How Content Scoring Can Help Generate Revenue
March 10, 2022
When it comes to B2B content marketing, money talks. Brand awareness, web traffic, and engagement are all important measures of success, but it’s direct financial return that’s increasingly expected from marketers’ content efforts. In 2022, this is more prevalent than ever, with 44% of respondents in a recent Content Marketing Institute study citing revenue-driving content as top priority on this year’s business agenda.
However, as revenue goals inevitably increase, content teams face the challenge of balancing resources and bandwidth with the ability to generate enough high-quality content that yields big results.
Even if extra resources do become available, simply increasing output doesn’t exactly guarantee a revenue boost. A more effective solution would be to prioritize quality over quantity and develop a strategy that’s both results-driven and data-informed. To make this happen, content marketers should implement a content scoring process as an effective way to identify top performing assets, which sets the foundation for a strong, revenue-driving content strategy.
What is Content Scoring?
Consider all the typical metrics used to analyze content. Click-through rates, page views, time spent on site, and conversions probably come to mind. And sure, these work well to gather a basic understanding of performance, but what they don’t tell you is why some pieces perform better than others.
Content scoring is one of the best ways to address this knowledge gap. It’s a system that enables marketers to assess how each piece of content performs in terms of generating, nurturing, and converting leads. Think lead scoring, but for content! Just as lead scoring identifies leads with the highest propensity to convert, content scoring does the same for individual assets. This insight can then be used to optimize one’s content strategy, focusing it more on revenue-driving potential.
How Content Scoring Helps Marketers Drive Revenue:
- By highlighting why some content pieces perform better than others
- Through demonstrating how effectively content assets push prospects down the funnel
- By making it simpler to develop content strategies that drive results
How To Get Started with Content Scoring
There isn’t a one-size-fits-all approach when it comes to creating a content scoring methodology. Rather, there are a few methods that can be mixed and matched to craft a strategy that works for individual teams.
To kick off their content scoring process, marketers need to first think about leads at different stages of the sales funnel and map out content that resonates best at each stage. For example, high-level infographics are a great way to grab attention at the top of the funnel, whereas white papers are more appropriate for a mid-funnel lead that’s doing some deeper company or product research.
This initial step creates a list of content types and their place within the sales funnel, which can then be used to inform the scoring process. Scoring can be done in several ways, but two common approaches are as follows:
- Creating an Aggregated Metrics Score
One way to begin scoring content is to assign a weight to each key metric. Each asset then receives a single, aggregated score to quantify its performance. For example, in a revenue-focused content strategy, conversion is likely to be weighted higher than metrics like traffic or engagement. This is a great way to drive additional meaning to metrics that, when viewed in isolation, provide minimal actionable insight.
- Quantifying the Customer Journey
In addition to weighting individual metrics, assets can also be scored based on the impact they bring to the buyer’s journey, from the prospect’s first site visit to the moment they convert into a marketing qualified lead (MQL). Scoring that journey could look a little something like this:
Blog Post A 0.35
eBook B 0.15
Webinar C 0.15
Product Video D 0.35
In this example, the first and last touchpoints rate the highest, as these assets originally piqued the prospect’s interest, which then led them to convert. By analyzing the path of multiple MQLs, marketing teams can begin to gauge which content pieces pack the biggest punch.
By using these methods, marketers can assign a value to each piece of content, which informs the development of the content strategy moving forward. In addition, content scores can also act as a benchmark against which the results of future content can be measured.
Content scoring isn’t a cookie cutter practice, and each business will need to develop its own unique method. But as long as it’s possible to evaluate content relevance, performance, and effectiveness, marketing teams always have the ability to build a strong scoring method that supports overall revenue goals.
Ready to discover more ways to ensure your content strategy boosts high-quality lead generation and drives revenue? Download a copy of our new eBook “Content That Works Hard for the Money” , containing a 5-step action plan to accelerate your content’s revenue potential.