{"id":16846,"date":"2016-09-19T04:53:55","date_gmt":"2016-09-19T08:53:55","guid":{"rendered":"http:\/\/resources.outgrow.co\/?p=16846"},"modified":"2024-01-03T01:43:24","modified_gmt":"2024-01-03T06:43:24","slug":"content-marketing-strategy-checklist","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist","title":{"rendered":"Is Your Content Marketing Worth All The Effort? Consult Our 10 Point Checklist."},"content":{"rendered":"<h1><span class=\"ez-toc-section\" id=\"Is_Your_Content_Marketing_Worth_All_The_Effort_Consult_Our_10_Point_Checklist\"><\/span><strong>Is Your Content Marketing Worth All The Effort? Consult Our 10 Point Checklist<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d3e89a30ac8\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d3e89a30ac8\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#Is_Your_Content_Marketing_Worth_All_The_Effort_Consult_Our_10_Point_Checklist\" title=\"Is Your Content Marketing Worth All The Effort? Consult Our 10 Point Checklist\">Is Your Content Marketing Worth All The Effort? Consult Our 10 Point Checklist<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#1_You_understand_what_%E2%80%9Cworking%E2%80%9D_means\" title=\"1. You understand what \u201cworking\u201d means\">1. You understand what \u201cworking\u201d means<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#2_Youve_set_measurable_goals\" title=\"2. You\u2019ve set measurable goals\">2. You\u2019ve set measurable goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#3_Youre_tracking_the_business-wide_content_metrics_that_matter\" title=\"3. You\u2019re tracking the business-wide content metrics that matter\">3. You\u2019re tracking the business-wide content metrics that matter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#4_Youre_tracking_the_content-level_content_metrics_that_matter\" title=\"4. You\u2019re tracking the content-level content metrics that matter\">4. You\u2019re tracking the content-level content metrics that matter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#5_You_can_project_success_at_each_stage\" title=\"5. You can project success at each stage\">5. You can project success at each stage<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#6_Youre_using_benchmarks\" title=\"6. You\u2019re using benchmarks\">6. You\u2019re using benchmarks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#7_Your_internal_teams_use_content_effectively\" title=\"7. Your internal teams use content effectively\">7. Your internal teams use content effectively<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#8_Your_prospects_reflect_your_messaging_back_at_you\" title=\"8. Your prospects reflect your messaging back at you\">8. Your prospects reflect your messaging back at you<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#9_Your_content_promotes_itself\" title=\"9. Your content promotes itself\">9. Your content promotes itself<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/outgrow.co\/blog\/content-marketing-strategy-checklist\/#10_Youre_so_busy_youre_no_longer_wondering_if_its_working_%F0%9F%98%89\" title=\"10. You\u2019re so busy you\u2019re no longer wondering if it\u2019s working \ud83d\ude09\">10. You\u2019re so busy you\u2019re no longer wondering if it\u2019s working \ud83d\ude09<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p><span style=\"font-size: 14pt;\">If you\u2019re like <strong>88%<\/strong> of B2B marketers, you use <a href=\"https:\/\/outgrow.co\/blog\/5-content-marketing-rules\">content<\/a> marketing. <\/span><span style=\"font-size: 14pt;\">If you\u2019re like <strong>70%<\/strong> of B2B marketers, you know your content marketing strategy isn\u2019t that effective or you\u2019re unsure if they\u2019re effective.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The average B2B company spends 28% of its annual marketing budget on content marketing and more than 50% of companies planned to increase that in 2016 and beyond.<\/span><\/p>\n<p><a href=\"https:\/\/app.outgrow.co\/signup\"><img decoding=\"async\" class=\"aligncenter wp-image-46895\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-300x62.png\" alt=\"General CTA\" width=\"876\" height=\"181\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-300x62.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-1024x210.png 1024w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6-768x158.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2023\/04\/general-cta-6.png 1198w\" sizes=\"(max-width: 876px) 100vw, 876px\" \/><\/a><\/p>\n<div style=\"overflow: hidden; height: 1px;\">\n<p><span style=\"font-size: 14pt;\">human-hair-wigs-wig types&nbsp; &nbsp; ;<\/span><br \/>\n<span style=\"font-size: 14pt;\"> bestwigoutlet-wigs-human-hair &nbsp;&nbsp; ;<\/span><br \/>\n<span style=\"font-size: 14pt;\"> human-hair-wig &nbsp;&nbsp; ;<\/span><br \/>\n<span style=\"font-size: 14pt;\"> lace-front-wigs-wigisfashion &nbsp;&nbsp; ;<\/span><br \/>\n<span style=\"font-size: 14pt;\"> lace-front-wigs-lacewigsbuy &nbsp;&nbsp; ;<\/span><br \/>\n<span style=\"font-size: 14pt;\"> lace-front-wigs-hairstopandshop &nbsp;&nbsp; ;<\/span><br \/>\n<span style=\"font-size: 14pt;\"> lace-front-wigs-hairtobeauty &nbsp;&nbsp; ;<\/span><br \/>\n<span style=\"font-size: 14pt;\"> omywigs<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <a href=\"http:\/\/arcannabis.org\/?wigs=lace-front\">Lace Front Wigs<\/a> &nbsp; ,<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <a href=\"http:\/\/incomex.org.mx\/\">Lace Front Wigs<\/a> &nbsp; ,<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <a href=\"http:\/\/www.mylovehair.com\/\">frizzy hair<\/a><\/span><br \/>\n<span style=\"font-size: 14pt;\"> honey blonde<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <a href=\"http:\/\/www.mylovehair.com\/\">laced hair extensions<\/a><\/span><br \/>\n<span style=\"font-size: 14pt;\"> light brown<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <a href=\"http:\/\/www.mylovehair.com\/\">remy hair extensions<\/a><\/span><\/p>\n<\/div>\n<p><span style=\"font-size: 14pt;\">These numbers from the Content Marketing Institute\u2019s 2016 B2B Content Marketing <a href=\"http:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2015\/09\/2016_B2B_Report_Final.