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.

1. ARE YOU CONTENT MARKETING READY?
ASSESS YOUR READINESS WITH BLUECHIP COMMUNICATION’S CHECKLIST
Stage 1: Stage 2: Stage 3:
Audit & Assess Design & Develop Rollout & refine
Input
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
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As at 5 March 2013. Email contentready@bluechipcommunication.com.au
twitter.com/BlueChip_Comm
for the lastest version. We update our checklists with best practice regularly