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Approach

Process

Organization

Culture

Content Management

Distribution

Best Practices & Governance

Content Analytics

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

CustomerLTV

eCommerce integration

Dynamic content distribution at point

of sale

Cross-functional sales and marketing

integration

Sales-ready leads and conversions

Content Maturity Model