Authority Maturity Assessment

Strengths, priorities, and ideal strategic bets to grow your Authority

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Authority Maturity Assessment

This is an in-depth assessment made up of around 30 questions which cover the 4 different dimensions of personal brand Authority.

You’ll need to agree to the use of your responses so we can create the report for you.*

By using this tool you agree that the tool and any report generated as a result of your use of the tool is provided to you “as is”, without any warranty of any kind, either express or implied, including without limitation, fitness for a particular purpose or non-infringement, and without any warranty that the information obtained through the report is accurate, reliable or error-free. The entire risk arising out of utilizing the report remains with you. You understand and agree that any action you may take based on the findings of the report is done at your own discretion and risk. Any data you input into the tool may be anonymized and aggregated for use within and by Advantage Media.

I agree to Advantage Media's terms of service and privacy policy.

Let’s start with some details about yourself:

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Name*

First Last

Email*

Phone Number

Company*

Title*

Industry*

Annual Revenue*

Your Personal Thought Leadership

Authority-building, also known as thought leadership or personal branding, is about sharing one’s expertise and perspective for the purpose of educating and influencing an audience.

Examples of Authority-building can include professional speaking engagements, providing perspective to news media for a trending topic, or simply writing a series of blog articles to share your point of view on a topic with your LinkedIn audience of followers.

The following questions will help gauge your current state of authority.

My authority-building efforts are:*

Check all that apply.

Measurable

Data-informed, shaped by market feedback

Optimized with an ongoing continuous improvement strategy

Integrated across media platforms and channels (e.g., LinkedIn, personal website)

Aligned with an overall brand strategy

Aligned with my business goals

N/A: I have not prioritized thought leadership efforts

Please share your biggest concern(s) about expanding your thought leadership*

Check all that apply.

I worry that I may share company secrets or give away too much for free. I might be copied.

I don’t think people will care what I have to say - is it different enough?

I don’t have a lot of time. I would be interested if someone could execute thought leadership efforts for me.

I don’t know where to start. I need help sequencing and prioritizing efforts.

I worry this will be a distraction, either of energy or resources, from other necessary priorities.

None of these apply.

Earned Media (News Media)

Earned media refers to coverage that is “earned” rather than bought. Successful earned media includes securing media coverage on media outlets and digital publications. Typically, leaders achieve earned media coverage through their thought leadership and the support of a dedicated public relations team. Audiences are more likely to trust content they see in earned media than rented media because it is viewed as more objective.

What statement best describes my budget for earned media?*

I do not have any dedicated budget for public relations.

I have a budget I sometimes activate for public relations projects.

I have a dedicated, ongoing budget for public relations.

Please select the best answer to describe your PR resources:*

I do not have anyone who is identified as having meaningful public relations responsibility, internally or externally.

I have a partially dedicated internal public relations resource doing active pitching and managing media requests on my behalf.

I have a dedicated public relations resource, internal to my business, managing public relations efforts on my behalf.

I have a dedicated public relations resource, external to my business, managing my public relations efforts.

I have dedicated public relations resources, both internal and external to my business, managing my public relations efforts.

Which best describes your approach to earned media?*

No (or very limited) proactive media pitching of myself as a resource on core topics of expertise.

Some proactive pitching to offer myself as a resource to the media on topics of expertise.

Active, continuous pitching of my core messages to the media

Proactive pitching of myself as a resource to provide perspective on trending topics that may be related or unrelated to my core topics

I don't pitch myself to the press. Media comes to me as a go-to resource for news stories they are covering.

Which best describes your relationships with the media?*

Choose the option that best fits.

I have limited or no existing media relationships.

I have some media connections, mainly local and through social media.

Reporters in my local/regional area or in my industry regularly reach out to me for comment on stories they are working on.

Reporters from national and internationally focused outlets reach out to me for comment on stories they are working on.

Which best describes your results from earned media (as a contributor or expert resource)?*

No, or occasional, results; usually local or regional in nature.

Quarterly to monthly results; usually local, regional, or industry-focused in nature.

Consistent monthly or more frequent results; usually local, regional, or industry-focused in nature.

Continuous (weekly) placements; some national or international, in addition to local, regional, and industry-focused.

Messages I’m sharing with reporters (and placing in earned media) can best be described as:*

Not Applicable: I’m not sharing my expertise with reporters or receiving any media opportunities.

Focused on topics related to my business or professional expertise.

Business and industry focused primarily, with some flexibility to tie to local and regional events and affairs.

A combination of industry-centric, of national interest, and occasionally beyond my core expertise because I offer a unique point of view.

Flexible to any topic. Educational, innovative, and opinionated. Can focus on industry or beyond, and of national interest.

When it comes to speaking opportunities:*

I am not interested in speaking and would turn down opportunities if they come my way.

I have not done much speaking but would like to speak at events.

I have spoken at local and regional events.

I have served as a panelist or session speaker at industry conferences.

I have been an unpaid keynote speaker at large industry conferences.

I have been a paid keynote speaker at large industry conferences but it’s not a core source of income.

I make my living as a paid keynote speaker.

