The quality of a brand’s content can mean the difference between success and insignificance in the business to business (B2B) market. Content marketing has been shown to increase business success rates, and assists in growing brand awareness, encouraging audience engagement, and increasing sales.
However, it requires a deeper understanding of the relationship between quality content and audience response in order for a content marketing program to achieve success.
Why Creating Consistent Content is Valuable
Being consistent in brand messaging can contribute to the growth and success of any business. Understanding how best to portray a brand, and being consistent in that portrayal, ensures greater brand recognition and reliance.
The same can be said of content marketing. A brand’s content needs to be unique and identifiable in voice, style, and pitch. Consider easily recognisable jingles, and how successfully they are remembered and relied upon. Content consistency creates credibility and trust, strengthening reliability and building brand reputation. Inconsistent content can create a reputation of being unreliable and untrustworthy. A recent study by TechiPedia found that consistent brands are worth 20% more than competitors who aren’t consistent.
While research has shown the benefits of consistency in content creation, it can be difficult for a business to maintain consistency when scaling a campaign. For example, if a brand publishes content written by multiple content writers, how would they be able to ensure a consistent voice throughout all of the content? This is where content scoring can assist.
Conventional content metrics, such as page reviews, unique views, and social media traction can be reliable in determining audience size, distribution strategy, and SEO spend, however, they may struggle to indicate how quality can impact audience engagement. It can be argued, therefore, that consistent, high-quality, and engaging content impacts audience decision-making more than any other technique, because it takes into consideration audience interaction. It requires a holistic view of quality performance metrics to determine whether content marketing is providing good ROI. One particularly beneficial method used to assess quality is content scoring.
Content scoring is used to accurately assess and quantify the potential of content by monitoring how individual content pieces perform in the generation and conversion of leads. Content scoring, therefore, assists marketers to determine which type of content is more likely to generate and convert leads, which ultimately indicates which piece should be used. Content scoring is a reliable way to determine “engagement potential” before a piece is published, which saves time, effort, and money.
Why Content Scoring Is Crucial to Content Development
According to MarketingMag, content marketing is projected to be a $300 billion industry by 2019. Furthermore, content marketing accounts, on average, for 29% of B2B marketing budgets. As businesses continue to increase their content marketing budget, it is important to start incorporating content scoring metrics into your marketing campaign. Here are a few reasons as to how content scoring can help:
Increased audience retention.
High quality content can be a business asset. With the ability to create a positive experience for potential customers, it can aid in convincing them to return for further engagement, and potentially increase sales. It can be used to capture audience attention, and further drive brand recognition and trust. By using content scoring to measure content against your target audience, the content has a higher chance of capturing potential customers. Ultimately, content scoring helps to develop more engaging content to build a new audience, and retain the current one.
Improve content quality.
By improving the quality of your content, you can boost the success of your content marketing campaigns. The quality of your content is relative to your audience’s needs, so by understanding what your audience needs, you can offer more personalised content, which will better appeal to your intended market. Content improvement can be a gradual process, which requires consistent reevaluation with changes in audience response. This will help to improve on elements that matter most to your audience, thus making the engagement process more targeted to individuals. Content scoring can help to give a better understanding of your audience, how your content influences them, and how specific language use promotes action.
Better social media traction.
Content scoring can help businesses to address any potential shortfalls in their social media traction. Having followers does not automatically result in content that trends. Creating higher quality content that appeals to audiences can assist in getting it to trend, thus broadening its reach. In order to do this, you need to understand what your audience wants to see, and how they will engage with the content you intend to release. Social media traction is imperative to business success, as it widens your potential market and increases brand recognition.
How to Score Your Content
Content scoring helps to keep the marketing process objective, ensuring that content creators do not become despondent or uninspired. It gives these creators a formula to follow in order to create more engaging content.
To assist in scoring your content, we recommend using HubSpot tools. Here is how:
Establish scoring criteria – establish a base for your engagement metric that incorporates the greatest content impact. For example, pageviews or reshares.
Create a HubSpot campaign – After establishing the important metric, create a HubSpot campaign and include the successful content that meets your metric requirements. For example, if you decide that 1,000 pageviews is high performing, include all the content assets that meet this criteria.
Monitor content performance – Keep track of how well each new piece of content performs. As it meets your established criteria, include it to your marketing campaign. Continue to add content in order to build a sample of what high-performing content looks like.
Establish what works – Once your high-performing content is established, you can use it to better evaluate what makes your content perform. Patterns can be established within the content, which can then be replicated.
Follow the Recipe – Use the scoring process to establish a recipe for content success. If it needs to be changed later on, you can use content scoring to establish what is and isn’t working.
While these steps are rudimentary, they can assist in better understanding how content scoring can benefit your business. Automated tools, such as Atomic AI can help to make scoring more effective and efficient, by scoring content in more granular patterns.
Content Scoring is the Way to Go
Content scoring is an effective tool for businesses to use in order to keep their content consistent. Consistent content drives brand success, and increases customer reliance and conversion. By better understanding customer needs and expectations, your business will be able to better provide for their specific wants, thus cornering the market.
By using the tried-and-true recipe established by your content scoring, you have the potential to keep your brand moving forward, and remaining relevant in an ever changing market.