About this eBook
The dashboard looks healthy, sales is missing its number, and next quarter's calendar reacts to whoever asks loudest. A content audit tells you what you have. It can't tell you whether it's the right content for the revenue plan, or which buyers you're missing entirely.
This executive guide shows B2B CMOs and VPs of Marketing a more strategic way to see what content is doing for the revenue plan: content coverage. It walks through three steps, map, plan, and justify and report, with the templates to find your biggest gaps, build a calendar with a reason for every item, and give the board a more complete report.
What's inside
- Audit vs. coverage: why an inventory of URLs can't tell you if your content is built for the plan, and what coverage measures instead.
- Step 1, Map: agree segments and buyers with sales, calculate how much content your plan needs, then tag every asset by segment, buyer and stage to find the gaps.
- Step 2, Plan: turn gaps into six measurable coverage objectives and a content calendar ranked by share of plan.
- Step 3, Justify and report: the four metrics the board needs, a sample scorecard and plan slide, and a quarterly coverage report.
- Ready-to-use templates: revenue plan, tagging spreadsheet, gap patterns, objectives and calendar.
The TL;DR
- Content is a big investment with no line of its own. It draws on people, tools, agencies and paid media, so what it buys is hard to see and harder to defend.
- An audit shows what you have. Coverage shows if it's the right content. It maps every asset to the segment, buyer and funnel stage it serves, and measures that against the revenue plan.
- Gaps rarely spread evenly. Most libraries grew around the first buyer the team sold to. The roles that join a deal later, often finance, legal and IT, tend to have the least.
- Start with coverage, then build the calendar. Rank the gaps by revenue so every slot, and every hour of your team's time, has a reason behind it.
- Report coverage alongside performance. Performance shows whether content was seen. Coverage shows whether it was aimed at the plan.
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