.

If you’re contemplating the place you’re even going to begin, it’s time to assess the place you might be utilizing a Content Marketing Maturity Map

What is a Content Marketing Maturity Map?

Before our strategists start creating or refining a content material advertising and marketing plan for our B2B purchasers, we sometimes begin by analyzing the crew’s work utilizing a repeatable assemble that we name a Content Marketing Maturity Map.

We have plotted out 5 phases of maturity towards the perfect state for B2B corporations. We have indicated the situations, circumstances, options, and initiatives that must be current at that step within the continuum. Based on present-day realities, we then plot the place the consumer at the moment lies and do the identical for the aggressive set. 

How Can I Gauge the Maturity of Our Brand’s Content?

Look no additional. We’ve accomplished the leg work and I’m offering you with the B2B Content Marketing Maturity Scorecard as of May 2022. We are frequently making updates to this doc because the goalposts shift. 

Use this rubric to assess your program towards key opponents and even business leaders. It is supposed to be an goal rating and highlights areas in your apply that may broaden. Keep in thoughts that some inputs will not be related to what you are promoting. Remove these as you rating, however be certain that you’ve thought by means of the entire use circumstances earlier than doing so.

Tips for Using the Convince & Convert Content Maturity Assessment

Here are another ideas to utilizing the rubric:

  1. Be trustworthy – Giving your self factors for half-baked work gained’t get you anyplace. This is supposed to present a roadmap for transferring ahead and your place to begin ought to precisely replicate the place you might be.
  2. Internal vs. exterior inputs – Some inputs will be noticed throughout opponents and a few inputs which are extra process-driven can’t be noticed. Use the exterior inputs to rating your self towards the opponents and the interior inputs as an extra layer of the methods and techniques to contemplate as focus areas in your roadmap.
  3. Schedule a re-assessment – Typically, we do that each six months to a 12 months for our purchasers to see how we’re making progress and the updates we must always make due to panorama modifications. 

Want to give it a shot? Check out the template right here.

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