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Benchmarks, Budgets, and Trends report<\/a> paint an interesting picture:<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">A high percentage of B2B marketers spend a ton of money and time on content marketing but really have no idea if it\u2019s working or not. <\/span><span style=\"font-size: 14pt;\">With close to 90% of us using content marketing, we\u2019re all in agreement that it makes sense in theory \u2013 connect your prospects and customers with your company\u2019s products and messages in a way that\u2019s natural, informative, easy to consume and not pushy.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16848 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Effectiveness.png\" alt=\"content-marketing-strategy-checklist\" width=\"529\" height=\"523\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Effectiveness.png 529w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Effectiveness-300x297.png 300w\" sizes=\"(max-width: 529px) 100vw, 529px\" \/><\/p>\n<p><span style=\"font-size: 14pt;\">But why can\u2019t we figure out if it\u2019s working? How can we do content marketing in a way that tells us we\u2019re getting real <a href=\"https:\/\/outgrow.co\/blog\/roi-calculator-website\">ROI<\/a> for our efforts?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The good news? You can! With a little structure, up-front work and consistency, your content marketing can yield recognizable results. Luckily, to make things easy, we have made a checklist.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">You\u2019ll be able to measure if your content marketing strategy is working if:<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"1_You_understand_what_%E2%80%9Cworking%E2%80%9D_means\"><\/span><strong>1. You understand what \u201cworking\u201d means<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">First things first \u2013 if you don\u2019t know where you\u2019re going, it\u2019s hard to know if you\u2019ve arrived. Make sure you\u2019re setting the right kinds of goals for your content.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">What does a successful content strategy look like for your business? How to find if your marketing is working and what about sales? Product? Customer success?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Some marketers set their intentions through \u201cmission statements\u201d \u2013 the CMI survey says only 28% of marketers do that, but 77% of the most effective content marketers have a clear sense of what \u201csuccess\u201d looks like.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">For example, your statement of success could look something like:<\/span><\/p>\n<blockquote><p><span style=\"font-size: 14pt;\"><em><strong>\u201cA successful content marketing strategy for my business will use educational content to create better-educated and better-qualified leads for our marketing and sales teams. It will also provide use cases for our product marketers and content for customer success to improve the way our customers work with our product.\u201d<\/strong><\/em><\/span><\/p><\/blockquote>\n<p><span style=\"font-size: 14pt;\"><br \/>\nIt\u2019s not a specific goal, but it gives your team a clear vision of what should be happening when your content strategy works.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Youve_set_measurable_goals\"><\/span><strong>2. You\u2019ve set measurable goals<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">OK, so now you know what success looks like for your content strategy. Next question: how will you know you\u2019ve succeeded?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The best business goals can be measured with the tools available to you. One of the most popular frameworks for setting action-oriented goals is the SMART acronym:<\/span><\/p>\n<p style=\"padding-left: 30px;\"><span style=\"font-size: 14pt;\"><strong>S<\/strong>pecific<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <strong>M<\/strong>easurable<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <strong>A<\/strong>greed upon<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <strong>R<\/strong>ealistic<\/span><br \/>\n<span style=\"font-size: 14pt;\"> <strong>T<\/strong>ime-Based<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">You\u2019ll also need to consider the different goals at each stage of your customer\u2019s journey through<\/span> <span style=\"font-size: 14pt;\">your content. Most marketers segment this in terms of the funnel: top, middle and bottom.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16849 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Funnel.png\" alt=\"content-funnel-content-marketing-strategy-checklist\" width=\"744\" height=\"892\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Funnel.png 744w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Funnel-250x300.png 250w\" sizes=\"(max-width: 744px) 100vw, 744px\" \/><\/p>\n<p style=\"text-align: center;\">Source: <a href=\"https:\/\/www.socialmediatoday.com\/marketing\/2015-03-23\/optimizing-b2b-content-marketing-funnel-turning-contacts-clients\" target=\"_blank\" rel=\"noopener noreferrer\">Social Media Today<\/a><\/p>\n<h3><strong>Top of the funnel \u2013 Awareness and Attraction stage<\/strong><\/h3>\n<p><span style=\"font-size: 14pt;\">At this stage, you\u2019re working to help people recognize a specific problem they\u2019re having. Content at this stage should be educational, address your audience\u2019s pains and avoid an overly sales-y tone.