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5 Ways to Level Up Your Content Marketing Maturity

February 21, 2017

By Caitlin Burgess

Large or small. Growing or dwindling resources. New or experienced in the content marketing realm. Every organization is at a different stage in their content marketing maturity, looking for innovative and even practical ways to bring their efforts to the next level.

But as the old adage goes, you have to walk before you run—and that couldn’t be more true when it comes to growing your content marketing maturity.

Simply put. In order to grow your content marketing maturity, you have to understand where you’re at and create a strategy to get to the next step.

Using TopRank Marketing’s own content marketing maturity model—developed by CEO Lee Odden—below we offer insights to help you determine your current level of maturity, as well as tips to help you move on to the next.

#1 – Statis

Stasis is the ground-level of our content marketing maturity model, with marketers focused on maintaining the status quo.

If your organization is at this stage, the content you’re creating is likely necessary or required, and brand-centric. In addition, you’re probably light on resources, so while you may be doing a little experimentation with SEO, blogging or social media, there may not be much cohesion or commitment.

Tip for Leveling Up: Identify key challenges such as department silos or lack of defined processes and resources to get a clear picture of where you’re at and the issues that need to be addressed. Use what you’ve uncovered to reasonably identify and allocate resources, set goals and get your first strategy in place.

#2- Production

If your organization is in the Production stage, you’ve realized that content is a gateway for backlinks, social shares and increased search visibility. As a result, you’re likely focused on creating “more” content that’s guided by an SEO strategy.

At this stage, you probably have some solid, dedicated resources and tools to help generate ideas, and manage, promote and measure results. And—if you’ve done your keyword research—you’ve probably seen some early successes in widening your web footprint, but inquiries may not be rolling in.

Tip for Leveling Up: Craft a content plan that allows you to combine your SEO efforts with specific opportunities to reach your audience at various stages of their buying journey. This will allow you to really dig into your customer’s point of view and pain points, and create content that shows you understand and empathize.

#3 – Utility

If your organization is at the Utility stage, you’ve developed your content marketing programs to go beyond brand-centric and keyword-focused pieces. You’re making a real investment in understanding who your audience is and crafting content that empathizes with them, and contributes to a good user experience.

In addition, you’ve likely defined distinct customer segments, and planning content that aims to provide them with the information they need throughout their purchasing journey. With all …read more

Source:: Top Rank Blog

      

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