LEFACECONTENT MARKETING

ASSESSMENT

For your content marketing program to drive results, each element needs to work toward the same goal.

Use this assessment to determine which goal is right for you, and fill in the corresponding template to align your content

to that goal.

Looking for more guidance? Contact LeFace to set up a call to go

over your assessment and answer any questions you might have.

BRAND AWARENESS

GOAL: LEAD GENERATION

GOAL: THOUGHT LEADERSHIP

GOAL: SEARCH ENGINE OPTIMIZATION

DELIVERABLES DELIVERABLES DELIVERABLES

• Guest-contributed content• Press mentions• On-site content• Gated content• Email newsletters• SEO audits• Paid amplification• Organic social media collateral• Social following growth

• Guest-contributed content• Press mentions• On-site content• Book production• Email newsletters• SEO audits• Paid amplification• Organic social media collateral• Social following growth

• Technical website audit• Keyword research• Guest-contributed content• PR mentions• On-site content

SUCCESS METRICS SUCCESS METRICS

SUCCESS METRICS

• Average lead score• Clickbacks to website• Return visitor rate• Lead conversions

• Finish rate on articles• Social media shares across platforms• Engagement score• Content syndication• Organic brand-building opportunities

(speaking engagements, awards, podcasts)

• Search visibility• Keyword rankings• Organic search traffic

TECHNICAL REQUIREMENTS

TECHNICAL REQUIREMENTS

TECHNICAL REQUIREMENTS

• Website CMS and blog• Marketing automation system• Sales CRM• Access to website analytics• Access to social media profiles

• Website CMS and blog• Access to website analytics• Access to social media profiles• Email automation

• Website CMS and blog• Access to website analytics

CONTENT MARKETING ASSESSMENT HOW TO REACH YOUR COMPANY’S GOALS WITH CONTENT

IF YOUR GOAL IS TO GENERATE LEADS

CONTENT MARKETING FOR LEAD GENERATION

TOP OF THE FUNNEL

REACH A NEW

AUDIENCE

MIDDLE OF THE FUNNEL

EDUCATE AND

CONVERT

BOTTOM OF THE FUNNEL

NURTURE AND

ENGAGE

GUEST- CONTRIBUTED

ARTICLES

PRESS MENTIONS

ON-SITE CONTENT

GATED CONTENT

EMAIL DRIP CAMPAIGN

EMAIL NEWSLETTER

WHY IT WORKSWHAT IT ISTACTIC

Articles that offer unique insights from your subject matter expert(s) in publications your audience reads

• Educate your audience• Build trust• Establish your expertise• Earn third-party validation

References to your company in articles published on reputable sites that reach your target audience

• Earn third-party validation• Establish your expertise• Create positive associations

• Educates your audience• Builds trust• Improves your website’s SEO• Highlights your offerings

Blog posts, case studies, infographics, etc., that live on your company’s website and address topics your audience is interested in

Content on your site — housed behind a form — that people can download in exchange for personal information, such as an email address

• Educates your audience

• Generates leads• Establishes your expertise

A series of emails that automatically follow up with a lead after he or she downloads an offer on your website

• Nurtures leads• Educates your audience• Highlights your offerings

Packaged content, delivered regularly to your audience’s inbox, that incorporates both educational and engaging elements

• Educates your audience• Keeps your company top of mind• Offers company updates• Highlights your offerings

TECHNICAL REQUIREMENTS

Website with CMS and blog Marketing automation system Sales CRM Access to your website’s analytics Access to your social media profiles

AMPLIFICATION TOOLS

SEO AUDITS: Perform technical audit, keyword audit, and competitor analysis to ensure your content is optimized for search engines.

PAID AMPLIFICATION: Amplify content to your target audience through programmatic advertising on social media.

ORGANIC SOCIAL MEDIA: Engage your social media followers with consistent content.

FUTURE PLANSCURRENT CADENCECOMPANY STATUS

TOP OF THE FUNNELREACH A NEW

AUDIENCE

MIDDLE OF THE FUNNEL

EDUCATE AND

CONVERT

BOTTOM OF THE FUNNEL

NURTURE AND

ENGAGE

GUEST-CONTRIBUTED

ARTICLES

PRESS MENTIONS

ON-SITE CONTENT

GATED CONTENT

EMAIL DRIP CAMPAIGN

EMAIL NEWSLETTER

TACTIC

CONTENT MARKETING ASSESSMENT GOAL: LEAD GENERATION

SEARCHENGINE

OPTIMIZATION

PAID AMPLIFICATION

ORGANIC SOCIAL MEDIA

FUTURE PLANSCURRENT CADENCECOMPANY STATUS

CONTENT AMPLIFICATION GOAL: LEAD GENERATION

TECHNICAL REQUIREMENTSWEBSITE CMS + BLOG SALES CRM MARKETING AUTOMATION WEBSITE ANALYTICS

SUCCESS METRICSSUCCESS METRIC

Goal: SUCCESS METRIC

Goal: SUCCESS METRIC

Goal:SUCCESS METRIC

Goal:

