Measuring omnichannel content performance can be challenging. Typically, measurement looks at success and metrics unique to each channel, leaving marketers with little insight into which assets are working across the board. This siloed approach to content performance measurement reveals a fundamental need for better aggregate intelligence that identifies top-performing content: what it’s about, how it speaks and, most importantly, how effective it is at accomplishing overall marketing and business goals.
To solve for this, marketers should seek out tools that offer a content consumption metric. This content quality scoring provides a deeper analysis of the content that drives real engagement and action while allowing for apples-to-apples comparisons, outside of the silos. With this model, marketers can create weighted scoring models for every piece of content.
Key Metrics for Establishing Content Quality Score
- Pageviews: A pageview is an instance of a page being loaded (or reloaded) in a browser, and is defined as the total number of pages viewed.
- Engagement rate: The number of engaged views as a percentage of total views. An engaged view is a pageview in which the viewer scrolled at least 25% of the page and spent 30+ seconds actively engaged.
- Recirculation rate: The number of recirculated views as a percentage of total views. A recirculated pageview is one in which the viewer visits another page of content in the same session.
- Action rate: The number of users who take action (e.g. add to cart, sign up, etc.) as a percentage of total pageviews.
Each component has a configurable weight based on best practices and the customer’s priorities. Scores are then normalized to fit between 0 and 1, where 1 is the perfect score.
OneSpot’s default weighting favors the ingredients of recirculation rate and action rate because this is where the most engaged users, what we call “Active Content Users,” can be found. Active Content Users consume three or more pieces of content in a session and typically act five times more often than their passive counterparts (and we’ve seen ratios higher than 100x in many instances).
Pageviews are often simply a reflection of how well content is promoted. The Quality Score minimizes the impact of pageview volume because it is designed to report on content performance in its own right. Said another way, once a viewer lands on the page, how well does the content engage the user and encourage action or recirculation? The intersection of high quality and high views should be considered your top-performing content.
Quality Scores help marketers gain a content-first view into which areas of their content strategy are performing well, across channels, including:
- Identify high-performing content and topics to guide content development decisions and marketing promotion planning
- Understand the characteristics of effective content, such as topic, type or source
- Uncover new topic areas for content generation, curation and optimization
- View which topics generate and retain audience engagement
- Understand which channels are more or least useful for driving engagement