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: 

1. Where in the journey do we want to target the user? 
2. What is the objective that we are trying to achieve in the segment? 
3. Which content asset are we going to utilize? 

The CMF Framework 

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 : 

Informational 

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 

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  feels 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.  

Experiential 

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.