Meeting Customer Needs Through Digital Content
Customer expectations of branded content have changed, and companies must evolve their strategies to meet them. Today’s customers demand personalized, relevant content and they want a consistent experience across all a brand’s digital content channels. In our research, we found that companies who were doing the best job of meeting these customer expectations shared six common traits:
- Leadership supported content efforts
- Content strategy that extended beyond marketing
- Content creation is based on customer data
- Multiple teams created content, but shared a common vision
- Content was personalized and delivered in real-time
- Content was expected to impact the business
To achieve these indicators of maturity, companies must go through a series of sequential changes across their entire content operation. We found that companies progress through five stages on their way to digital content maturity:
- Non-Strategic Stage: No expectations for digital content
- Testing Stage: Initial experiments begin
- Scaling Stage: Focus on scaling production and delivery
- Strategic Stage: Recognition of content beyond marketing
- Sophisticated Stage: Content serves customer needs across the organization
By identifying which stage most closely describes their current state, companies can prioritize the steps they need to take to reach the next stage of digital content maturity. Companies can use this maturity model to benchmark how far they have progressed across each pillar of the content-producing operation, including leadership, strategy, governance, creation, delivery and measurement.
Read the full report to gain a better understanding of your organization’s digital content maturity.