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Goals you would set at this stage would be things like, \u201cGrow traffic to cornerstone content about account-based marketing by 20% in 3 months.\u201d<\/span><\/p>\n<h3><strong>Middle of the funnel \u2013 Consideration stage<\/strong><\/h3>\n<p><span style=\"font-size: 14pt;\">In the middle stage, people are now more aware of their pain and that they should be thinking of ways to solve it.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Here\u2019s where you start to introduce the idea that your company might solve their problem and draw them a little deeper into your funnel. You\u2019ll do things like lead nurturing here, where you keep in touch with prospects who expressed interest in your content and gave you an email address in exchange for something you created.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The goals you create for the content at this stage might be something like, \u201cIncrease email list subscribers by 40% in 6 months.\u201d<\/span><\/p>\n<h3><strong>Bottom of the funnel \u2013 Decision and Closing stage<\/strong><\/h3>\n<p><span style=\"font-size: 14pt;\">Once your prospect understands that a) they have a problem they should be solving and b) your company solves that problem, then they\u2019ll be ready for conversion-oriented content. Here\u2019s where you convince them that your product is worth purchasing.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The goals you create for this level of content will be related to conversions \u2013 did people buy? Remembering the SMART acronym, you might make it, \u201cX new customers per content offer,\u201d or \u201cDeliver X sales qualified leads (SQLs) to the sales team every month.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Youre_tracking_the_business-wide_content_metrics_that_matter\"><\/span><strong>3. You\u2019re tracking the business-wide content metrics that matter<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">Stating SMART goals sets you up for better tracking. Now you know what you\u2019re aiming for, and you can work on how to measure it.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">You\u2019re spending a ton of effort (and thus, money!) on your content marketing efforts \u2013 how will you know what it\u2019s really costing you to reach those goals you set?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">This is the heart of your content marketing return on investment (ROI), and it comes from tracking the right big-picture metrics. Two of the most important are:<\/span><\/p>\n<h3><strong>Cost of Acquiring a Customer from Content Marketing (CAC)<\/strong><\/h3>\n<p><span style=\"font-size: 14pt;\">This is the make-or-break-you metric. Acquiring a customer through content marketing costs money \u2013 you need to know exactly how much. You can calculate this via an equation:<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Cost of your content marketing effort over a specific period of time \/&nbsp;divided by the number of customers acquired directly attributable to content efforts over the same period of time<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">To be able to calculate that number, you\u2019ll need to know how much time, money, and other resources you spent doing content marketing.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">You\u2019ll also need to be able to track a prospect who came into your funnel through your content all the way to a purchase decision. The best way to do that is via marketing automation platforms that let you apply a tag to a person when they enter your content ecosystem. That tag follows them all the way until they become a paying customer.<\/span><\/p>\n<h3><strong>Customer Lifetime Value for Customers Acquired Through Content Marketing (CLTV)<\/strong><\/h3>\n<p><span style=\"font-size: 14pt;\">While leading content marketing experts like Kissmetrics call CAC the \u201cone metric that can determine your company\u2019s fate,\u201d it\u2019s important to understand that you can\u2019t use CAC in a vacuum.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">For example, what if you find out that your CAC is $20. Every customer you gain through your content marketing efforts costs you $20.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">So&#8230;now what? Is that good? Bad? How do you know?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">You can only grade that CAC if you put it in the context of <strong>how much that customer will be worth to you in the long run.<\/strong><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">That metric is called customer lifetime value (CLTV or just LTV).<\/span><br \/>\n<span style=\"font-size: 14pt;\"> This tells you how much customers you gain through content marketing are likely to spend with your company over a typical customer lifetime.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">This metric tells you tons of important things. It\u2019s how you learn if your customers through content marketing differ in any way from customers acquired through other means.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Do they spend more than customers you get through paid acquisition? Less? Are they interested in different products?