Content Marketing Strategy Capabilities Assessment Tool

1. Content marketing strategy*

Do you have a comprehensive content marketing strategy developed and regularly reviewed?

Passive

• No content marketing strategy
Initiated

• Some basic digital marketing goals and KPIs set such as website traffic, impression, clicks, leads
Enabled

• At least one review and update of content marketing strategy document
Optimised

• Ad-hoc to regular review of content marketing strategy especially after content audit and evaluation of data analytics
Ideal

• Ongoing review and enhancements to content marketing strategy

2. Content planning*

Is there a robust content ideation plan in place that aligns with your content marketing mission and business strategy?

Passive

• No plan or process in place for content ideation
Initiated

• Customer personas are developed and content ideas are generated based on interests, demographics, and geographic locations
Enabled

• Content grid mapped to customer journey and marketing goals/conversions

• Storytelling and storyboarding principles are applied during the content creation process
Optimised

• Advanced content planning and ideation techniques applied such as empathy mapping and ideating shareable content that sticks
Ideal

• Content marketing mission is realised

• New mission statements and visions are set on top of ongoing ones

3. Content creation*

How vigorous is your content production process?

Passive

• Haven’t started creating content for content marketing, other than sales and marketing collaterals such as brochures, product info pages, etc.
Initiated

• Content is created on an ad-hoc basis with no clear purpose
• Some content creation best practices in place
Enabled

• Content is created and repurposed on a regular basis with clear direction and good return on investment

• A well balanced content creation team of in-house and freelance content creators

Optimised

•	Volume of content resources are sufficient to be considered a content hub
•	Strong content creation partnerships have been fostered
•	Strict compliance with content governance protocols ensuring high quality content is produced

Ideal

• Content hub is the authority in the industry and the go-to place for industry leaders to contribute content

4. Content distribution*

How established is the content distribution process and network?

Passive

• No content distribution
Initiated

• Content is published on platforms such as blogs and social media pages with little to no active promotion (i.e. build and they will come mentality)
Enabled

• Content is distributed across owned, earned, shared, and paid channels on a regular basis
Optimised

• Long term and reliable content partnerships are established

• Adequate reach and coverage in local community
Ideal

• Content distribution coverage reaches a global audience and virality is a norm

5. Content measurement*

Are there processes and audits in place to evaluate and ensure the right content is constantly being produced and drawing optimal business results?

Passive

• No measurement plan in place
Initiated

• Some tracking of content marketing efforts such as clicks, traffic, and engagement
Enabled

• Content marketing success is measured against business goals such as sales revenue
Optimised

• Regular comprehensive content audit conducted to ensure content quality, freshness, and relevance
Ideal

• Content is evergreen and optimised to maximise return on investment throughout the customer lifecycle

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Certification Programmes

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Certification Programmes

Individual Modules

Content Marketing Strategy Capability Assessment Tool

Answer 5 questions to measure your content marketing strategy capabilities.

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Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

1. Content marketing strategy

2. Content planning

3. Content creation

4. Content distribution

5. Content measurement

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•	Content marketing mission is realised
•	New mission statements and visions are set on top of ongoing ones

•	Content is created on an ad-hoc basis with no clear purpose
•	Some content creation best practices in place

•	Content is created and repurposed on a regular basis with clear direction and good return on investment
•	A well balanced content creation team of in-house and freelance content creators

•	Long term and reliable content partnerships are established
•	Adequate reach and coverage in local community