A lot of us just aren’t the brightest when it comes to equations, percentages, and visualizations of data when they’re related to marketing. That’s why there are lots of companies out there filled with people who do
They want to make it easier for everyone else to understand as well. This is where the idea of content scoring
comes in, and it will be a massive help for marketers.
Content scoring gives marketers a clear picture about how particular pieces of content are driving business results for their company. Content can include a webinar, infographic, podcast, video, email, e-book, or Slideshare presentation that your company spent time and money putting together.
By using content scores, marketers can quickly determine how many marketing qualified leads (MQLs), opportunities, and revenue dollars can be attributed to specific pieces of content.
Content scoring attributes a number to each piece of content reflecting how it performed during the buyer’s journey. Using this information, marketers can make better choices about how to produce, publish, and share content that drives results. All this ultimately increases revenue.
It works by combining the content management, workflow, and analytics capabilities of the Kapost platform with data provided by a customer’s marketing automation platform (Eloqua or Marketo) and Salesforce. By combining these platforms, one can have clear, immediate insights into the results of different campaigns.
[RELATED: Master the art of creating and curating great content—join us at the NASCAR Hall of Fame in Charlotte, NC, May 12-14!]
So many platforms do great things on their own, but they don’t do everything. (Facebook and the Apple App store are examples.) So don’t be afraid to look at new software as help, not hindrance.
Click on the below preview to view a full interactive infographic explaining more about content scoring:
Neil Spencer is a freelance writer, often covering topics related to the future of the Internet, as well as the impact of design on advertising, branding, and communications. Connect with him on Twitter @AdventurSpencer, and read more of his work at Business 2 Community, where a version of this post originally appeared.