In this competitive B2B marketing landscape, businesses make substantial investments in building content marketing programs.
Why? Content marketing has been proven to deliver resounding success.
As one of the most effective methods of growing audience engagement, developing your brand presence, and driving sales, content marketing is a mission-critical growth method for most businesses.
But without a deep understanding of the relationship between quality and audience responses, your content marketing program can fail to achieve success.
Consistent, high-quality, and engaging content impacts audience decision-making more than any other technique.
Conventional content metrics like page views, unique views, and social media traction are reliable measures of metrics like size of audience, distribution strategy effectiveness, and SEO spend, but they don’t necessarily reveal the impact of quality on audience engagement.
Without a complete view into quality-based performance metrics, content marketing ROI is often diminished.
One particularly beneficial assessment of quality is content scoring.
What is content scoring?
- Content scoring is the process of assessing and quantifying the true potential of content by tracking how individual content pieces perform in generating and converting leads.
As an innovative content marketing metric, content scoring helps marketers prioritize only the content assets that have a higher probability of generating and converting leads.
Here’s an excellent infographic that explains how content scoring can work.
In addition to delivering a scientific method of assessment to writing, content scoring is a reliable and predictive method of evaluating the “engagement potential” of an individual piece of content before it's published.
The Value of Creating Consistent Content
Consistency in brand messaging is one of the many factors that determine the growth and success of your business. Big brands know how to portray their brand consistently and at every customer touch point.
The same reasoning applies to content marketing, as well — your content needs to carry a unique and identifiable voice, style, and pitch across all distribution channels.
Content consistency establishes your credibility, builds your trust, and strengthens your reputation.
- According to Forrester, a consistent customer experience helps build a trusted brand.
- A study by McKinsey & Company reveals consistency is the secret ingredient to making customers happy across their entire journey with your business.
- Research by TechiPedia established that consistent brands are worth up to 20% more than those that aren’t.
There is a ton of evidence that proves consistency in content and brand messaging can catapult a business to the pinnacle of success. The problem, though, is that it’s difficult to maintain the consistency, particularly when you’re scaling your campaign.
Picture this: A brand publishes content created by hundreds of content writers. How can they ensure the voice is consistent across all content assets and distribution channels?
3 Reasons Why Content Scoring Is a Crucial Step in Content Development
As more businesses are increasing their content marketing budget, there’s never been a better time to incorporate content scoring metrics into your marketing campaign.
With the help of content scoring, the Red Hat marketing team improved their content marketing performance and offered great value to their audience.
Here are a few reasons why content scoring can help you build content that resonates with your target audience.
1. Increased audience retention.
Great content is an important asset. It has the ability to create a positive experience for your potential customers and compel them to come back for more. It’s your ticket to capturing your audience’s attention and continually reinforcing a positive brand impression.
When you employ content scoring and measure your content against your target audience, your content has a higher probability of resonating with your prospects.
In short, content scoring helps you develop more engaging content for capturing new prospects and retaining your existing ones.
2. Improvement in content quality.
Improving the quality of your content is pivotal to the success of your content marketing campaigns.
The quality of your content is relative to your audience’s profile. With a better understanding of your audience’s needs, you can offer content with higher resonance. But improving your content is a gradual process, and you need to continually measure and analyze your audience’s responses to understand and improve on the elements that matter to them most.
This is where scoring content can help. When you incorporate content scoring into the content creation process, you develop a better understanding of your audience, how your writing influences their perceptions, and how language causes them to act.
3. Better social media traction.
It’s one thing to increase your social media followers across channels, and it's quite another to create content that trends.
If you’re one of those businesses that doesn't see much traction despite having a huge follower base, it’s time to review and audit your content.
How to Score Your Content
Writers and content creators often find it difficult to quantify what recipe works for their content and for their audience. By scoring your content, you're able to objectify that process and use the same recipe repeatedly to create similarly successful content.
Here’s how to score your content using your HubSpot tools.
- Establish scoring criteria. To develop an effective content scoring system, you need to establish a foundation built on whichever engagement metric has the greatest impact on your content. For some, it may be pageviews, for others it could be reshares.
- Create a HubSpot campaign. Once you've identified which metric matters to you most, create a HubSpot campaign and add the successful content that meets your metric threshold. For example, if you decide that 1,000 pageviews is high performing, include all the content assets that meet said criteria.
- Monitor content performance. Measure how each new piece of content you create is performing. As certain content assets meet your success metric — 1,000 page views, for example — add them to the campaign. Continue adding content to build a small sample size of high-performing content.
- Evaluate what works. Now that your high-performing content is segregated, you can further analyze what makes your content perform. Although it's difficult to quantify, you can discover patterns within your content that you can then replicate.
- Rinse and repeat. Although these patterns are always changing, this manual process is an effective way to score your content and take action on your insights in the future.
This can be a tedious process, and it only scrapes the surface of a true content scoring system, but it's a thorough and important process to implement.
For more effective and efficient results, you can use an automated tool like Atomic AI to help you score your content in more granular patterns.
Content scoring helps your brand set a benchmark for itself, moving you closer to understanding customers’ buying stages and expectations.
When you've established the content types that work for a specific customer segment, you can easily replicate your success over and over again.
Originally published Nov 17, 2017 11:00:00 AM, updated December 01 2017