How Content Scoring Merges the Art and Science of Content Marketing

| December 7, 2016

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EDITOR’S NOTE: This post is part of a series of posts from Jesse Noyes, Sr. Director of Content Marketing at Kapost who will be sharing his expertise around content marketing and platforms to better help our audience navigate this very important area of marketing. content scoring Two disruptions over the last ten years have changed the way we market. The first is that marketing transitioned from an art (some would say a “dark art” ) toward a science. Technology, such as CRM and marketing automation software, enabled marketers to deliver right-time-and-right-place messages to buyers, and score leads based on their behavior and purchase intent. Adopting this data-fueled approach quickly exposed the flaws with the status quo model of marketing. Turns out, brochures and branded pens weren’t as enticing when prospects with an internet connection had access to the world’s largest library of research and peer reviews. Marketers needed educational, thoughtful content — and lots of it — to grip and hold a buyer’s attention. So content marketing took center stage. Yet measuring the effectiveness of content proved difficult. Sure, you could track web traffic and get some stats on engagement. But measuring a content asset’s true impact on leads in your marketing pipeline remained elusive. Science and art just couldn’t get on the same page. But that’s changing with a new process called content scoring. This methodology goes beyond vanity metrics to score individual assets based on how effectively they generate leads, opportunities, and sales. It measures the impact of content on your pipeline, not just your website.

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TOPO Inc.

TOPO is a research and advisory firm that helps the world's fastest growing companies grow well, faster. We do this by shopping, benchmarking, and analyzing the patterns and plays that drive exceptional revenue growth. It’s this data that helps our clients (many of the world's fastest growing companies) drive more traffic, more leads, higher conversion rates, larger average deal sizes, shorter sales cycles, and lower churn rates. The result? Our clients grow 2X faster than the competition.

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