bluechip content marketing readiness checklist

ARE YOU CONTENT MARKETING READY?

Stage 1:

Audit & AssessStage 2:

Design & DevelopStage 3:

Rollout & refineInput

1. Review existing useable content assets

8. Develop personas; identifying buying stages & trigger events

15. Assign creation, curation & atomising resp. in Content Preparation & Promotion Plan

Process & Output Planning

2. Assess content production capability & identify best practice for insource, outsource & delegation

9. Identify & cost suppliers (creative, SEO, writers, curators, designers, videographers)

16. Develop brand /publisher platform & campaigns & test against best practice criteria

Distribution

3. Audit current distribution channels, costs & tracking

10. Prioritise channels (earned, owned, paid) based on communication goals, budget & ROMI

17. Implement disciplined publishing calendar, atomise content & manage outpost (reactive)

Audience

4. Assess existing audience segmentation & knowledge

11. Develop topic hierarchies for each persona based on buying stages & trigger events

18. Evaluate consumption habits & map Content Promotion Plan to data (SEO, social, blogs)

Research & Measure

5. Assess quality (source, conversion) of current inbound & outbound marketing results

12. Upgrade/ update CRM & analytics capability for lead management & closed loop analysis

19. Measure KPIs, report & analyse then feed recommendations into overarching strategy

Resources

6. Assess appetite & understanding for Content Marketing internally

13. Establish working group of internal CM champions

20. Create expert matrix & assign responsibility in editorial calendar

Risk Management

7. Identify challenges & risks 14. Develop strategy to manage & on-board stakeholders incl. risk, legal, C-suite, Board

21. Establish social media monitoring & escalation alongside risk management & reporting practices

ASSESS YOUR READINESS WITH BLUECHIP COMMUNICATION’S CHECKLIST

As at 5 March 2013. Email contentready@bluechipcommunication.com.au for the lastest version. We update our checklists with best practice regularly

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