How to Score Your Content

Digital Marketing
#1

Writers and content creators often find it difficult to quantify what recipe works for their content and 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:

  • 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 page views, for others it could be shares on social media.
  • Create a campaign. Once you’ve identified which metric matters to you most, create a campaign and add the successful content that meets your threshold. For example, if you decide that 1,000 page views 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. Use HubSpot Analytics to track the performance of this 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.