Progress to content marketing maturity typically includes adding more channels. Companies tend to start with social media and gradually include email, events, PR, direct messaging, third-party sites and influencers.

However content marketing maturity is not one-size-fits-all, but depends on the needs of the organisation within an overall maturity journey.

Problems with measurement and attribution make it hard to establish which content is working for your audience so you can create more of it. 

The use of content management systems and marketing automation software reflects a more general level of marketing maturity, since these are typically enterprise-wide tools that encompass content marketing, rather than tools specific to content marketing