One of the many critical aspects which ensure a successful content strategy, is to understand what content should be served to which audience at what point on their engagement journey.
Sometimes this becomes a costly miss for organizations who might just focus on content creation directly instead of spending time on defining the consumption patterns, leading to content which is not performing at the end of the day and is also not contributing towards the organizational goal it was intended to work towards from a journey point-of-view.
It thus , becomes an important part of content strategy to define what your organization’s content maturity flow will be and then establish the right content assets throughout the flow maturity to loop and convert the consumers.
Before we start diving into the nature of content assets at each stage of the engagement journey, let’s first understand what do we really mean by “Content Maturity Flow”.
Content Maturity Flow (CMF) is the glide path established by an organization for their potential consumers to connect them to their product offerings via content assets which help assist the consumers contextually at each stage of engagement.
A well defined CMF captures answers to three important questions in context of content engagement:
CMF is broken into 3 phases where-in the content assets start becoming more and more immersive as the consumer journey with the enterprise starts to become more deeper. The phases in the CMF are :
This phase is the nascent phase of engagement journey with the user but is also be the phase where we will find a lot of content assets being positioned to attract the users.
The purpose of the content in the phase , as the name suggests , is to impart information regarding the organization’s products or services with as much simplicity as possible. This is to ensure that the target audience, irrespective of their expertise in the subject, can connect with it.
Content Assets such as blogs , podcasts , short-information video where the content is simple enough for user to comprehend while appealing enough to go deeper are the most prominent ones to make appearance.
Conversational phase is the transition phase where a lead starts to convert into intention to buy.
This phase is the most critical in CMF. The reason why this phase is so important is because the content in this phase has to ensure that the users looking for deeper level of information feel engaged with the asset without being too overwhelmed by the details.
Thus content assets in this phase have to find the right balance of keeping the consumers hooked while providing them new information which help them move down the funnel.
Content assets such as Webinars , AMAs or comparators could be leveraged to give more insights to user while inviting further questions and clarifications.
This is the phase where we hope to convert the intention to buy to actual purchase of the product or service by the user.
The goal of the content asset in the phase is to help the consumers experience how their lives will be post they have bought in the service or the product on offer. Hence the content asset in this phase have to truly show the offering in action. Owing to which in this phase the content is as technical and detailed as it can get.
Content assets such as Product demos , live streams , simulations and in-person showcase are the most impactful in this phase.
Given the nature of the asset this would also require the organization to spend more effort and cost to generate them. That said, here quality of the asset is of more importance then the quantity.
While the above phases represent the glide path , consumers can choose not to follow a sequential pattern and may end up hopping between the content designed across the three phases.
What the CMF approach still helps enterprises in is to position the best content asset in the journey at the most appropriate place and measure its efficiency and effectiveness in context of the goal it is supposed to achieve.
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