If you lead a B2B content team, here’s a question worth asking youself: how do you actually know if what you’re doing is working? 

Not just the metrics - the clicks, the views, the engagement rates. But the underlying operations. The strategy. The team set-up. The tools. The processes that determine whether your content program has a real shot at delivering results.

Most B2B content teams don’t have a clear answer to that question. And that’s not a criticism - it’s just the reality of working in fast-moving marketing departments where output often takes priority over audit.

That’s exactly why we built the B2B Content Operations Benchmark.

It’s a free assessment designed to give B2B content teams a clear, honest picture of where they stand - across content strategy, planning, operations, tech and team capability. And it replaces our original Content 10x Repurposing Effectiveness Scorecard, which we launched in 2022.

In this blog post and podcast episode we walk you through what’s new, why we felt it was time to rebuild our scorecard, and what the benchmark can tell you about your content operation.

Hit play to listen or keep reading.

• The B2B Content Operations Benchmark is a free assessment for B2B content and marketing teams
  
• It replaces our original Content 10x Repurposing Effectiveness Scorecard, first launched in 2022
• The benchmark covers three areas: Content Strategy & Planning, Content Operations & Technology, and Team Capability & Culture
• Benchmarks and assessments are one of the most effective and repurposeable content formats in B2B marketing, we explain why 
  

Our original scorecard launched back in 2022. At the time, it was focused on one thing: content repurposing. How effectively were B2B teams turning their long-form content into multiple formats?

It served its purpose. Thousands of marketers took it, and the feedback was consistently positive. People found it genuinely useful.

But the world of B2B content marketing has changed significantly in the years since. The questions we were getting from clients, podcast listeners, and the wider community reflected that shift. 

Teams weren’t just asking about repurposing anymore. They were asking about AI tools and workflows. About how content strategy connects to revenue. About team structure and capability. About measurement and attribution. 

The original scorecard couldn’t answer those questions, it was great but by design, quite narrow.

So we went back to the drawing board. Three years of working with B2B content teams, delivering our services, and speaking to hundreds of marketers gave us a much richer picture of what a truly effective content operation looks like. We used all of that to build something more comprehensive.

This section looks at whether your content program has the strategic foundations in place to do its job.

It covers things like: how clearly your content strategy is defined and connected to business objectives, whether you have a documented content plan, how well you understand your audience, and how intentional you are about the channels and formats you use.

A significant number of B2B content teams are producing content without a real strategy underneath it. This section helps surface that gap, and gives you a clear starting point for strengthening it.

This is where the benchmark looks at how your content actually gets made and distributed.

It covers your production processes, your use of AI tools, your repurposing workflows, your distribution approach, and whether you have the systems in place to scale output without burning out your team.

Content operations is one of the fastest-moving areas in B2B marketing right now. The teams that are getting ahead are the ones who have invested in their processes and infrastructure - not just in creating more content.

This section looks at the people side of your content operation.

It covers skills, training, team structure, leadership buy-in, and the culture around content within your organization. Because even the best strategy and the most efficient processes won’t deliver results if the team isn’t set up to execute.

One of the things we hear most often from B2B content leaders is that they’re operating without enough support - either in terms of headcount, budget, or organizational understanding of what it genuinely takes to do content well. This section helps you identify those gaps.

There’s a reason medical professionals don’t start treatment before running tests. Diagnosis comes first.

B2B content teams often skip that step. They jump straight to tactics, more content, different channels, new tools, without really taking stock of what’s really going on and the business priorities it supports. 

A structured assessment forces you to be honest. It asks you to look at your approach to content marketing objectively, across multiple dimensions, and give yourself a real score rather than a vague sense that “things are going okay.”

It also gives you something concrete to take to leadership. If you’re making the case for more resources, a new tool, or a restructured team, having a benchmark score that shows where you are - and where the gaps are - is far more persuasive than a general feeling that “content could be better.”

And for your own team, it creates a shared language. Everyone can see the results. Everyone understands what good looks like.

We designed the B2B Content Operations Benchmark to be completed in under 4 minutes – yep, we know how busy you are! It’s quick-fire, buckle up.

Once completed, you’ll get a personalized report with your scores, insights for each category, and recommended resources. The benchmark is free and all the resources shared are free as well.

Benchmarks, assessments, scorecards, diagnostics... whatever you choose to call them, are consistently among the highest-performing formats in B2B content marketing - and yet they’re sadly underused.

Here’s why we think every B2B content team should consider building one.

A well-designed assessment/benchmark gives respondents something an ebook, blog post or podcast episode can’t - a personalized, data-driven picture of where they stand.

That’s a different kind of value. It’s specific to them. It’s actionable. And it’s far more memorable than general advice, however good that advice might be.

Most B2B lead magnets offer information in exchange for an email address. Benchmarks go further. 

By the time someone completes a benchmark, they’ve invested time, they’ve reflected on their own situation, and they’ve essentially pre-qualified themselves. 

Someone who takes the B2B Content Operations Benchmark is telling us something important: they care about the quality of their content, and they want to know how to improve it. That’s a much warmer lead than someone who downloaded an ebook (we still like you all, of course!). 

Ah repurposing, our favorite topic!  

Every response to a benchmark creates data. Aggregate that data across hundreds or thousands of respondents, and you have something genuinely interesting - benchmark stats that no one else has, because the research is yours. 

That data can power a series of blog posts, a LinkedIn carousel, a webinar, a podcast episode, a report, or a PR pitch. And because the insights are original, they can’t be replicated by a competitor. 

For more of our views and tips on proprietary reports and research check out Creating and Repurposing B2B Research & Reports.  

We’ll be sharing insights from the B2B Content Operations Benchmark as responses come in. Watch this space. 

• The B2B Content Operations Benchmark is a free assessment covering Content Strategy & Planning, Content Operations & Technology, and Team Capability & Culture – take it now! (we’re offering a complementary 15-minute call to discuss results and next steps) 
• It’s a structured diagnostic that gives B2B content teams a clear picture of where they are and what to focus on next 
• Benchmark assessments are one of the best content formats in B2B marketing: they deliver personalized value, generate qualified leads, and create proprietary data you can repurpose across multiple channels – what could you create an assessment on? 

Thanks for reading. Let us know what you think on LinkedIn. 

Content 10x is the world’s leading content repurposing agency. Our expert team transform B2B content into multiple formats and distribute it across various platforms. We help maximize your reach and impact. We take your core content and we create an array of high-quality, engaging assets, including videos, podcasts, social media posts, and more. Trust the Content 10x team to enhance your content strategy and ensure your message is seen and heard by the right audience.   

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