Owned Media

Owned media refers to media that is on a platform that you own. Most frequently, owned media refers to your personal website and all content and digital assets hosted there. Unlike with rented and earned media, you control the portrayal of your message and brand experience on owned media. This gives you the upper hand over rented and earned media where you cannot “own” the connection with your audience.

My “owned media” assets include:*

Check all that apply.

A media kit.

A speaker’s reel.

High-value photography of me positioned as an authority (e.g., speaking on a stage, image with book on Times Square Billboard).

Partnerships with other brands that elevate my credibility.

Media icons from earned news placements.

Awards and recognition.

None of the above.

Please select the best answer to describe your content development and marketing resources:*

I do not have anyone who is identified as having meaningful content marketing or social media responsibility.

I have a partially dedicated internal resource doing active content management and amplification on my behalf in owned and social channels.

I have a dedicated content marketing resource, internal or external to my business, who meets some of my needs but not all.

I have dedicated content marketing resources, internal or external to my business, who meet all of my needs.

Creating and publishing a book is:*

Select the best option.

Something I don’t think about doing.

Something I aspire to do

Something I am in the process of doing.

Something I have done.

Something I have done more than once.

When thinking about my content:*

Check all that apply.

I post unique content regularly (1x/week or more) on social media.

I post unique, education-focused videos on my social media platform(s) and/or website.

I have on-demand or live video/podcast programming with a regular cadence of new episodes.

Paid sponsors or advertisers help offset my costs and monetize my content.

Guests or contributors pitch me to be included in my content channel/program.

My program or content platform is branded with a unique name.

None of the above.

When I communicate with my audience, I:*

Mainly promote my business solutions (promotional).

Share even mix of promotional and educational content to grow my audience skills in a topic area

Mainly provide educational content for prospects and customers.

Mainly provide educational content that is widely viewed as the "place to go" for industry topics, whether they are a customer or not.

I don’t regularly communicate outside of networking and transactional communications in the sales process.

When it comes to creating a personalized experience for my audiences, I:*

Treat them the same, offering the same experiences and communications to all -- letting them decide what messages resonate.

Offer some personalized experiences, mainly based on where they are in the sales cycle.

Offer personalized experiences based on personas, where a person is placed in a communication grouping based on behavioral demographic data or self-reported preferences.

Offer a 1:1 personalized and responsive experience for audiences at all stages of the journey (prospects, customers).

I leverage artificial intelligence to support the following activities:*

Check all that apply.

Public relations (e.g., round up of trending news)

Content generation for inspiration or topic research

Content writing

Content editing

Efficient review and synthesizing of large amounts of content

Content personalization

Campaign optimization

Faster decisions

None of the above

Rented Media

Rented media refers to posting on platforms that you do not own. The most common examples of rented media are social media and advertising platforms. Here, you operate on someone else’s terms of service and must adhere to their policies. A skillful thought leader uses rented media to reach more of their audience and keep them engaged.

My social media following can best be described as:*

Select the best option.

My audience on my top social channel includes fewer than 1,000 connections.

My audience on my top social channel includes more than 1,000 but fewer than 2,500 connections.

My audience on my top social channel includes more than 2,500 but fewer than 7,500 connections.

My audience on my top social channel includes more than 7,500 but fewer than 15,000 connections.

My audience on my top social channel includes more than 15,000+ connections.

My social media content strategy consists of:*

Check all that apply.

I don’t have one

Commenting on or sharing news observances and holidays

Sharing personal stories and perspectives about my life and personal passions.

Sharing business (promotional) successes, such as client wins or company news such as position openings.

Providing perspective about topics of expertise that are aligned with news stories.

Providing perspective about topics of expertise that are not necessarily tied to today’s news but offer more insight into my profession.

Original video on professional topics of expertise.

Breaking news stories, creating news and tagging brands and/or journalists as relevant.

When thinking about my paid advertising budget:*

I have no, or limited, in-house expertise or budget dedicated to this area but feel I could benefit if I were more invested or had greater expertise.

I have no, or limited, investment in this area and am not reliant on paid advertising to help me achieve my growth objectives.

I have some in-house expertise and budget dedicated to this area, but I feel it could be a more productive part of my growth strategy.

I have significant budget dedicated to this area and my performance data indicates a strong and growing return for the investment.

I am heavily invested in paid advertising and have concerns about diminishing returns and sustainability.

Think about how your paid media efforts are integrated with your owned media assets and channels. When it comes to amplifying your personal “thought leadership” content :*

For example, when you post an article on your website, do you share it on your social media platforms and “boost” it with a paid budget to reach more people than just your existing audience?

I don’t use paid media to expand the reach of my content to new audiences.

I occasionally use paid media to expand the reach of my content to new audiences.

I regularly use paid media to expand the reach of my content to new audiences.

I invest paid media in the following*

Check all that apply.

Partnerships/sponsorships

Speaking engagements/conferences

Digital search or social media platforms

Paid content media

Digital display media

TV/Radio advertising

Podcast advertising

Print/digital publications

Out-of-home advertising (such as billboards or transportation venues)

Other

Whether I use it today or not, I have expertise (internally or externally) in:*

Check all that apply.

