How do you know if your business is content marketing ready? What are the steps you should take first? BlueChip Communication's 21 point checklist will help you assess your readiness & identify what's next.
ARE YOU CONTENT MARKETING READY?ASSESS YOUR READINESS WITH BLUECHIP COMMUNICATION’S CHECKLIST Stage 1: Stage 2: Stage 3: Audit & Assess Design & Develop Rollout & refineInput 1. eview existing useable content R 8. evelop personas; identifying D 15. ssign creation, curation A assets buying stages trigger events atomising resp. in Content Preparation Promotion Plan Process Output Planning 2. ssess content production A 9. dentify cost suppliers (creative, I 16. Develop brand /publisher capability identify best practice SEO, writers, curators, designers, platform campaigns test for insource, outsource videographers) against best practice criteria delegation Distribution 3. udit current distribution A 10. rioritise channels (earned, P 17. mplement disciplined publishing I channels, costs tracking owned, paid) based on calendar, atomise content communication goals, budget manage outpost (reactive) ROMI Audience 4. ssess existing audience A 11. evelop topic hierarchies for D 18. valuate consumption habits E segmentation knowledge each persona based on buying map Content Promotion Plan to stages trigger events data (SEO, social, blogs) Research Measure 5. ssess quality (source, A 12. Upgrade/ update CRM analytics 19. Measure KPIs, report analyse conversion) of current inbound capability for lead management then feed recommendations into outbound marketing results closed loop analysis overarching strategy Resources 6. ssess appetite understanding A 13. E stablish working group of 20. Create expert matrix assign for Content Marketing internally internal CM champions responsibility in editorial calendar Risk Management 7. Identify challenges risks 14. evelop strategy to manage D 21. stablish social media E on-board stakeholders incl. risk, monitoring escalation legal, C-suite, Board alongside risk management reporting practices Follow us @ BlueChip_Comm As at 5 March 2013. Email firstname.lastname@example.org twitter.com/BlueChip_Comm for the lastest version. We update our checklists with best practice regularly