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The Run To Conversion How Content Scoring Measures The True Impact of Your Content

How marketers identify which content actually propels buyers in their race to convert has been a guessing game. Until now.

Content Scoring is the new data-driven measurement process for tracking how each piece of content is driving leads and conversions.

Scroll down to run along with these buyers as they become qualified leads and see how content scoring works.

Prospect #1

Bruno

Bruno becomes an

MQL!

Bruno just engaged with his first piece of content, a webinar. Because the webinar is Bruno’s first “touch,” or interaction with your brand, this webinar has greater influence than his second or third touches.

Prospect #2

Bridget

Bridget becomes an

MQL!

This content encouraged your prospects during their journey to the conversion finish line.

Some content doesn’t score well. It might generate a ton of tweets and likes, but has little impact on moving leads. Until a piece of content contributes to a lead, its content score remains zero.

Prospect #3

Bertha

Bertha becomes an

MQL!

Bruno liked the webinar so much that he sent a link to Bertha. She was researching a related topic, and found this content compelling. So compelling she sought out more of your organization’s content.
  • Bruno Becomes An MQL!

  • Bridget Becomes An MQL!

  • Bertha Becomes An MQL!

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  • Hover over the content assets above to see their content score

    Bruno just became an MQL (Marketing Qualified Lead)! Let’s take a look at his race to get here and score the impact of your content.

    Since Bruno is one lead, we calculate the score of the content he interacted with during his race out of the number 1.0. Because the first and last content Bruno “touched” likely had greater influence on him converting, we attribute a greater weight to the webinar and the eBook. Exactly how you weight these touches is up to you. For this example, we’ll give the first and last touch a content score, of 0.45.

    Since all of the content scores in Bruno’s path need to add up to 1, let’s take the remaining 0.1 and divide it by the number of remaining content pieces, which in this case was a blog post, podcast, video and email.

    Scroll down to see the combined content score for all three MQLs

  • Hover over the content assets above to see their content score

    Bridget just became an MQL (Marketing Qualified Lead)! Let’s take a look at her race and score the impact of your content.

    Since Bridget is one lead, we score all the content she interacted out of a grand total of 1.0. Because the first and last content Bridget “touched” likely had greater influence on her converting, we attribute a greater weight to the infographic and the email. Exactly how you weight these touches is up to you. For this example, we’ll give the first and last touch a content score, of 0.45.

    Since all of the content scores in Bridget’s path need to add up to 1, let’s take the remaining 0.1 and divide it by the number of remaining content pieces in her journey, which in this case was a blog post and video.

    Scroll down to see the combined content score for all three MQLs

  • Hover over the content assets above to see their content score

    Bertha just became an MQL (Marketing Qualified Lead)! Let’s take a look at her race to get here, and score the impact of your content.

    Since Bertha is one lead, we’ll calculate the score of the content she interacted with during her race out of the number 1.0. Because the first and last content Bertha “touched” likely had greater influence on her converting, we attribute a greater weight to the webinar and infographic. Exactly how you weight these touches is up to you. For this example, we’ll give the first and last touch a content score, of 0.45.

    Since all of the content scores in Bertha’s path need to add up to 1, let’s take the remaining 0.1 and divide it by the number of remaining content pieces, which in this case was a landing page, a podcast, a blog post, the webinar (which she watched again), an email, and a video.

    Scroll down to see the combined content score for all three MQLs

Total Content Score

Now that we’ve calculated the impact of content for each of our MQLs, we can score each piece of content across all three buyer journeys. The individual content scores represent the number of leads each piece of content generated.

Hover over the content assets below to see their content score

Want to dig deeper into content scoring? Watch Kapost’s CEO Toby Murdock explain it in this video.