When you’re publishing content for your client, do you know who’s going to be reading it? Why they’re going to be reading it? What’s going to catch their attention? If not, I highly recommend you continue reading.
Without being the insight mentioned above, you are randomly shooting an arrow into open space, hoping it pierces something, somehow. Maybe, if you’re lucky, that arrow will hit something – but chances are, it’ll fall to the ground without having accomplished anything.
The amount of content on the Internet is mind-blowing. Some worth sharing, some not worth sharing. Figuring out what content is worth the share or engagement is a question many content marketers struggle with. More specifically, what type of content are your consumers engaging with and sharing? When it comes to measuring the ROI of content, that’s not so easy. The majority of marketers find themselves struggling when trying to measure both success and failure of content. Since content is created to effect conversions, this turns into a problem.
Figuring out what your consumers want to read and engage with will increase your conversions. The hard part is finding out what your consumers want to read, but once you do that, you’ll be able to create multiple connections that will inch you closer to your goals. In order to effectively score your content, you need to skip the subjectivity to truly determine which piece of content will lead to opportunities and conversions. Once you measure your content, you’ll have an idea of what your consumers like to read, enabling you to cater to their interests in the future.
resources : http://www.searchenginejournal.com/content-marketings-best-kept-secret-create-content-scoring-system/122726/
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