IF YOUR GOAL IS TO BUILD THOUGHT LEADERSHIP

CONTENT MARKETING FOR THOUGHT LEADERSHIP

NURTURE AND

ENGAGE

ON-SITE CONTENT

WHY IT WORKSWHAT IT ISTACTIC

Blog posts, whitepapers, case studies, infographics, etc., that live on your company’s website and address topics your audience is interested in

TECHNICAL REQUIREMENTS

A website with CMS and blog

Access to your website’s analytics

Email marketing/marketing automation system

Access to your social media accounts

AMPLIFICATION TOOLS

PAID AMPLIFICATION: Amplify content to your target audience through programmatic advertising on social media.

ORGANIC DISTRIBUTION: Engage your social media followers with consistent content.

EMAIL MARKETING: Stay top of mind with your audience through email newsletters and drip campaigns.

GUEST-CONTRIBUTED

ARTICLES

PRESS MENTIONS

Articles that offer unique insights from your subject matter expert(s) in publications your audience reads

• Educate your audience• Build trust

• Establish your expertise• Earn third-party validation

References to your company in articles published on reputable sites that reach your target audience

• Earn third-party validation

• Establish your expertise

• Create positive associations

TOP OF THE FUNNEL

REACH A NEW

AUDIENCE

MIDDLE OF THE FUNNEL

EDUCATE AND

CONVERT

BOTTOM OF THE FUNNEL

EMAIL NEWSLETTER

Packaged content, delivered regularly to your audience’s inbox, that incorporates both educational and engaging elements

• Educates your audience• Keeps your company top of mind• Offers company updates• Highlights your offerings

BOOK

• Educates your audience

• Establishes your expertise• Creates potential press, speaking,

and award opportunities

A more in-depth exploration of a topic that offers your target audience examples, experiences, takeaways, and context

• Educates your audience• Builds trust• Improves your website’s SEO• Highlights your offerings

FUTURE PLANSCURRENT CADENCECOMPANY STATUSTACTIC

NURTURE AND

ENGAGE

ON-SITE CONTENT

GUEST-CONTRIBUTED

ARTICLES

PRESS MENTIONS

TOP OF THE FUNNEL

REACH A NEW

AUDIENCE

MIDDLE OF THE FUNNEL

EDUCATE AND

CONVERT

BOTTOM OF THE FUNNEL

EMAIL NEWSLETTER

BOOK

CONTENT MARKETING ASSESSMENT GOAL: THOUGHT LEADERSHIP

PAID AMPLIFICATION

FUTURE PLANSCURRENT CADENCECOMPANY STATUS

CONTENT AMPLIFICATION GOAL: THOUGHT LEADERSHIP

TECHNICAL REQUIREMENTS

SUCCESS METRICSSUCCESS METRIC

Goal:SUCCESS METRIC

Goal:SUCCESS METRIC

Goal:

ORGANIC SOCIAL MEDIA

SEARCHENGINE

OPTIMIZATION

WEBSITE CMS + BLOG SOCIAL MEDIA ACCESS MARKETING/EMAIL AUTOMATION WEBSITE ANALYTICS

IF YOUR GOAL IS TO IMPROVE YOUR WEBSITE’S SEO

CONTENT MARKETING FOR SEO

STEP 1

BUILD A STRONG

FOUNDATION

STEP 2

BUILD AUTHORITY BACKLINKS

NURTURE AND

ENGAGE

TECHNICAL AUDIT

KEYWORDRESEARCH

GUEST-CONTRIBUTED

ARTICLES

PRESS MENTIONS

ON-SITE CONTENT

WHY IT WORKSWHAT IT ISTACTIC

An audit of your website to ensure it’s set up to maximize and measure your SEO efforts

• Ensures the future content we createwill be rewarded by search engines

• Aligns efforts and campaigns

A targeted list of keywords created from a deep dive of your website’s search visibility, your competitors’ rankings, and your future ranking opportunities

• Shapes our content strategy for SEOmaximization

• Aligns efforts and campaigns

• Educates your audience• Builds trust• Improves your website’s SEO• Highlights your offerings• Fills your website with high-quality,

keyword-optimized content

Blog posts, whitepapers, case studies, infographics, etc., that live on your company’s website and have been optimized for your keywords

TECHNICAL REQUIREMENTS

A website with CMS and blog

Access to your website’s analytics

AMPLIFICATION TOOLS

PAID AMPLIFICATION: Amplify content to your target audience through programmatic advertising on social media.

