The evolution of digital maturity

Will you survive?

Sink, swim or surf

The digitisation of content marketing has seen the discipline boom, but not evolve. Until now.

Content marketing began in the world of print. Much of the print mindset has been carried across to digital practices, in particular a reliance on instinct and qualitative feedback. As the technologies for tracking and understanding audiences and performance evolve, those who keep this mindset will find their successes – and their careers – washed away by agile, results-driven marketers.

How is your team responding to change?

Sinking - we're stuck in the past
Swimming - we're getting there
Surfing - we're nailing it

The anticipated evolution of content marketing

Stage 1

Intuitive content marketing

Intuition steers activity
No/minimal insight on performance

Stage 2

Insight-driven content marketing

Past performance insight steers activity
Content performance measurement tied to revenue

Stage 3

Predictive content marketing

Forecasted performance steers activity
AI delivers performance predictions for marketers to leverage

Stage 4

Autonomous content marketing

Predictive analytics and hyper personalisation steer activity
AI delivers content based on the inputs and criteria of marketers e.g. core idea, budget, results

Moving from intuitive to insights-driven content marketing

Identify audience interests and preferences. What will they exchange their attention for?
Nurture leads with consistently high quality online experiences. What keeps them coming back for more?

Evaluate and adapt content strategy based on meaningful data and insight. What is making the right impact?
Improve identification of MQLs to deliver warmer leads. Who is primed and ready for your solution?