There are a lot of great tech tools available right now for marketers. All you have to do is look at the Marketing Technology Landscape Supergraphic 2015. There are over 1,800 vendors in 43 categories. That’s an overwhelming amount of choice. Even more mind blowing than walking down the cereal aisle at Target.
For content marketers alone there are tons of tools to address a multitude of needs and challenges. Scripted recently published a great article and list that covers key categories and tools called the Top Content Marketing Companies and Tools which I find super helpful.
One of the categories they cover is measurement where they list a wide variety of great resources and tools. One of the tools they include is Atomic Reach, a content scoring platform being adopted by professional writers, Fortune 1000 content marketers, digital publishers and receiving endorsements from content marketing influencers such as Jay Baer, Doug Karr, Bryan Kramer and more.
The question remains – how do you know when you need content scoring technology? Here’s are the five situations that indicate that content scoring technology is the right solution for you:
1) You’re having a hard time figuring out why only some of your content gets read and garners some sort of interaction on your site or social.
You spend more time than you’d like trying to figure out what it was about your low or non-performing articles that failed to “hit the mark” with your audience – was it the title?, the length, subject matter?
You really want to know what you can do differently or better to insure it connects with your audience more consistently.
That is precisely what content scoring technology can help you understand. It simply takes the guesswork out of key details that impact performance like length, grammar, title, paragraph density, emotion and more so you can put all your efforts into the art of telling your story.
You will no longer have to guess post publishing why a piece of content did not resonate. It will help you understand what will resonate before you publish. And it gives you the tool to do it during the content creation process so that you garner more predictable and consistent performance. Ultimately it gives you more time to focus on telling great stories.
2) You are writing for more than one type of audience.
You serve different audiences, maybe it’s a professional audience and a general audience. You have to insure that you consistently write content that will appeal to each of these audiences and work well for each.
You know the way you write your professional readers is very different from your general audience and it’s challenging to get it right every time.
Content scoring technology will help you not only understand each of your audiences in a deeper way and but how to write in a way that will appeal to them.
It will give you the tools to consistently write the way you need to for each of your audiences so you can get it right every time.
3) You have a lot of writers and contributors which makes it challenging to have consistent quality.
You may have contributors from all over your company or are using outside resources. Either way you have lots of content creators and each of them with a different level of experience and expertise in digital content creation.
You may have some that are experts in their field though not in the art of storytelling. Companies such as IBM, Reed Elsevier and more tap into the incredible knowledge pool across their organizations to create content though most of these people are not “professional” writers.
A content scoring platform can help address this issue too. Each of your writers can leverage the easy to use content scoring app and be given guidelines by the editors on the key benchmarks for your audiences.
It will help them tell their great stories and give them simple feedback on how to structure their content for the intended digital audience and write in a way that will resonate. And it will make the editors job easier too.
With content scoring technology at their fingertips these writers will be able to submit content that is already written and edited using the content scoring app’s best practices.
4) You know your audiences are likely different across your social networks and website and not sure what is the best content to promote where and when.
You promote your content on a variety of social platforms from LinkedIn and Twitter to Facebook. You know it is likely the audiences you attract on your website are different from each of your social channels.
And though you are promoting your content on each of them you are not sure if you need to use all of them and what type of content would be best to post where and when to garner more readership and interaction.
A content scoring platform can give you the insight you need to get the most out of all of your social platforms.
It can tell you how your audiences are similar or different on each platform, what type of content to share where and the best time of day and day of the week to post to drive the most interaction.
5) You have content you want to re-purpose or evergreen content you want to promote though want to insure it will perform before you re-publish.
You have built a repository of content and at least some of it you know is still relevant and worth republishing. And/or you have evergreen content that is on your site and you’d like to see more of it if not all of it perform better for you.
In this situation, a content scoring platform can give you better insight into how to edit or this content to align it better with the needs of your audience.
You can use the platform to analyze it and make the recommended changes to insure it will perform well and resonate with your audience before you hit the “re-publish” button.
If you oversee content marketing at your organization, these are just a few scenarios that indicate the need for a content scoring platform. What are some other scenarios where you think a content scoring platform will be of use? Please share your thoughts in the comments.