bluechip content marketing readiness checklist
TRANSCRIPT
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 [email protected] for the lastest version. We update our checklists with best practice regularly
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