It’s the dream, right? A fully automated marketing strategy that gets results, measured not by what you think your business’s audience might love, but by real-life metrics. Having everything automated from your strategy, collaboration, and events to digital aspects such as SEO, social media, paid media, website, and blog content means you are saving time, and money all while increasing productivity levels exponentially.
But how do you get to this stage? How do you get everything that produces results automated? And how do you make sure that this is smoothly implemented into your business? Let’s talk about why it’s so important to adopt a maturity marketing model, as well as how to do it and what it includes.
A content maturity model is a method of marketing through well-established, documented processes using consistent metrics backed by data within a company. It provides structure and a more definitive target audience.
According to Invespcro, when you automate your marketing process, you can increase your productivity by 14.5%. The software available now can automate a wide array of things, from social media posting, blogging, content strategy, paid media, and emails—just to name a few. Automating these things will have major benefits for your business, most notably saving time and money, as well as increasing productivity. It also allows your marketing team to focus on what’s important—creating content.
If random content generation that is “occasional” at best sounds familiar, then it's time to adopt the maturity marketing model. For example, you may sit down at the start of the month and construct a content plan, writing down exactly the type of content you wish to put out and roughly when to do it.
However, there’s no exact structure in place, nothing that aligns each piece of content with different segmentations of your audience, let alone who's going to create and publish said content. If this sounds all too familiar, let’s talk about how to adopt a marketing maturity model.
Before adopting a marketing maturity model, you are very much in the experimental stage. This means you realize and acknowledge there is a problem that needs solving. For example, you have no strategy, a limited budget, limited resources, and no real content strategy commitment.
This is the stage in which content generation is more an afterthought than a priority. It makes for sporadic content not backed by anything other than creating something you think your audience will like. This is a good time to take a marketing maturity assessment to see which step your business needs to act on.
Next, you will need to gather a small team and hire specific people to take care of the different aspects of your marketing. This makes for a more focused, productive, and effective workforce.
However, at this stage, things are generally inconsistent, and you may still lack the budget necessary for effective marketing. Content workflow is likely still manual and performance metrics are not linked to sales.
Start integrating customer personas and journey maps into your marketing, then publish your content in multiple formats across various platforms.
At this stage, however, there is one thing hindering growth—a lack of insight into audience and content performance. Enter analytics software, which will provide insights so you can adapt and improve your content to better serve your audience.
Now it’s time to go full speed toward total automation. You should have solid marketing campaigns in progress via paid, earned, and owned channels. (For example, Google or Facebook ads.)
This should be alongside more predictable results for everything you post. Your business will now be fully integrated with analytical and automated software which now make your planning and workflow fast and efficient.
Your content is now a fully-fledged asset (rather than an afterthought) and is now crucial to your business and content strategy. From here, there’s no going back, and you now have a fully-automated marketing maturity model.
If you truly want to take your business marketing seriously, you need to adopt a marketing maturity model. So how will a maturity model drive your business forward? In short, it will take your marketing from sporadic and un-targeted to focused, streamlined, and effective—the type of marketing that is thoughtful, measurable, and automated, which will save you both time and money.
If you want to find out more on how to automate your marketing, and discover how GetApp can help drive your business forward, check out our resource hub.
Dan Harmon - Guest Contributor
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