How do you score and attribute content?

3 Content scoring methods

There are different ways to score your content depending on your objectives and data sources. One common method is to use a content scoring matrix, which is a table that lists your content types, topics, formats, and channels, and assigns scores to each based on your criteria and goals. Another method is to use a content scoring tool, which is a software that automates the scoring process based on your inputs and analytics. You can also use a combination of both methods to refine and validate your scores.

4 Content attribution models

Content attribution can be approached from different perspectives and levels of granularity. A content attribution model is a framework that defines how to distribute credit among your content touchpoints. Common attribution models include first-touch, last-touch, linear, time-decay, and position-based. First-touch gives 100% credit to the first content piece that a customer interacts with before converting, while last-touch gives 100% credit to the last content piece. Linear assigns equal credit to all content pieces that a customer interacts with before converting. Time-decay gives more credit to the content pieces that are closer to the conversion point, and position-based gives more credit to the first and last content pieces, and less credit to the middle ones.

5 Content scoring best practices

To score your content effectively, you should define your scoring criteria and goals clearly and align them with your content strategy and business objectives. It's important to use a consistent and transparent scoring system that is easy to understand and communicate. Additionally, you should collect and analyze data from multiple sources, such as your website, social media, email, CRM, and analytics tools. Furthermore, it's essential to review and update your scores regularly to reflect changes in your content performance, customer behavior, and market trends.

6 Content attribution best practices

To attribute your content effectively, you need to follow some best practices. Select an attribution model that is suitable for your content strategy and marketing goals, while being conscious of its advantages and disadvantages. Additionally, utilize a reliable and accurate tracking system that can record and connect your content touchpoints across various channels and platforms. Segment and compare your attribution data by different variables, such as content type, topic, format, channel, persona, and stage. Lastly, test and enhance your attribution model and strategy based on your results and insights.