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">It also tells you if your CAC is too high or low. If the customers you acquire through content marketing spend an average of $1000 over their lifetime, then you may deduce that it\u2019s worth spending $20 to acquire them.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Youre_tracking_the_content-level_content_metrics_that_matter\"><\/span><strong>4. You\u2019re tracking the content-level content metrics that matter<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">Go beyond looking at things like \u201ctraffic.\u201d What are your conversion-level metrics telling you? Make sure you\u2019re digging a little deeper and looking at your numbers per piece of content.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Here are a few things you can be looking at for every piece of content you produce:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\"><strong>Length of time on page:<\/strong> You have to be a little careful of putting all your stock in this statistic, because it doesn\u2019t tell you anything about whether someone was reading the entire time or if your page just sat open in their browser, but it\u2019s a pretty useful stat to triangulate with other engagement numbers.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Scroll depth:<\/strong> This stat measures how far readers scrolled through your written web content. You can use the video equivalent of minutes watched for video content.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Conversions on your calls-to-action:<\/strong> Of course, conversions are always the point, but this stat can tell you a lot about effectiveness too. You can test what kinds of CTAs work best (in-line, end of the page, designed or text-based), or see what kinds of content prompt people to convert the most.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Social shares:<\/strong> Like time on page, this stat isn\u2019t a standalone indicator because it doesn\u2019t tell you about engagement and may have nothing to do with, but it\u2019s a good one to track.<\/span><\/li>\n<li><span style=\"font-size: 14pt;\"><strong>Traffic sources:<\/strong> The proportion of direct, search, and referral traffic to specific content pieces can tell you a lot about what\u2019s effective. For instance, if you\u2019re getting a lot of referral traffic from a forum like GrowthHackers or Inbound.org, you can compare it to other cross-posting you do.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">All of this will give you a much better sense of what\u2019s making your content strategy work \u2013 or not. Emerging trends can help you decide things like what type of content to produce, lengths of content, which pieces give you the most ROI and more.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_You_can_project_success_at_each_stage\"><\/span><strong>5. You can project success at each stage<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">You wouldn\u2019t expect your two-year-old to play a Mozart concerto the way an adult could.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">A lot of content marketers measure \u201cmaturity\u201d when it comes to content the same way \u2013 you can\u2019t expect as much of your brand-new content marketing effort as you can of a fully mature strategy.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Your definition of success and your goals should evolve as your content marketing strategy matures.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-16850 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Strategy-Maturity.png\" alt=\"content-strategy-maturity-content-marketing-strategy-checklist\" width=\"545\" height=\"664\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Strategy-Maturity.png 545w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Strategy-Maturity-246x300.png 246w\" sizes=\"(max-width: 545px) 100vw, 545px\" \/><\/p>\n<h3><strong>New to the game<\/strong><\/h3>\n<p><span style=\"font-size: 14pt;\">This stage covers everything from \u201clet\u2019s try this content marketing thing\u201d to at least a year of consistent content production.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Content marketing is a long game. You need to give yourself time to find the right audiences, figure out the right publishing consistency and promotion strategy, give your audience a chance to engage with your content and become loyal consumers, build your lists \u2013 you get the idea!<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Your goals at this early stage will be related to growing your channels and getting enough traffic to be able to experiment and test. You\u2019ll be looking at things like:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">&nbsp;Email subscriber lists growth<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Traffic to your main channels<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Social platform growth<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">What types of content produce your best engagement<\/span><\/li>\n<\/ul>\n<h3><strong>Humming right along<\/strong><\/h3>\n<p><span style=\"font-size: 14pt;\">Once you\u2019ve passed about a year of consistent content production and you\u2019ve seen some solid growth in your channels, you can think about adjusting your goals. You\u2019re an established content brand now. You have people who read or watch what you create.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">At this point, you\u2019ll have enough data to start creating your own benchmarks (more on that later), and understand what you can expect from your content operation.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Your goals should get much more specific and be tied to specific outcomes: a certain percentage of email list growth or numbers of sales-qualified leads, for instance.