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Equinet Academy > Content Marketing Strategy Capabilities Assessment Tool

Content Marketing Strategy Capability Assessment Tool

Answer 5 questions to measure your content marketing strategy capabilities.

Step 1 of 2

50%

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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Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Content Marketing Strategy Capabilities Assessment Tool

Your Capability Score is :
/5
1. Content marketing strategy

Your score is: /5

Do you have a comprehensive content marketing strategy developed and regularly reviewed?
Recommended Courses:
- Content Marketing Strategy
- Advanced Content Marketing Strategy
Recommended Services:
- Content Marketing Services
Recommended Reading:
- What is Content Marketing and Content Marketing Strategy?
2. Content planning

Your score is: /5

Is there a robust content ideation plan in place that aligns with your content marketing mission and business strategy?
Recommended Courses:
- Content Marketing Strategy
- Advanced Content Marketing Strategy
Recommended Services:
- Content Marketing Services
Recommended Reading:
- 120 Content Types and Content Formats
3. Content creation

Your score is: /5

How vigorous is your content production process?
Recommended Courses:
- Content Marketing Strategy
- Advanced Content Marketing Strategy
Recommended Services:
- Content Marketing Services
Recommended Reading:
- 120 Content Types and Content Formats
4. Content distribution

Your score is: /5

How established is the content distribution process and network?
Recommended Courses:
- Content Marketing Strategy
- Advanced Content Marketing Strategy
Recommended Services:
- Content Marketing Services
5. Content measurement

Your score is: /5

Are there processes and audits in place to evaluate and ensure the right content is constantly being produced and drawing optimal business results?
Recommended Courses:
- Content Marketing Strategy
- Advanced Content Marketing Strategy
Recommended Services:
- Content Marketing Services
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