Content strategy enables repeatable processes for the planning, creation, delivery, and governance of digital content that are both useful to and useable by an organization’s constituencies. A comprehensive content strategy encompasses production, workflow, publication, syndication, technology, personnel, governance documentation, goals, analytics, and audience, as well as elements specific to individual companies.
A qualitative and quantitative assessment of content marketing effectiveness, capabilities, and governance
Marketing, social media or content executives
Like any marketing initiative, effective content marketing rests on a sound strategic foundation. Content strategy determines what content will be produced, for what audience, and in what channels. Additionally, a content strategy accounts for governance throughout the production and publishing processes, as well as the maintenance of existing content.
Altimeter’s Content Audit is based on a 50+ point diagnostic we use to benchmark content marketing capabilities. This is done, in part, through a set of stakeholder interviews comprising key roles throughout the organization.
Major areas covered in the diagnostic include (but are not limited to):
- Ability of content to reach strategic marketing goals
- Effectiveness of content in specific areas (e.g., metrics, SEO, social)
- Organizational model that supports content production, distribution and governance
- Strategic roadmaps
- Education, training, and support for employees
The following deliverables are included (but not limited to):
- Content Audit: Quantitative scorecard, including scores and justifications for 50+ content requirements, together with an executive dashboard
- Executive Summary of Findings and Recommendations: A summary of stakeholder and scorecard findings, as well 3-5 major recommendations with pragmatic action items
- Delivery of Findings and Recommendations: Delivery of these findings and recommendations via a 2-hour webinar or on-site presentation
Timeframe and Process
Typically 8-12 weeks to complete the following:
- Stakeholder Interviews: Conduct interviews with stakeholder groups.
- Diagnostic Analysis: Score and rank content.
- Initial Findings: Present initial scorecard and stakeholder findings on identified strengths, challenges and aspirations.
- Final Recommendations: Develop and present final findings and content strategy recommendations.
Dependent on number of interviews, amount of content to be audited, and any additional needs identified
Our advisory is based upon research. For previous research related to this offering, please refer to:
- Report: Content: The New Marketing Equation, Rebecca Lieb (February 16, 2012)
- Report: The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media, Rebecca Lieb and Jeremiah Owyang (July 18, 2012)
- Report: Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise, Rebecca Lieb (April 25, 2013)