A few weeks ago, I found a 20-question quiz whose answers reveal how much you know about your local environment. Take it, if you like—it includes things like:
• How many days ‘til the moon is full?
• Where does your garbage go?
• From where you’re reading this, point north.
As I tried (and failed) to answer all 20 questions, I started thinking it would be useful to have a comparable content marketing quiz—one whose answers could reveal how much we know about our work and help us identify and fill major knowledge gaps.
So I went and asked some content folks for their thoughts, collected a lot of potential questions,*** and re-organised them into the list you find below.
***I am forever a fan of crowdsourcing opinions & expertise. A lot of people shared their thoughts with me for this piece (thank you!), and I ended up having more than 50 questions to start from! Take a look →
💡 Where are you at? A content marketing quiz 💡
These questions start wide and get progressively narrower. They can be split into 3 groups: business overview (1-6), content strategy & tactics (7-16), individual content assets (17-20).
- What are the business’ annual and quarterly goals?
- Who are our ideal customers?
- What are the 3 most common customer journeys?
- Who are we competing with, product- and content-wise?
- What are the key business problems we’re solving with content?
- What is our annual content marketing budget?
Content strategy & tactics
- What are our content goals?
- How do we measure success?
- How does our content marketing strategy impact business metrics (e.g. number of leads, conversion rates, revenue)?
- Who is our target audience?
- What content resonates the most with them?
- What stage(s) in the buyer journey are we creating content for?
- What content format(s) do we use?
- What are our main distribution channels?
- Which of our channels/pages/keywords/assets are the most successful?
- Who are the influencers and amplifiers in our space?
Individual content assets
- Who is this content piece for?
- Where in the customer journey should the audience encounter it?
- What audience question or problem are we addressing with it?
- What do we expect our audience to do after they interact with it?
- If you work in a Director or Senior strategic role, you should have an answer ready off the top of your head for questions 1-6, know most of the answers to questions 7-16, and be able to articulate one for questions 17-20 when you look at anything your team is producing.
- If you work in a mid-level strategic and/or content marketer role, you should have a solid understanding of questions 1-6, know answers 7-16 off the top of your head, and be able to articulate one for questions 17-20 when you look at or work on an individual asset.
- If you work in a writing role (both in house and as a freelance writer), answering questions 17-20 for everything you work on is a must, while being curious and proactive about finding answers to the other 15 questions will turn you into a valuable content partner.
Like all lists, this one is both incomplete and biased. It’s a good starting point, but probably the first of a few versions that will follow—do you have any advice on how to improve it?
PS: the good content folks at The Juice 🧃 are launching their creator pages today, which are awesome-looking and really handy aggregators of content from individual practitioners. I am one of the creators who got featured!, and they made me this nice banner to help you get there, have a look, and maybe follow me and a few others if what we do is relevant to you: