If you would like to improve your online visibility, you will need to be present on social networks because all the big search engines like Google and Yahoo are increasingly incorporating social media data into their results.
The whole purpose of writing and publishing strategy is to engage readers that will convert into leads. The whole purpose is to generate a pipeline of leads that generates money.
Maturity models are a good help to benchmark the organization against the best practices. There are many maturity models proposed by experts on this topic, this is just another proposal.