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Jan 2015 - Industry Development and Models - Doc # 253460

IDC MaturityScape: Content Marketing Operations 1.0

Authors: Richard Vancil, Kathleen Schaub, Sam Melnick
Abstract

This IDC study presents IDC's Content Marketing Operations MaturityScape framework, which identifies the stages, critical measures, outcomes, and actions required for companies to effectively develop global content marketing competency. This maturity model enables an organization to assess its competency and maturity with respect to content marketing operations; define short-term and long-term goals; prioritize budgeting, organizational design, staffing, and other related decisions; and uncover existing inefficiencies.

"Content marketing should be a top priority for all companies as the customer will continue to gain more power in the buying process," says Rich Vancil, group vice president with IDC's CMO Advisory Service. "While it is imperative to move forward with content marketing, marketing leaders must aggressively focus on the key operational elements of this function. Global marketing organizations that lack the proper structure within content marketing will fall short in their execution."

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