If you’re like many executives, you started small with your content efforts. You enjoyed some benefits such as more traffic from the right people or a boost in sales the way our client FootSmart did. Now, you might be asking questions such as:
The answer? You need to mature your content practice. Over my many years of consulting, I’ve identified four basic levels of content maturity. Let’s walk through them so you can gauge in more detail where you are now and where you aspire to go.
One of your teams successfully released a blog or changed your product content or planned a content-focused campaign or launched a similar small content effort.
You’re taking lessons learned from your pilot and extending them to other products, brands, channels, and teams. You’re investing more budget in content-related efforts and developing a broader vision for what content can do for your organization.
You’re solidifying your practice into a sustainable content foundation. You’re automating and streamlining content processes, governing your content voice and quality standards, and implementing an evaluation plan.
Your foundation is staying strong, so you’re experimenting with specialized content campaigns, new formats, and advanced techniques such as personalization. You’re evaluating results, so you see boosts to your sales, satisfaction, and more. Your teams have the agility to respond to content problems and opportunities quickly.
At what level is your organization now? What level do you aspire to reach? How will you reach that level?
Enter content strategy.
One way I view content strategy is as a plan to take you from your current level to a new level. As you start to plan for 2016, consider whether you have that strategy and, if not, how you will get it. And fast. I find that in both business and content today, if you aren’t working toward innovation, you’re falling behind.
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