Q1 Do you have written brand guidelines (mission, positioning, audience, do's and don'ts)?
No Informal notes only Documented but rarely referenced Documented and used by everyone making content
Q2 Is there a brand asset kit (logos, colors, type, lockups) every creator can access?
No kit A few files in a folder Organized kit but out of date Current, versioned, easy to find
Q3 Do you have a searchable media library (photos, b-roll, graphics, reusable assets)?
No Files exist but disorganized Organized but hard to search Tagged, searchable, regularly updated
Q4 Is your brand voice and tone documented with real examples?
No Loose guidance only Written but no examples Written with do/don't examples per channel
Q5 Do you have reusable templates for your main content formats (posts, carousels, video, articles)?
No A couple for one format Most formats covered Every format has a template tied to a pillar
Q6 How often do you run a structured competitive content analysis?
Never Once a year or less Quarterly Monthly with documented takeaways
Q7 How often do you refresh audience research (interviews, surveys, listening)?
Never Once a year or less A few times a year Continuously, with notes feeding the calendar
Q8 Do you use AI assistants tailored to your brand voice and pillars?
No Generic AI tools only Custom prompts saved somewhere Custom assistants trained on your voice, pillars, and examples
Q9 Is there a knowledge base capturing positioning, talking points, FAQs, and proof points?
No Scattered docs Central doc but stale Central, current, and fed into AI and onboarding
Q10 How developed is your newsletter as an owned channel?
No newsletter Sporadic sends Regular schedule, steady list Regular schedule, growing list, clear value ladder
Q11 Do you publish long-form content (articles, essays, deep dives) on a real cadence?
No Rarely Monthly At least twice a month, tied to pillars and SEO
Q12 Do you run a podcast or audio show (own, guest, or branded)?
No Guest appearances only Own show, inconsistent Own show on a real cadence with repurposing built in
Q13 How developed is your video presence (YouTube, shorts, social video)?
None Occasional clips Regular short-form Long-form and short-form running together with a clear strategy
Q14 Is SEO part of your content strategy (keyword research, on-page, internal linking)?
No Ad hoc Some pieces are optimized Built into briefs, calendar, and reporting
Q15 Do you have a documented repurposing matrix (one asset becomes many across platforms)?
No We try to repurpose Informal pattern Documented one-to-many matrix run every time
Q16 Is there a cross-platform analytics dashboard your team actually uses?
No We check native dashboards Spreadsheet snapshot Live dashboard reviewed on a cadence
Q17 Can you tie content to pipeline, leads, or revenue?
No Anecdotal only Some attribution in place Clear attribution from content to pipeline and revenue
Q18 Do you run a real editorial calendar tool (not just a doc) that the whole team uses?
No Spreadsheet only Tool exists but underused Tool that owns status, approvals, and publishing
Q19 Are there SOPs or playbooks for each content type (brief, produce, approve, publish, report)?
No A couple of formats covered Most formats covered Every format has a documented playbook
Q20 Are roles and ownership clearly assigned (who writes, edits, approves, publishes, reports)?
No Mostly one person Roles exist but blur Each role is named and accountable
0/20 answered
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