Using Content Marketing Scorecards For Your IT Company

People often complain that their content did not generate as much buzz as they initially expected. Lack of views and shares can be extremely frustrating, especially when the person creating the content poured their heart and soul into it.

The first thought that goes in the mind of the content creator when they see it is if their content was not as good as they thought. Some people also think that people didn’t resonate with it. Although both these scenarios could be true, it isn’t the case most of the time.

There could be other technical factors, which are hard to determine. Having a content marketing scorecard in use could help you to determine the elements that hold you back. These scorecards tell users exactly how their marketing efforts are impacted by their content.

By isolating all the factors that boost or hold back content, content scorecards give users a big boost in converting their prospects into full-fledged clients. Note that, it is important to have objectives in mind before proceeding with creating a content marketing scorecard. Let’s discuss them below.

What are your goals?

Objectives of virtually all managed service companies are similar and marketing your IT company can be tricky.  Following are some common publishing objectives

Return CustomersHave you maintained loyal customers by providing them with their requested content?

ConversionsDoes your content convert leads through CTAs, email marketing, and sales pages?

Lead GenerationWhat number of followers converts into leads?

Brand AwarenessIs your content capable of reaching your desired audiences through social media, website logs, and search engines?

Effective KPIs

Key performance indicators allow you to analyze whether your marketing strategies are effective or not. You can gauge the effectiveness by basing your objectives and goals.

Let us look at some examples of brand awareness content objectives.

• Inbound links
• Subscribers
• Content downloads
• Video audience
• Pageviews
• Content reading time
• Mobile audience
• Social engagement
• Website traffic

Lead Generation KPIs

• Sales qualified leads
• Marketing qualified leads
• Webinar attendees
• Gated content downloads

Following are some key performance indicators for conversions

• Customer acquisition cost
• Content ROI
• Conversion rates
• Customer Goals
• Email shares and subscribers
• Newsletter subscribers
• Social media sharing
• The lifetime value of customers

Creating a Content Marketing Scorecard

You should tailor your company’s scorecard according to its brand. Use Google Analytics to analyze audience engagement.

Also, see what your most successful posts were previously. See what made them successful and try to take inspiration for your next post while adding some new elements as well.

All of these things will help you in creating content that is bound to win people over and maximize your conversions. If your highest performing content offered case studies or downloads, incorporate them as well and leave nothing to chance.

Raise Your Content Management Standards

Incorporating metrics and statistics in content is a great way to increase engagement. By regularly assessing weaknesses and strengths, you’ll be able to create a scorecard that inspires an efficient content marketing approach.