ORGANIC DISTRIBUTION: Engage your social media followers with consistent content.

EMAIL MARKETING: Stay top of mind with your audience through email newsletters and drip campaigns.

STEP 3

Articles that offer unique insights from your subject matter expert(s) in publications your audience reads that allow follow links and have a high domain authority

• Educate your audience• Establish your expertise• Draw authority backlinks to your

website

References to your company in articles published on reputable sites that reach your target audience, have a high domain authority, and allow follow links

• Earn third-party validation• Establish your expertise• Create positive associations• Draw authority backlinks to your

website

*Note on Leveraging Content:Although they’re not essential to reach SEO goals, these tools are recommended to best amplify efforts from a content marketing perspective.

[INSERT COMPANY]’S CONTENT MARKETING ASSESSMENT [INSERT COMPANY]’S GOAL: SEO

STEP 1

BUILD A STRONG

FOUNDATION

STEP 2

BUILD AUTHORITY BACKLINKS

NURTURE AND

ENGAGE

TECHNICAL AUDIT

KEYWORDRESEARCH

GUEST-CONTRIBUTED

ARTICLES

PRESS MENTIONS

ON-SITE CONTENT

STEP 3

FUTURE PLANSCURRENT CADENCECOMPANY STATUSTACTIC

EMAIL MARKETING

PAID AMPLIFICATION

FUTURE PLANSCURRENT CADENCECOMPANY STATUS

CONTENT AMPLIFICATION GOAL: SEO

TECHNICAL REQUIREMENTSWEBSITE CMS + BLOG WEBSITE ANALYTICS

SUCCESS METRICSSUCCESS METRIC

Goal:SUCCESS METRIC

Goal:SUCCESS METRIC

Goal:SUCCESS METRIC

Goal:

ORGANIC SOCIAL MEDIA

(Note: Although they’re not essential to reach SEO goals, these tools are recommended to best amplify efforts from a content marketing perspective.)

EXAMPLEHere is an example of how a company might

fill out this assessment.

FUTURE PLANSCURRENT CADENCECOMPANY STATUS

TOP OF THE FUNNELREACH A NEW

AUDIENCE

MIDDLE OF THE FUNNEL

EDUCATE AND

CONVERT

BOTTOM OF THE FUNNEL

NURTURE AND

ENGAGE

GUEST-CONTRIBUTED

ARTICLES

PRESS MENTIONS

ON-SITE CONTENT

GATED CONTENT

EMAIL DRIP CAMPAIGN

EMAIL NEWSLETTER

TACTIC

EXAMPLE CONTENT MARKETING ASSESSMENT EXAMPLE’S GOAL: INCREASE REVENUE WITH CONTENT MARKETING

N/A 0/year 2/quarter

- Utilizing XYZ PR company- Carrie oversees- Spending $5K per month

1/month- Additional 2/quarter- Messaging focused onCEO’s thought leadership

- 2 freelance writersghostwriting blog posts- Carrie oversees freelancewriters

8/month- Add 1 long-form blogpost/month from a keyemployee

N/A 0/year- Create 2 whitepapers/year with landing pagecopy

N/A 0/year -Create drip campaigns foreach whitepaper

- Carrie creating andoverseeing- Curated blog posts- Utilizing HubSpot

1/quarter -Increase to 1/month

SEARCHENGINE

OPTIMIZATION

PAID AMPLIFICATION

ORGANIC SOCIAL MEDIA

FUTURE PLANSCURRENT CADENCECOMPANY STATUS

CONTENT AMPLIFICATION EXAMPLE COMPANY’S GOAL: INCREASE REVENUE WITH CONTENT MARKETING

TECHNICAL REQUIREMENTSWEBSITE CMS + BLOG

WordPressSALES CRM Freshsales

MARKETING/EMAIL AUTOMATION MailChimp

WEBSITE ANALYTICS Google Analytics

SUCCESS METRICSLEAD CONVERSIONS Current: 15 Leads/Month

AVERAGE LEAD SCORE Current: No lead scoring

CLICK-BACKS TO SITE Current: N/A

NEW VISITORS (BLOG) Current: Not Tracking

- Keywords developed in 2017- SEO agency currently building

links

- 3 links/month - Integrate keywords into on-site and off-site content

- Technical website audit

N/A N/A- 3-month test of paid forcontent amplification

- Part-time employees writingthought leadership posts forsocial

- Carrie overseeing

- 2 Facebook/week- 2 LinkedIn/week- 5 Twitter/week

- Twitter following growth forCEO

- Need social posts forpublished articles

Have questions about the results of your content marketing assessment? Contact us.

LeFace is a brand community agency skillfully operating in the name of design, content, events, and everything that make you stop and pay

attention.