About this eBook
Your content dashboard looks healthy. Traffic is up, leads are up, and the calendar is full. Then the board asks what content is doing for the revenue plan, and the numbers you have can't answer. They count what you published and what got clicked, not which segments and buyers in the plan you're actually reaching.
This eBook shows CMOs and VPs of Marketing how to talk about content strategy the way the board talks about the business: by segment, buyer and share of the revenue plan. It covers why the audit, the dashboard and the calendar can't tie content to revenue, and a three-step way to map coverage, build a funded plan and report on it every quarter.
What's inside
- Four shifts in the conversation: from volume to coverage, requests to revenue, cost line to investment, and activity to strategy.
- Where content cost hides: the four budget lines content draws on, and why so much of that spend goes to content no one uses.
- Why today's planning can't be tied to the plan: what the audit, the dashboard and the calendar each miss.
- Six coverage scores: objectives that tie content to the revenue plan, with a baseline and target for each.
- Board-ready templates: the four metrics your content dashboard should show, a sample scorecard and plan slide, and six things to get right in the board conversation.
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.
- Your dashboard can't see what you never wrote. A whole segment in the plan can be ignored, and the report still looks healthy.
- 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. Come back to the board with the same scores every quarter. The trend is the story.
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