Partnerships/sponsorships

Speaking engagements/conferences

Digital search or social media platforms

Paid content media

Digital display media

TV/Radio advertising

Podcast advertising

Print/digital publications

Out-of-home advertising (such as billboards or transportation venues)

Other

No expertise in paid media channels.

When it comes to my thought leadership goals, a paid media strategy is:*

Not something I would consider for reasons of principle. I am against paying for this.

Not something I have considered for reasons of budget and/or expertise.

Something I occasionally leverage because I don’t have significant budget or expertise, or both.

Something I “pulse” with an on/off strategy that is based on seasonality or need.

Something that is “always on” – it’s important to my goals and is working in an integrated manner with my owned and earned media efforts.

Brand Strategy

Brand strategy encompasses the identity of your brand—how it is portrayed, marketed, and perceived by the public. A documented strategy includes your value proposition, purpose, target audience(s), key messages and a phrase or sentence that describes what you want your audience to think and feel about your brand. Brand building efforts are aimed at boosting your brand’s discoverability, differentiating your customer experience and leveraging customers as a strategic asset, and navigating partnerships with external brands. Your brand strategy should drive business decisions and, ultimately, help you outperform your competitors.

My brand strategy:*

Does not exist.

Can be clearly articulated but is not documented.

Is documented but I have not built audience personas or validated the strategy with audience or client feedback.

Is documented and fed by audience feedback, and is used mainly by marketing and sales.

Is documented and fed by audience feedback, and is used throughout the organization (beyond marketing and sales).

Brand strategy is wholly differentiated in the category and is used as the basis for all key decisions throughout organization.

Search engine optimization (SEO) is the practice of orienting your website to rank higher on a search engine results page so that you receive more traffic. Thinking about this, my SEO approach is best described as:*

I don’t have an SEO plan or resources today.

I know what search terms I’d like to be found on and have tried some efforts to position myself but have had limited or no measurable success so far.

I have an operational SEO plan that includes keyword research/monitoring and have had some success but would like to see more.

I have a full SEO strategy in place. My name/brand shows up under key terms. I can measure success in driving website traffic from these efforts and possibly even conversions.

My traffic and business is driven somewhat or primarily by SEO efforts. I hold a top position on many primary keywords I desire to be discovered on.

When considering consumer ratings and review sites (e.g., Google, Amazon), my brand-building approach is best described as:*

Not monitoring or managing these.

Aware of reputation on third-party sites and have run campaigns or proactively asked customers 1:1 to contribute.

Having an ongoing campaign to generate reviews and monitoring reputation regularly.

Asking for reviews at all touchpoints, monitoring and responding to reviews as needed.

Serving as a model for others, with continuous and very high ratings. When negative reviews rarely occur, turn these to positive outcomes.

Thinking of external brands and partners that you have relationships with, please select the most accurate statement:*

I don’t have any significant brand partners in my category, beyond my own education/skills credentials and associations in my industry.

I have a few valuable brand associations, either from earned media placements in reputable publications or connections/customers with “brand” names.

The associations I have with partners, clients, or internal talent lift the trust and credibility with my brand in the eyes of my current and future customers.

The associations I have with partners, clients, or internal talent lifts trust and credibility for my brand and has led to some pricing leverage and strong brands that want to partner with me.

My brand is highly sought after to lift the value of other brands, and I can afford to be very selective in my associations.

In thinking about my customer relationships:*

Check all that apply.

I feature customers in case studies and testimonials.

I have a customer rewards/loyalty program in place.

I provide exclusive audience offerings to VIP customers

I have a customer referral program in place.

I selectively include customers in my ongoing education programming to give them more exposure to audiences and help elevate their brands.

None of the above

Regarding the volume of Google searches on my brand name and resulting website traffic (if applicable):**

I have no idea what this volume is and don’t measure trends.

I am driving some organic brand traffic but the volume is inconsistent or insignificant.

I am realizing some trending success on brand terms, traffic increases to my website, and conversions on my website calls-to-action.

Organically-driven brand visitors are a significant source of traffic to my site and a key driver of my business.

Please choose the response that best resonates.*

One of my greatest challenges is brand awareness. I believe I have a solid brand strategy and unique message but I don’t know how to expand my reach with my budget and/or expertise.

I have some brand awareness and it is growing, but not fast enough. I would like to grow my market share-of-voice.

Few people know me outside of my sector/industry, but my name and message carry weight in the industry. I would like to expand my reach to new sectors, if feasible, and continue to grow and make an impact with my message.

I have strong brand awareness within and outside my category. Brand awareness for me or my business brand(s) is not a core focus because I have a very strong share-of-voice wherever I want to be known.

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Maturity Assessment Logic

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Authority Maturity Assessment

Authority Maturity Assessment

Let’s start with some details about yourself:

Your Personal Thought Leadership

Earned Media (News Media)

Owned Media

Rented Media

Brand Strategy

Maturity Assessment Logic

Marketing Parameters