Sending your company’s content to the world without knowing who it’s going to – or why they should be interested in it – is just as efficient as a paperboy while randomly rolling out roll-up newspapers on the street.
Sure, some will get caught or fall off the sidewalk, but most people in newspapers will hit the puddles, at empty stops, or under the wheels of a car, never to be read.
Online content is like those roll-up newspapers, except on a much larger scale. Millions of pieces of content around the web with the ability to be shared or ignored. The challenge is knowing which of your potential buyers’ content is really entangled – and what they are ignoring.
Measuring the ROI of a material is a continuing challenge for content creators. In fact, 90 percent of marketers are not sure how they are measuring the success of their content. This is painful when you consider the fact that their content can directly affect their conversion.
Scoring your content based on how many leads or opportunities of content you create allows you to estimate the actual success of your content and tailor future content to the behavior of your specific buyers.
The basic elements of content scoring boil down to these three aspects:
Knowing your buyers: The buyer is the key to creating content that converts. The more you know your potential buyers, the better you can use the content to influence your experiences and persuade them to buy into your brand.
Mapping buyer actions: Once you get to know your buyer personalities, it’s good to take each buyer’s actions to the web page you want to land on. This will help you think about how you want shoppers to react to certain types of content and predict the clicks and turns of their online journey.
Creating a journey: Different types of content have different levels of success, and some of the successful pieces will only work within certain stages of the customer’s experience. If a piece of material is converted at a higher rate, it must be repackaged as the acquisition material. Content that still has a good conversion rate should be deployed as mid-funnel pieces or nutritional materials.
Finally, look for content that takes action on pricing pages or other high-value pages. It should be late-stage content. Good content management is all about leading customers through the journey, from travel to shopping to clicking.
Once you are tracking your buyers, their actions should be clarified during the content journey so that you can score your content according to its efficacy and its place in the content funnel.
Nuts and Bolts: How to Score Stuff
Certainly it is easy to score your content. Here are the steps to most effectively score the content you produce:
Develop a lead-scoring model: Start buying steps, along with a fairly standard lead-scoring model wrapped with your content types. You will link the “light” material – the content that Jason Miller calls “Chocolate Cake Ingredients” on LinkedIn – with fewer dots than pieces of your heavily gated content.
These are your “sure guides”, and they focus on enabling the buyer to understand not only your solution, but how he or she will use it. Once you have the material deposited, supplement it with additional points for the material that will be carried forward into the journey of further travel. Think of it as an interest multiplier: If I consume 1 day of material, it says something, but if I consume the material on day 190, it represents a different level of investment.
Evaluate data regularly: This is a step that is often missed. We have to evaluate the data at least on a quarterly basis. Ideally, we want to follow it daily and determine the types and themes of future content production. When you are making your next piece of material, you have reached nirvana, based on what your buyers are asking for.
Benefits of content scoring.
While you may be reluctant to add one more step to your content workflow, you can make your team more efficient by scoring your content to see what content is working and clarifying that to reflect your end goal How to better shape the customer journey.
Scoring encourages quality over quantity.