Meeting Customer Needs Through Digital Content

By Omar Akhtar, Analyst

Audience

Intended for digital strategists, content marketers and executive leadership who are creating plans for using content to achieve business goals.

Executive Summary

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.