The goal of content scoring is to place the right topics in the right place at the right time to achieve maximum impact which requires content and the associated requirements being strategically well planned and prioritized accordingly.

• Create a strategic content marketing plan and define your goals, features, messages and target groups.
• Prioritize requirements to ensure projects run smoothly. Hence, the criteria for content scoring should be clearly described so that the evaluation is transparent and comprehensible for everyone: content creation should be controlled according to the importance and urgency of the topics and projects.
• Organize your topics in an editorial plan and distribute an appropriate editorial calendar.
• Create clear briefings and ensure everyone has access to all information. Hence, system-supported briefing document templates should contain mandatory fields so that important information is not forgotten. The teams can interact with each other directly, which keeps everyone up to date, besides providing transparency with changes updated automatically.

Informing, advising, entertaining, and above all optimizing conversion, should and must be achieved by marketing departments: this means reaching every single interested party at the right time with relevant information across multiple channels and devices. In other words, hyper-personalization is simply considered the ideal of customer centricity even though it poses major challenges for businesses.

Incidentally, successful marketing teams do not handle their processes by email, but with project and workflow tools. Their to-do's can then be assigned centrally along a workflow, and everyone is aware of the time specifications so that all know what they must do and by when. This makes it easier for marketing teams to work with internal and external project staff.

Coordination processes are simplified, and media production documented in a traceable and complete manner. Everyone involved in media production has constantly online access to the same document, which prevents the version from growing wild. With professional review and approval management, collaboration on various marketing materials can be optimized and all internal and external contributors can be easily integrated via a central access point. Those involved are automatically reminded of deadlines thanks to system-supported approval processes. The collected feedback on an asset can be called up so that decision-makers can understand changes without having to ask. This avoids repeated correction loops of points already discussed. Finally, a digital signature option makes it easy to obtain official approvals and all relevant participants are informed about the release in real time; thus, saving valuable time at the end of the content production process.

Through a central brand portal, everyone is always informed about the current communication materials and can find them quickly. Media objects are stored in an up-to-date and structured manner in a central database. Templates allow local teams to customize global materials without special graphics software or design skills. This increases acceptance and use of the materials provided. Not to mention that digital assets can be shared with team members, customers and partners at the push of a button.

Getting a real-time view of your audience's content usage and tracking their content engagement is another plus factor, since analyzing user search behavior can provide valuable insights into whether your campaign is trending. Routinely check to what extent your assets are being used and redistributed or consider tracking usage of your assets across the web with AI web tracing to identify abusive or illegitimate branded materials.

By Daniela La Marca