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">You should also be able to start testing more effectively. Use A\/B split tests and controlled marketing experiments to figure out new ways to create and deliver content \u2013 complacency is the enemy of success when it comes to content.<\/span><\/p>\n<h3><strong>Seasoned content producers<\/strong><\/h3>\n<p><span style=\"font-size: 14pt;\">At this point, you should be seeing some serious results across your business. You may still be ironing out different aspects of measurement or getting content to work across all your internal teams (more on that later), but overall, you\u2019re on track to meet your more advanced goals, or you\u2019ve at least run enough tests that you understand what works for your audience.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">For content marketers at this level, the goals shift to using content ROI to drive company initiatives forward. If you know you can expect a certain return \u2013 say a 22 percent conversion rate from your SlideShare channel \u2013 you can use that information to create specific strategies.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Let\u2019s say you need content to support an enterprise-level account-based sales push. Knowing what you know about your audience and the way they respond to content, you can create a SlideShare-based lead magnet with the expectation of a certain return on the cost and effort to create that piece.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Youre_using_benchmarks\"><\/span><strong>6. You\u2019re using benchmarks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">Industry-wide benchmarks like the CMI report we\u2019ve been referring to can be enormously helpful when you\u2019re starting out and unsure what others are doing. Understanding trends and best practices can help you experiment with what works for your company.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Ultimately, though, you should be benchmarking against your own successes.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Remember when we talked about what \u201csuccess\u201d means for your company? The answer to that question will be different for everyone. It\u2019s little use benchmarking against other companies when their answer might be pretty darn different.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">For example, a company\u2019s click-through rate for a certain type of call-to-action might be 80 percent. Naturally, you\u2019re thinking that\u2019s an awesome click-through rate and you might rush to implement that same CTA. But their approach might not work in your industry, and your customers might respond differently.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Which is more useful?<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">Knowing another company did way better than you on their recent email drip campaign, or<\/span><\/li>\n<li><span style=\"font-size: 14pt;\">Knowing you once did way better on an email drip campaign than your most recent one?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">In situation number one, you\u2019ll never know enough to really iterate on that information. In scenario two, you can take concrete steps to assess what went wrong, because you know your prospects should have responded better.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"7_Your_internal_teams_use_content_effectively\"><\/span><strong>7. Your internal teams use content effectively<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">Content isn\u2019t just for marketing. Your content strategy can span your entire company.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">One sign of a fully integrated and effective content strategy? When teams other than your content marketing team seek out your content and use it well for their own roles.<br \/>\n<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-size: 14pt;\">Sales trust your sales enablement content. Customer success relies on your content on a daily basis to help customers succeed with your product. Your events team routinely references your content on the exhibit hall floor when visitors ask where they can learn more about the company.<\/span><\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><img decoding=\"async\" class=\"aligncenter wp-image-16847 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Bridge.jpg\" alt=\"content-bridge-content-marketing-strategy-checklist\" width=\"800\" height=\"600\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Bridge.jpg 800w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Bridge-300x225.jpg 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Bridge-768x576.jpg 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Bridge-94x70.jpg 94w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2016\/01\/Content-Bridge-600x450.jpg 600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/span><\/p>\n<p style=\"text-align: center;\">Source: <a href=\"https:\/\/www.socialmediatoday.com\/social-business\/2015-04-21\/content-bridge-between-b2b-sales-and-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">SocialMediaToday<\/a><\/p>\n<p><span style=\"font-size: 14pt;\">Those scenarios only happen if your content aligns with all of those teams\u2019 missions as well \u2013 and when that happens, job well done!<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"8_Your_prospects_reflect_your_messaging_back_at_you\"><\/span><strong>8. Your prospects reflect your messaging back at you<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">If your content marketing strategy is good enough to successfully create content loyalists out of strangers, you\u2019ll start to see an interesting phenomenon with your prospects:&nbsp;<em><strong>As they move further down your funnel, they should start to absorb your marketing messages and reflect them back at you as they engage with your company.