Content Scorecard – Free Self-Assessment - Higher Ed

	A	B	C	D
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3	Content Strategy & Implementation
4	Audience Understanding
5	College or university has a documented content strategy with business-directed goals and a broad understanding its intended audience	5
6	College or university has clear, documented editorial pillars	5
7	College or university has a clear target audience and user personas	5
8	There is a clear concept of how the college or university will use various content at different parts of the user’s journey	5
9		20	=out of 20	100.00%
10	Execution & Governance
11	College or university has defined editorial process that governs ideation, production & analytics	5
12	College or university relies on a central calendar document or platform for publishing content	5
13	Planning calendar maps strategic pillars and personas to each piece of content	5
14	Social promotion is planned based on user journey respective to platform	5
15		20	=out of 20	100.00%
16	Qualitative Content Elements
17	Voice/Tone
18	Content is on-brand and aligns with brand’s voice	5
19	Content uses the right tone for the audience the purpose of the content (top-of-funnel, bottom-of-funnel, etc.)	5
20		10	=out of 10	100.00%
21	Substance
22	Content has clear value to the user based on where the user is in their journey	5
23	Content is thorough, including context and clear desired actions or takeaways	5
24	Content stands above similar/competitive content	5
25	Content has no factual errors	5
26		20	=out of 20	100.00%
27	Presentation
28	Consistent, industry-standard elements in presentation re: content type	5
29	Content can be read/watched/seen and understood easily	5
30	Written content is scannable (short paragraphs, clear headings, subheadings, bulleted sections, as applicable)	5
31	Published content has no typos or grammatical errors	5
32	Content includes effective graphics, as relevant	5
33	Calls to action are clearly, appealingly displayed and stand out visually from the content	5
34		30	=out of 30	100.00%
35	Measurement
36	Brand regularly measures content performance (downloads, time on page, applications, RFIs, etc.)	5
37	Brand implements improvements based on those learnings	5
38	Calls to action (downloads/purchases/etc.) are measured and optimized	5
39		15	=out of 15	100.00%
40	Technical Elements
41	SEO
42	Each piece of content published has strategically driven keyword-optimized page titles, metadata descriptions, headlines, subheads & image alt text descriptions	5
43	Recent (last 12 months) SEO optimization for all new and core legacy pieces of content, and for college or university content hub	5
44		10	=out of 10	100.00%
45	UX
46	Site has a logically structured and intuitive navigation structure	5
47	Site has a consistently implemented content structure & hierarchy	5
48		10	=out of 10	100.00%
49		135	135	100.00%
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