Tracy Island Blindfold – Finding Your Place on the Content Marketing Maturity Model.

I never played Pin The Tail On The Donkey at birthday parties when I was a kid. But there’s no need to feel sorry for me, because we played a much better version of the game – we played Tracy Island.  TracyIsland

Tracy Island, of course, being the secret island headquarters of International Rescue, the team at the center of the classic Thunderbirds TV show. It was Thunderbirds, and its companion shows, that sparked my interest in machines – in fact seeing some of the amazing machines we produce at Caterpillar makes me sometimes feel like I’m walking into the Thunderbirds set. So back to Tracy Island and boyhood birthday parties; instead of the paper drawing of a donkey we would paste up a map of Tracy Island and the goal for the blindfolded child was to see if they could find the secret launch pad of one of the International Rescue vehicles. This meant that instead of one place to aim for there were three.

The more I thought about how would you position yourself on the Content Marketing Maturity Map I presented in my last post, the more I realized that there was no single point on the map that would adequately convey a company’s place on the Content Marketing journey.

The truth is that you probably span a range of points across the model. If you take the manufacturing industry as a whole, which is where I spend my time these days, it is an industry that is traditionally focused on the features and functions of a product – and I’m sure every company would think of themselves as a thought leader, yet most of the product content online is SEO driven rather than value message driven. What value messaging there is tends to be at the Brand level rather than at the customer evangelist.

So the map for a traditional manufacturing company may look something like this:


On the other hand, the software industry, where I spent half my career to date, is less about the brand (Apple being the obvious exception) and more about the value of the solution to the customer than the product features. Therefore the map for a software company may look something like this:


There is no one size fits all methodology for finding your place on your journey, you have to take an honest look at different aspects of your business and how you use content in the related marketing efforts.

But even if you find yourself all over the island, then like the craft of International Rescue on their way to an incident, you should all be pointed in the same direction and getting there as fast as you can.