Benchmark Your Content Strategy in Minutes

1. How would you describe your current content strategy?

We don’t have a documented strategy. We have some basic content creation processes and an established brand voice, but no formal strategy. We have documented goals, brand voice, and personas to help inform content creation. We have a full-funnel content strategy for each target persona that maps back to our overall business goals. Not only do we have a full-funnel content strategy based on our personas and business goals, but we also frequently analyze engagement data. That way, we can optimize when needed and determine if we’re making measurable impacts on the business.

2. How would you describe your content team?

We don’t have a dedicated content team. Other team members contribute content. We have a small team that creates content on an ad hoc schedule. Our content team focuses on both content creation and distribution, and collaborates with other teams (ex: to amplify our content with paid media). Our content team collaborates with other teams, has developed scalable processes, and works towards defined goals. Our content team has robust resources capable of producing content in different formats, as well as access to the data to analyze and optimize content efforts.

3. How often do you publish new content?

It depends on what else is going on. We don’t have a set schedule. We try to publish content regularly and focus on one specific channel to maximize our limited resources (ex: our blog or our newsletter). We publish content regularly throughout the entire marketing funnel across several channels. We publish content regularly across channels and try to split-test wherever possible. We publish content regularly, split-test wherever possible, and make frequent data-driven optimizations to existing content (ex: new landing page copy or new email subject lines).

4. Once you publish content, how do you amplify it?

It depends – there’s no set process. We share it on organic social and ask our fellow employees to like/share it. We share it on organic social, ask our fellow employees to like/share it, and amplify priority assets with paid media. We share it on all of our organic channels (social, eblasts, monthly newsletter, etc.), have a formal employee advocacy process, and amplify it with paid media. We share it on all of our organic channels (social, eblasts, monthly newsletter, etc.), amplify it with paid media, and create derivative content for larger assets so that there are multiple ways for our target audience to consume the insights.

5. How do you measure the success of your content marketing efforts?

We don’t do any kind of performance analysis. We do some basic performance analysis by quickly checking GA4 and/or our CRM. When we have time, we do a deeper dive into GA4 and/or our CRM for engagement insights. We do a regular engagement analysis and optimize where needed. We regularly analyze engagement and split-tests, measure how our content impacts the business as a whole, look for opportunities to optimize existing content, and use the findings to develop new strategies.

6. How is content perceived in your organization?

It’s a nice-to-have, not a must-have. Whoever has some spare time writes a blog post. It’s useful for brand expression, but not seen as critical to the overall marketing strategy. It’s considered an important marketing tactic, but is not perceived as something that will drive new business. It’s considered a strategic need throughout the buyer journey. It’s considered essential to business growth.