Introducing Content Score: A Snapshot Of Your Content ROI

August 8, 2014 Yoav Schwartz
 

If you’re reading this, it’s safe to assume you’re already sold on content marketing. It works. We've seen companies leverage content to boost awareness and drive growth — if it's done right. But sometimes, it can be hard to tell exactly what is working. This is one fundamental problem that we still face as content marketers, and that is not having a clear way to measure the success of our efforts. And not understanding what is working makes it impossible to make educated decisions moving forward.

Enter Content Score, our latest uber-cool feature and a breakthrough in content marketing ROI. 

Content marketing is a 4-pillar system: authoring, distribution, experience, and insights. 

  • Authoring: This includes any content creation, from writing blog posts, to producing videos, to creating Flipbooks from PDFs.
  • Distribution: Getting your content out there by sharing to social networks, sending emails, or paying for ads. 
  • Experience: The most overlooked (and one of the most important) aspects of content marketing. Your content will convert at a much higher rate if your user’s experience is great. Experience includes everything from contextual call-to-actions to the ability to segment your content so you can better tailor it to your audience
  • Insights: The little nuggets of data that can steer your content marketing efforts in the right direction. Capturing the right metrics is the first step, but those numbers alone won’t provide insight if you don’t know what you’re looking for. 

As many content marketers have surpassed the content creation challenge, the next logical evolution is to better understand why we created all that content. There are literally zero effective tools out there that can give you a simple answer to your (or your CMO’s) question of, “Was it worth it?”

How the heck do you measure a piece of content’s worth?

As content marketing matures, not knowing the answer to this question will mean no more budget for content creation. It will mean every piece of content you create must come with a plan, a purpose and a responsibility to your organization. No exceptions! Content marketers’ asses will be on the line with every resource spent on content creation. That’s a lot of pressure if you don’t have the right tools to measure your successes (and your failures).

Although many marketing tools provide a wealth of valuable metrics and analytics, unless you know exactly which metric you’re after, it’s hard to get an overall sense of whether your content marketing is working or not. The other major problem with most marketing tools out there is that they don’t produce or power the experience — they’re an add-on. This makes it fundamentally impossible to effectively measure the true success of your audience’s path to conversion. Your ROI.

We thought long and hard about how to simplify the process of understanding which content is working, and why. Even at Uberflip — where we set your content up for success with a powerful front-end experience, connect to marketing automation for lead gen, and give you a wealth of metrics as to how your content is performing — it still required you to do some digging. You had to unearth this wealth of data and metrics to answer those questions. Not anymore.

What Content Score is and how it helps you

Content Score was designed to give Uberflippers an instant and accurate measurement of how successful their content marketing efforts are. Every single piece of content in your Hub gets a score from 0 to 100%. We calculate this score on a monthly basis so you can see how you’re trending as a whole, and even how a single piece of content continues to perform month after month (think evergreen content).

Ok, so how does this magically simplified score get calculated? Good question. We look at 5 key attributes about every piece of content.

  • Pageviews: Your pageviews are used as a basis for your content’s score. It doesn’t matter if a blog article has 1,000,000 pageviews or 100 — it’s all relative. That means small companies with less traffic can still achieve a high score compared to larger enterprises that can drive tons of traffic to their content. It’s all about how your content is performing on the rest of the key attributes in relation to these pageviews.
  • Shares: We look at how many shares a piece of content has received relative to the number of views. We actually only look at the share intent from your actual Hub, and not re-shares such as retweets that happen on social networks. Those effects are captured in the score when looking at Landing Visits.
  • Landing Visits: Again, relative to a content piece’s total pageviews for the month, we look at how many of those were also the entry for that visitor into your Hub. This is significant because it means that either your SEO, social networks, or email campaigns are driving traffic directly to this piece. The closer to a 1:1 relationship of pageviews and Landing Visits, the better your score.
  • CTA Click-throughs and Leads generated: The score in general is highly influenced by conversions. So it’s no surprise that CTA activity will boost your score. Since there are 2 types of CTAs, there are 2 types of CTA activity: Click-throughs (which may go to another landing page or website)  and Leads generated. Click-throughs do not guarantee a lead and therefore are not as powerful as Leads generated, which occur with a Form CTA connected to your marketing automation software of choice. If you’re not using Form CTAs yet, you should. The better your efforts in tweaking your CTA taglines, placements and relativity, the higher you can push your score.
  • Assists: Not every piece of content is designed for conversion, and that’s ok. For example, if a visitor watches a video and proceeds to read a blog post on which they convert into a lead, that video will receive an assist.

So what’s a good score?

Remember, this isn’t high school. You’re probably not going to receive an A+ on your content marketing any time soon. The reality is an overall content score between 60-70 is very good! We’ve only seen a handful of customers pass the 70% mark. In fact, even Uberflip’s Hub hasn’t cracked that nut yet. 

This is by design. We want to give ourselves and our customers a realistic benchmark for what’s really working, and why. That said, it’s not unheard of to get a 100% score on a single piece of content. If you’ve achieved this, then first off — good for you! Second, start planning more content just like it!

After you spend some time with your scores, and look at individual pieces that are crushing it for you, you’ll quickly be able to draw conclusions as to where your time is best spent. If, for example, your top 3 performers are consistently webinar videos, you’ll know that it’s time to book your next webinar!

What’s in store for the future?

Purpose 

We’re making a broad assumption out of the gate that your content marketing efforts are all about lead generation. While that may be true “overall” for most, you may have specific pieces that are designed specifically for sharing, or for thought leadership. In the future, you’ll be able to specify the content purpose of individual pieces thereby manipulating their score to adjust for that purpose.

Deeper Insights

As we gather more information about what’s working and what’s not across all Uberflippers, we’ll share some of these insights with you in an anonymous way. Wouldn’t it be great to know that your customer type has consistently shown more interest in eBooks vs webinars?

Those are the types of deep insights we’re working on at Uberflip to help our customers absolutely crush it with their content marketing — and best of all, gain a clear-cut vision of their content ROI.

How does your content hold up? Create a Hub for free to get your Content Score. 

About the Author

Yoav Schwartz

Yoav is the co-founder and CEO at Uberflip and is responsible for driving the mission, vision, and goals of the company. He spends considerable time working with his team to continuously delight and surprise Uberflip's customers.

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