Define the content system
Audience research.
Topic strategy.
Editorial calendar.
Content production.
SEO.
Distribution.
Repurposing.
Measurement.
Separate strategy from writing
A strong writer is not automatically a content strategist, and a strategist may not be the best person to produce every asset.
Ask how distribution works
Publishing is only one step. Clarify how content reaches search, email, social, communities or other relevant channels.
Content without distribution is inventory.Understand how the work is expected to reach the people it was created for.
Define success
Useful metrics depend on the objective and may include qualified traffic, leads, engagement, backlinks or revenue.