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What's Your Content Marketing Score?

How well do you know your target customer?
We know exactly who buys our product/service, what their issues are and how to get our information in front of them.
We have some information on who’s bought from us in the past, but we know there are a lot more opportunities out there.
We have several different types of customers, but we could use some help knowing who to target.
We haven’t been producing content for anyone in particular.
How much content do you currently generate?
We have an editorial calendar planned out for at least 6 months and produce weekly content in the form of thought leadership articles, blogs, webinars and other campaigns.
We write a few blog posts per month that we share on social media.
It’s an on-and-off pattern. Sometimes we’ll write a couple blog posts a month and sometimes we won’t publish for months at a time.
We haven’t touched our blog or social media channels in quite a while.
What types of content do you currently produce?
We generate a full range of multimedia content on a regular basis (blogs, video, infographics, webinars, etc.)
We put out a newsletter and write a few blogs when we have time. Sometimes we’ll do a webinar.
We post to our blog every time there’s a big company update.
We haven’t touched our blog or social media channels in quite a while.
What’s your conversion strategy for lead generation?
We put a gated asset or offer of some form in every blog post to add value and capture more data on prospects.
We can tell that more people are coming to our website and how they’re getting there, but we don’t know who they are unless they fill out the ‘contact us’ form.
The ‘contact us’ form on our website is the primary method for people to get in touch with us.
We don’t have a strategy for lead generation in place.
Do you use a marketing automation system to push out content?
Yes, we have a marketing automation tool and consistently send out information, create workflows and nurture leads to direct prospects through his/her buying journey.
Yes, we use it to send out our monthly newsletters and announce whitepapers and webinars and other assets.
No, we know that marketing automation is important, but want to develop a strategy before moving forward.
No, we’re not exactly sure what marketing automation is, or don’t think it’s valuable.
How well do you know your prospects’ digital behavior?
We can pull up any lead record in our CRM and see every campaign we’ve ever sent to them, whether or not they’ve clicked on any of the links, and every web page they’ve viewed on our site and when.
We have a CRM, but it’s mainly used by our sales people. Marketing doesn’t really do anything with it.
We track web visits through Google Analytics, but we can’t tell who they are.
We aren’t set up with a CRM or Google Analytics.
What’s your follow-up process when a marketing qualified lead is generated?
We follow up and begin a nurturing process and provide additional content in the follow up. We then convert the relevant prospects into appointments for a closer.
We add them to our email newsletter list.
We generate quite a few MQLs for our sales people, but they haven’t been high quality leads.
We wait for people to reach out to us.
How do you track and analyze the data you collect from marketing efforts?
We build reports in our CRM on a regular basis, and we can tell exactly when a suspect becomes an MQL and predict with some certainty how many will be turned into appointments and ultimately into a sale for the company.
We know that our web visits have gone up since we started producing content, and we know that our sales have gone up—but we can’t tell you exactly where they came from.
We measure success by the amount of 'contact us' form replies we receive.
We have no idea.
How committed is your organization to using content marketing to develop a sales pipeline?
Our executives are fully behind a content marketing strategy. We’ve conducted research, developed a plan, and are executing on that plan with predictable results. We also know where to invest money to increase our sales volume.
We’re committed to investing in content marketing because we think it’s the best opportunity for lead generation, but we’re unsure of how to proceed and how much to spend.
Our executives still believe that adding sales people and making them dial for dollars is the best opportunity to generate new sales.
We aren’t sure that content marketing is right for our company.
How well are your sales and marketing departments aligned?
Marketing and Sales are considered one department in our company. Everyone knows their role and how it contributes to the sales process.
Marketing and sales are different departments. Marketing generates leads and sales people follow up on them.
Marketing’s job is branding and positioning. It’s sales’ responsibility to prospect and close.
We don’t have enough resources to have marketing and sales departments for the company.
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