Content Marketing Questions
What to answer across Discovery, Strategy, & Delivery
Contents
Discovery
Performance Review
Audience Insights
Content Trends
Stakeholder Interviews
Strategy
Customer Journey
Content Platform
Themes, Topics, & Formats
Programming & Distribution
Delivery
Creative Briefs
Content Development
Partnerships
Operations
Discovery
Performance Review
What’s the overall performance of content compared to other activities?
Where are the gaps in performance across the customer journey?
How are brand-related pieces contributing to lower-funnel activities?
What’s special about the best-performing pieces?
Audience Insights
What are the key similarities and differences across the audiences?
What are the audiences’ content consumption behaviors?
What types of topics and conversations are most important to them?
What types of content formats and media platforms serve them the best?
Content Trends
Which themes, topics, and formats are trending?
How are platforms shaping content with features and ad integrations?
What does the landscape of creators and influencers look like?
What technology are people using to create and consume content?
Stakeholder Interviews
What’s being used to decide content priorities?
How are resources structured and deployed?
How do you work with partners?
What role does content play in the purchase and sales process?
What content do you admire in the market?
Strategy
Customer Journey
How is content being used to qualify audiences?
What are the best intent signals?
What are the KPIs, and how are they connected to signals?
What’s the investment ratio and role difference between brand-led and product-led content?
What are the roles of each channel across stages?
Content Platform
What does the audience value based on their interests and behaviors?
What utility is the brand providing, and how can that be expressed?
What cultural influences can you build equity in, both short- and long-term?
What’s the platform at the intersection of the audience, brand, and culture?
What are the practical criteria and filters for execution?
Themes, Topics, & Formats
What are the macro themes that can be used over a longer period?
What are the micro topics that can be adjusted in a short period?
Which formats can be used to elevate the packaging and delivery of content?
How are the themes, topics, and formats mapped to each audience and journey stage?
Programming & Distribution
What’s the overall publishing cadence?
What are the tent-pole moments?
What are the always-on drumbeats?
How is content tiered based on effort and shelf life?
What’s the production-to-promotion ratio?
Which platforms and partners should be included?
Delivery
Creative Briefs
What part(s) of the customer journey does this apply to?
Which audience segment is the focus?
What insights can shape the content?
What are the benchmarks / measures of success?
What are comparable examples based on budget, channels, and content type?
What serves as good creative inspiration?
Content Development
What themes and topics are the focus?
What format(s) will work best?
Which channels will be included?
What’s the KPI target?
What should the content look and feel like?
What’s the best resource to create the content?
Partnerships
What are the criteria for partner selection?
What partners can help create content?
What partners can help promote content?
What’s the best brief to provide partners?
How should proposals be assessed?
Operations
What’s the right team structure?
What are the roles and responsibilities across the team?
How much should be created in-house, with agencies, or with partners?
What processes and systems need to be implemented?
What should the technology stack be to support the strategy and execution?
