Score your content against the HR buyer journey. Identifies gaps, grades your content mix, and maps what to build next. Total score: 85 points.
The HR buyer realizes they have a problem but hasn't started looking for solutions.
| Content need | You have this? | Quality (1-5) |
|---|---|---|
| Content naming the problem clearly | Y / N | |
| Benchmark data showing where buyer stands vs. peers | Y / N | |
| Regulatory content creating urgency | Y / N |
Buyer is exploring approaches — not vendors yet. Asking "what are my options?"
| Content need | You have this? | Quality (1-5) |
|---|---|---|
| "How to" guides educating on the approach | Y / N | |
| Buyer's guides for the category | Y / N | |
| Content framing the decision criteria | Y / N |
Buyer has a shortlist and is comparing options.
| Content need | You have this? | Quality (1-5) |
|---|---|---|
| Comparison pages (you vs. alternatives + status quo) | Y / N | |
| Case studies with named companies and results | Y / N | |
| Product demos, screenshots, or previews | Y / N | |
| Integration ecosystem documentation | Y / N |
The champion needs to justify the purchase to the buying committee. This is where most HR Tech deals die.
| Content need | You have this? | Quality (1-5) |
|---|---|---|
| ROI calculator or TCO analysis | Y / N | |
| Executive summary champion can share with CHRO | Y / N | |
| Implementation timeline and resource requirements | Y / N | |
| Security and compliance documentation | Y / N |
Can your champion build a complete business case without talking to sales? If no, you're creating a dependency that slows pipeline. Self-service 80% of business case materials from your site. Sales fills in the final 20%.
| Content need | You have this? | Quality (1-5) |
|---|---|---|
| Customer references or peer conversations | Y / N | |
| Implementation / onboarding guide | Y / N | |
| Clear pricing model or cost-per-employee framework | Y / N |
Total Journey Coverage Score: _____ / 85
| 70-85 | Comprehensive — focus on quality and distribution |
| 50-69 | Good foundation with specific gaps — the gaps are where you're losing deals |
| 30-49 | Significant holes — content probably weighted toward one or two stages |
| Below 30 | Rebuild from the buyer journey up |
The champion needs to win each of these conversations. Do you have content for them?
| Champion needs to... | Content that helps | Have it? |
|---|---|---|
| Justify cost to CFO | ROI calculator, TCO comparison, cost-of-doing-nothing | Y / N |
| Show IT it won't break things | Integration docs, security certs, SSO, implementation plan | Y / N |
| Prove it works for similar companies | Case studies matched by industry, size, use case | Y / N |
| Address procurement concerns | SLA docs, data processing agreement, uptime history | Y / N |
| Explain why now | Regulatory urgency, competitive pressure, cost of delay | Y / N |
1. Intent over volume. "Best HRIS for 500 employees" converts 10x better than "HR software."
2. Own comparison searches. "[Competitor] alternative" and "[Category] comparison" — if you don't rank, you're invisible during evaluation.
3. Compliance creates urgency. ACA, FLSA, state-specific changes drive high-intent, time-sensitive search.
4. Don't compete with SHRM. Focus on the intersection of HR challenges and technology solutions.
Always build bottom-of-funnel content first. Stage 4-5 content directly influences revenue now. Top-of-funnel builds pipeline over months.
Your #1 content gap closest to revenue:
Start there.
Need more than a template?
Fractional CMO leadership for HR Tech companies.
Email: christen@cgm-marketing.com | cazimimarketing.com/contact-me