Shubham DaveyYour content strategy is failing. It's costing you more than just time & money.
Here are 12 brutally tough questions you should ask yourself to validate your content marketing strategy 👇🏻
Q 1. "Does every piece of content have a documented purpose tied to revenue?"
If you can't explain how a blog post/ebook/video directly contributes to lead generation or sales pipelines, it's likely filler material.
Q 2. "What percentage of revenue can be directly traced to content efforts?"
No vague "brand awareness" excuses - demand hard attribution through first-touch conversions and CRM tracking.
Q 3. "Are you creating TOFU/MOFU/BOFU content in balanced ratios?"
Most fail with 80%+ top-of-funnel blog posts and 0% bottom-funnel case studies that actually convert potential customers into paying customers.
Q 4. "When did high-performing content last drive a closed-won deal?"
Social media vanity metrics (likes/shares) mean nothing if sales teams can't trace opportunities to specific assets.
Q 5. "What percentage of content has ZERO engagement or conversions?"
If over 30% of content sits unused/unlinked, you're wasting your budget on production. Either update or delete & repurpose.
Q 6. "Does content explicitly address financial/compliance risks, keeping buyers awake?"
Generic "thought leadership" rarely moves needles - surgical pain-point content does. Create "thought leadership" with the intent to build trust & convert.
Q 7. "Are you repurposing trash content, hoping it'll magically improve?"
Underperforming content should be killed, not recycled through new formats.
Q 8. "How does your content depth/quality compare to competitors' top assets?"
If their product comparison guides have 10x more data sheets and user testimonials, you're losing & you know what to do.
Q 9. "Is your SEO strategy driving demo requests - or just blog traffic?"
Ranking for "industry trends" keywords ≠ conversions. Bottom-funnel keywords are the king.
Q 10. "What tangible proof exists that content changed buyer behavior?"
Can you find some data about which post increased the trial signups?
Something like, "After reading [post title], 63% of trial users upgraded."
"We got 10K views" is just dull.
Q 11. "Have you ruthlessly pruned content that doesn't serve customer needs?"
The 80/20 rule applies: 20% of content drives 80% of results. Cut the rest.
Q 12. "When did your last interview lose deals about content relevance?"
If you're not hearing "your content didn't address our security concerns" objections, you're flying blind.