Based on the advent of online marketing, creating high impact content has become a key component of any marketing organization. While the content remains a central piece, marketing organizations are often found grappling with the calculation of ROI for the content development efforts.
There are content marketing metrics that can provide some understanding of how content performs such as in terms of pageviews, conversions and other aspects. However, they don’t indicate on why your content is performing.
Here are some points that throw more light on content scoring and why does it play a key role in identifying elements that help you maintain the consistency of your content performance.
What Is Content Scoring?
It is a process to assess and quantify the correct potential of your content via a method of tracking the content performance in terms of generating and converting leads.
There are various formats of content catering to different types of readers and customers, adding value to your efforts. Thus, there should be a strategic approach in staging these valuable reads at different stages of your funnel tactics. For e.g. a blog is a great way to entice the first-time visitor whereas a case study is more efficient in offering insights and generate leads.
Once the first step is standardized about characteristically segregating and formulating your content, it becomes easy to understand the elements that are contributing towards high content performance.
Why Content Scoring is so Important in Content Creation?
Current breed of marketers dwell on content rather than paid adverts. Therefore, it becomes all the more imperative to maximize the focus on your content marketing efforts. Content Scoring is helpful in streamlining the process of content creation and setting up the right goals for the entire team and realize them.
By proper analysis and review before publishing the content, the advantage is you are more assertive about its performance rather than harping on the guesswork or assume whether or not to publish the blog, etc. Utilizing the analyzed data ensures that your content is efficient enough to generate desired outcome and marketing it confidently.
Creating High-Quality Content
Presently the quantum of content that is being generated by companies and other sources, both online and offline is humungous. It is both a good and a bad news – while it provides umpteen platforms to showcase your content, same time it requires very high-value and engaging content to attract the prospects.
Content scoring provides a more meaningful understanding of exactly how and why your content has performed which further sets a roadmap for your team to work on similar lines and churn high-quality content.
Establishing Thought Leadership
Offering high-quality content will help you set competitive advantage and a benchmark in the industry. While consistently providing high scoring content you can head towards establishing your own topics and keywords. The same content will further leverage your audience to visit your site and engage with your brand and thereby set new business standards, developing thought leadership.
Artificial Intelligence in Content Creation
AI has taken every industry by storm and content marketing is not untouched by that. As the years go by, leading organisations will be embracing the technology and incorporate that in their content marketing efforts.
Processes such as the time spent on content creation – some of it is spent on creative content whereas a large amount of time is invested in replying to emails, sending notes and data analysis. The latter are mundane and non-essential tasks that can be replaced through automation while you utilize your freed up time in planning your next campaign, ideation and unique content creation.
Analysis of Content Marketing Data
As discussed, a larger portion of your daily tasks is consumed in analyzing the content you’ve created before which can be taken over by an efficient AI platform, such as Atomic Reach, that quickly analyzes the content you have created and parallelly establish trends for your team to use as inputs in future.
Factors like click through rates, word count, time spent of pages and conversions have a lot of potential to establish trends in understanding the key elements that lead to high performance of any content. Finally, you have the option to activate these insights, through content scoring, successfully set a trigger in creating high-quality content and streamline your content marketing strategy.
Despite multiple efforts if your content marketing strategy fails to deliver desired output, its time that you embrace content scoring that efficiently analyzes every piece of content before publishing. It is an ongoing process which should start right away as you are reading the article and surely you will see remarkable difference in your content marketing endeavors if the content scoring initiative is implemented consistently.