The more effective and relevant the content of your MSP company is, the more it’s going to resonate with clients. You need to organize content pertaining to a “score” as facilitated through internal practices. However, scoring the content you produce isn’t always straightforward.
How to Score Content
There are a lot of different schools of thought here, getting advice through consultation can be quite helpful. Several things marketing and SEO professionals who center around MSPs are likely to advise include the following:
Determine a Team to Evaluate Content
Your MSP company needs to properly delegate content evaluation to a group of professionals who know what clients need, what they are looking for, what they respond to, and what is trending in the market. You can outsource to a group if you like. Whatever the case, you need a consistent means of separating good and bad content.
Truly, no content is “bad”, but some will be less effective, and you want to ensure whatever you recirculate is of the highest quality. One piece of content can be continuously recirculated for years if it’s got the right level of relevant quality. Such content would score high.
Group Content by Type: Audit and Figure Out Scoring Factors
What kind of content goes in what place? Some are of the “copy” variety that’s directly designed to facilitate conversion. Some are giving advice, some are helping clients troubleshoot, some have a news element to it, some have an advisory quality to it. Separate content into proper families.
From there, audit all content to determine performance. How many “likes” does it get when you have it posted on a guest blog? What sort of commentary follows your content in the comments section? How long does it take the content to reach a baseline level of effectiveness/influence, and what is that baseline? Determine these scoring factors as well as others.
Content Trajectory, Completion, Volume, Relevancy, Recentness, and “Weight”
Common scoring factors include the trajectory of content, how long it takes to compose, how much of a certain kind of content is produced in a certain time, how relevant it is, and how recently it has been put together. Altogether, some content has more “weight” than other content owing to these things.
“Weight” can have something to do with the time it’s published. For example, content about safety in the wake of a prescient cyber-threat like WannaCry carries more “weight” owing to their immediacy. But when the threat dissipates, as WannaCry did, that weight diminishes. Sometimes, the weight of content depends on when it’s published.
Effectively Scored Content Expands ROI
When your MSP company scores content from the proper factors, dedicates a team to the task of scoring and updates scoring factors as necessary, that content can be used with greater effectiveness.
