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Thursday, March 26, 2015

Content Marketing’s Best Kept Secret: Create a Content Scoring System ( 2/4 ).

Scoring: The Basics
Scoring Posts
Image Credit: butterfly-o-meter.com
Scoring your content involves these three steps:
  1. Understand Your Consumers: As I’ve mentioned before in previous posts, consumer personas are created to better understand your typical consumers. Once you have an idea of the types of people who are buying your product(s), you’ll gather their interests, which will lead to better suited content.
  2. Map Their Routes: Now that you understand your consumers’ interests, it’s time to map out the routes their taking on your website. This step will help you understand how your consumers navigate your website and where to place future content so they’ll be sure to come across it.
  3. Customize Their Journey: Even when you develop an understanding for your consumers, the scores of your content won’t all be the same – some will do better than others.
In the beginning of your consumer’s journey, you’re going to place a piece of content that’s known for its conversion rates. During the middle of the journey, you’ll place content that has done well, but maybe isn’t as strong as the first piece. Once your consumer reaches the end of their journey, when they’ll be deciding whether or not to convert, you’ll place a piece of content that is also extremely successful and calls to action.
Your goal is to tailor each piece of content for each step of your consumers’ journeys. Now that you’re mapping your consumers’ routes, the reasons behind their decisions should become a little less foggy and your content should become much easier to score.


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