Do You Know What Your B2B Content Marketing Maturity Level Is?

When you consider the essential elements that make a successful content marketing campaign, relevant industry knowledge, proper SEO techniques targeted to reach key demographics, and wide-ranging social media sharing strategies are some of the variables that first come to mind. However, few marketers consider the maturity level of their content library, and what that maturity level means to their overall content marketing strategy.

According to Marketing Profs, there are five levels of content marketing maturity, one of which likely characterizes your current content portfolio. Evidence exists that once your content has reached a high level of sophistication (i.e. the fifth level of maturity), it becomes more effective as a marketing tool and brand asset. Although building this type of content portfolio requires significant commitment and effort, it is important to continue updating your content at whatever pace you can. Even at the early stages of your content maturity, you can start to build momentum quickly with the right approaches.

Wondering where your content library falls on the spectrum?  Let's take a look at each phase, and find out where most B2B companies fall today in terms of content maturity:

1. THE FIRST STEP PHASE

If you occasionally post a thought piece or blog post on your website or social media platforms, you might fall into the first step phase in your content creation. This means that you have attempted to create content, but you haven't yet turned it into a sustained and continued process. In order to advance your content maturity from here, you need to start creating original content regularly.

In order to establish your brand as a provider of legitimate and credible content, it's imperative that you create entirely original content in this stage. Once your business—and your content library—start to grow, you may have to curate more outsider content; as such, it's important to establish your voice and identity as a reliable source of industry knowledge.  

2. THE YOUNG PHASE

If you're in this phase, you are probably starting to see growth in your business, while simultaneously facing some challenges in creating a workable content strategy. In order to take your content to the next level, you should start using the10-4-1 concept, in which you curate 10 pieces of content, write four originals, and offer one promotional piece each week.

This rule consistently works because it allows you to broaden the voice of your content and reaffirm your expertise. It also ensures that your body of content continues to grow, even when you do not have the opportunity to create something original every day.

3. THE ADOLESCENT PHASE

The Marketing Profs study found that 29 percent of all B2B businesses identified as being in the adolescent phase, which is not a bad place to be. In the adolescent phase, your content will start to generate tangible marketing results.

At this point, your prospects will be looking to your content as they research product and service options. This is why it's especially important that at this stage, your content is not only rich with industry knowledge, but with information about your company, your brand identity, and your product offerings. Make sure that your content is unique and sets you apart from the competition.

4. THE MATURE PHASE

Once you reach this level, you will have an established content marketing strategy—including a full library of content—that works with your broader marketing strategy and aligns with your brand. However, you'll likely be missing the final step: full integration within your organization.

A lack of integration might be characterized by a lack of consistency in brand messaging, whether internal (i.e. across departments) or external (i.e. social media platforms) to your organization. Be sure to maintain consistency throughout your content so that it reflects the evolution of your brand. Make sure it corresponds with the philosophies and expertise of your staff, whose product and industry knowledge is essential to your company's identity. During this phase, it helps to have some of your staff members contribute content, especially if they have particularly unique industry expertise.

5. THE SOPHISTICATED PHASE

Only 8 percent of all B2B businesses surveyed above are in this highest level of content maturity. It may seem difficult to achieve, especially if your company is only just starting to include content as part of your broader marketing strategy. However, it is achievable if you draft a content marketing plan that will drive your content forward through the five stages of maturity.  

But above all, successful B2B content marketing provides your target market with detailed information about how your company can solve their particular problems. Keep this in mind when creating your content strategy, and you'll arrive at the sophisticated phase within months rather than years.