Bar chart showing stages 1–5 of a growth model.

How to measure content operations maturity

by Rob Mills

Examples of content maturity models

Kapost

The content operations maturity model includes five stages, from reaction, siloed, mobilizing, integrating, to optimized.
  • Chaotic
  • Siloed
  • Ad hoc
  • Constantly behind
  • Lacking a clear strategy
  • Pockets of greatness keep teams and marketing strategies afloat
  • Content is not planned strategically and ad hoc requests dominate marketing’s workload
  • Undefined collaboration processes and responsibilities lead to siloed work
  • Content lacks a clear and unifying message across all channels
  • Content is not maintained in a central location for easy access, resulting in wasted time searching for assets

Content Science

  1. Chaotic
  2. Piloting
  3. Scaling
  4. Sustaining
  5. Thriving
The maturity model developed by Content Science includes five stages: chaotic, piloting, scaling, sustaining, and thriving.

Kontent by Kentico

  1. Lagging
  2. Starting
  3. Progressing
  4. Modernized
  5. Innovating
Graphic from Kontent by Kontico that shows levels or stages of maturity as lagging (falling behind), starting (plugging gaps), progressing (building momentum), modernized (mastery), and innovating (breaking out).

What to keep in mind when using content maturity models

Maturity models are rigid and linear

  • Moving up levels but not in order. For example, moving from level 1 (chaotic) to level 3 (scaling). This isn’t to say piloting doesn’t take place but it isn’t always as definite as a stage in its own right.
  • Moving back down a level if the current situation isn’t continuously improved or sustained. A decrease in maturity could happen when there is a change in leadership and they don’t prioritize content operations.

Improving content operations is a long, messy and hard process

A maturity model is not a roadmap

The language of maturity models is too negative

7 ways to use content maturity models effectively

1. Use a language that makes sense to your organization

2. Don’t forget the how as well as the what

3. Define what the stages mean for the organization

4. Break down the core stages into smaller stages and processes

5. Highlight where the organization is mature

6. Show them what good looks like

7. Find effective ways to communicate progress and next steps

Lifting up, not tearing down

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