As investors in China's stock markets are fast discovering, it’s tricky to put, or predict, a price on a lot of things, and the same applies to content. Companies that produce content as part of their marketing or branding strategies regularly attempt to measure its value or impact in a quantifiable fashion, like contributions to the bottom line or customer numbers. The ever-helpful experts at Contently have come up with a scorecard that aims to make that easier: http://bit.ly/1H9fiaJ
To sum up, the scorecard suggests assigning content ‘points’ based on how prominently it features the company and the importance of the media outlet(s) it makes its way into. Thus an op-ed written by a senior executive that runs in the Financial Times, say, would score far higher than a press release picked up by an obscure industry journal.
This seems sensible enough, especially if, as the author states, content marketing and traditional PR are pretty much the same thing. But we’d argue they’re not -- and that a ‘score’ assigned to content based on these metrics may fail to reflect its value, for a few reasons:
All that said, we’re in full agreement with the need for any content marketing drive to have clearly defined goals, and to be measured against them. But these goals will most often have to be worked out on a case-by-case basis, and standard formulas will be difficult to apply.
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