<\/strong><\/em><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Imagine this scenario:<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Someone who knows little about graphic design but wants design work done for their company might approach a design agency\u2019s content knowing little about what they want.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">They start to consume articles about color theory, the latest design trends, what people should understand about designers. They attend webinars about user experience design and the way design shapes customer behavior. Throughout this process, the agency is trying to teach the prospective customer one message: <em>good design makes your product easier to use.<\/em><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Through that process, they\u2019re absorbing that message. By the time they\u2019ve reached the point where they\u2019re talking to a salesperson or making a purchase, they have internalized the idea that good design will make their product easier to use.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"9_Your_content_promotes_itself\"><\/span><strong>9. Your content promotes itself<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">We\u2019ve talked a lot about metrics and funnels and goal-setting in our earlier points. Here\u2019s one thing every marketer should also know. Your content marketing strategy needs to pass the suck test and the share test.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">On a gut, instinctual level&#8230;does your content suck? If you have the gut feeling that it\u2019s possible that maybe it could potentially sort of, well&#8230;suck&#8230;then there\u2019s your first problem.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">If you\u2019re shaking your head vehemently and thinking, \u201cNo way, our content does not suck!\u201d then you move on to the next test.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Would you share your own content? Is it awesome enough that you\u2019d want everyone you admire to associate you with that content?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><em>(For instance, a <a href=\"https:\/\/outgrow.co\/blog\/courses\/lead-generation-with-calculators\/\">calculator<\/a> from Outgrow makes a pretty darn cool and shareable piece of interactive content. Just saying\u2026)<\/em><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">These simple, no-data-needed tests help you iron out one of the biggest reasons content marketing strategy fails. Simply put, your content needs to be good. There\u2019s too much stuff out there now for mediocre content to get you anywhere.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Your audience will do the same instinctual \u201cDoes it suck?\u201d and \u201cShould I share this?\u201d test in their own minds. Creating brand loyalists for your content requires content that\u2019s a cut above.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">If you\u2019re like us and you\u2019d <em>really<\/em> prefer some kind of metric to go along with the \u201cHow good is our content, really?\u201d question, you can look at things like the <strong>percentage of referred visitors<\/strong> or your <strong>social share<\/strong> statistics.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"10_Youre_so_busy_youre_no_longer_wondering_if_its_working_%F0%9F%98%89\"><\/span><strong>10. You\u2019re so busy you\u2019re no longer wondering if it\u2019s working \ud83d\ude09<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\">OK, so this is a little facetious, but you\u2019ll find that this one\u2019s true too. It\u2019s easy to spend a lot of time wondering if your content marketing is working&#8230;when it\u2019s clearly not working. If you\u2019re not getting traffic or none of your visitors take the step to become leads, then you\u2019re probably wondering, \u201cIs this working?\u201d<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Now, if your pipeline is packed and you\u2019re pleased with your attributable content metrics and you\u2019re delivering excellent leads and fulfilling all your goals, then you\u2019re probably not wondering if your content marketing strategy works \u2013 it clearly does.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">If you\u2019ve read through this post because you\u2019re not sure if your content efforts work, then take a look back through our signs of a successful content marketing strategy. Think about each one as it applies to your company, and remember that content marketing is all about the right content in front of the right people for the right reasons.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Is Your Content Marketing Worth All The Effort? Consult Our 10 Point Checklist If you\u2019re like 88% of B2B marketers, you use content marketing. If you\u2019re like 70% of B2B marketers, you know your content marketing strategy isn\u2019t that effective or you\u2019re unsure if they\u2019re effective. The average B2B company spends 28% of its annual&#8230;<\/p>\n","protected":false},"author":20,"featured_media":49018,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[267],"tags":[112,98,634],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Your Content Marketing Worth The Effort? Strategy Checklist<\/title>\n<meta name=\"description\" content=\"Successful content marketing demands consistency and high-quality. 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