Not all content can be scored the same way. Social media content is different from email, which has different metrics from website content. Start this process by choosing which content you’re going to be scoring. Options include:
- Social media posts.
- Email marketing.
- Landing pages.
- Product pages.
- Blog posts.
- Videos.
As an example, I‘m going to be analyzing blog content for my travel site. Let’s look at which metrics belong on the scorecard.
Step 2: Choose your metrics.
You should consider key metrics related to content quality AND content performance. There are many numbers that you can choose from, and they don’t all need to be included on every scorecard (your marketing team will give you an ear full if you try).
Choose what matters most to your target audience and your business objectives. Here are some suggestions — notice that these include both positive and negative metrics (more on this in a minute).
- Video percentage watched.
- Reader satisfaction.
- Impressions/views.
- Optimization score.
- Follows/unfollows.
- Video view rate.
- Time on page.
- Conversions.
- Bounce rate.
- Scroll depth.
- Readability.
- Comments.
- Backlinks.
- Exit rate.
- Shares.
- Clicks.
- Saves.
What I’m measuring: The metrics india telegram data that matter most to me with my new travel website are SEO score, website traffic, readability, and Pinterest saves. Given that this is a new website, I‘ll track SEO score and readability upfront and I’ll measure traffic and saves over a period of six months.
Step 3: Choose tools to score content.
The numbers you‘ll get from tools aren’t all the same. Some tools will score content by assigning an objective number, while others will gather analytical data.
For example, SurferSEO might assign a blog post an optimization score of 72. This number reflects how my content performed against platform or industry benchmarks. An engagement tool, on the other hand, may share that content’s engagement rate is up 5%.
The 72 and 5%, while both important, aren‘t directly comparable. It’s like comparing apples and oranges — keep this in mind as you parse your data.
Consider these tools to score your content:
- Google Search Console (GSC): search visibility.
- Google Analytics 4 (GA4): website traffic.
- Hemingway App: content readability.
- SurferSEO: website optimization.
- SharedCount: social shares.
- ChatGPT: content analysis.
- Later: social analytics.
- Semrush: readability.
It‘s worth noting that some insights won’t be discoverable using a content scoring method. Some extremely valuable insights can only be gathered through manual review of top-performing content and looking for trends. This is ideally done over a period with significant data, such as a year-end review.
My scorecard: I’ll be using GA4, SurferSEO, the Hemingway App, and SharedCount to create my content scoring model.
Step 4: Create a scorecard.
Once you‘ve established your scoring wide range of options across cities criteria, you need to store all of your scored content in one place for easy review. This can be done in a spreadsheet, Notion, within a tool’s analytics interface — I share options for this below.
For those who’d like to create their own scorecard for their unique scoring system, you can input data into a simple table.
Note: The numbers you‘ve business sale lead collected all have different values. For example, a blog post’s SEO score of 78 isn’t directly comparable to getting 245 social shares.
Some marketers will resolve this by ranking all of their data points on a scale of 10, then adding these up at the end. I‘ll show you a screenshot of this type of table created with ChatGPT in a minute.
Personally, I’m choosing to just list the original numbers and evaluate them individually, as I think it dilutes the data too much to convert everything to a 1-10 scale.
