Content Scores make it easy to see at a glance which content is engaging and converting. Learn where to find your Content Scores, and how they are calculated both for individual Items, and for your whole Hub.
What is a Content Score?
Are we creating effective content experiences? What's our ROI?
These questions aren't necessarily easy to answer. While Uberflip provides a variety of metrics that can tell you all kinds of things about your Hub content, interpreting this data is time-consuming, and drawing actionable conclusions from it isn't always straightforward.
To address this challenge, we created the Content Score. Content Score takes six separate metrics that measure different aspects of content effectiveness and synthesizes them into one easily digested number which reflects the overall effectiveness of the content. Content Scores are presented as a percentage scale, so the closer a score is to 100%, the better the content is performing. This makes it easy to understand, at a glance, which of your Items are engaging and converting your Hub visitors.
Find Your Content Scores
We use Content Scores to evaluate not just individual Items, but also your Hub content as a whole. You can access your Content Scores at any time by visiting Dashboard > Content Performance in your Hub:
This will show you the Overall Content Score, representing a holistic view of the performance of all the content in your Hub.
Scroll down a little, and you can view your top performers based on Content Score, which you can break down by Items, Authors, and Tags:
Next to each Item, you can also see a breakdown of the metrics that went into calculating the Content Score.
You can also see Content Scores for individual Items as you view them within Streams (provided that enough data exists to calculate a score — see below for details). Here, the Content Score is shown in the top right corner of the Item Tile:
You can view a breakdown of metrics here too: just click on the Content Score, and the breakdown will appear as an overlay.
How the Content Score Works
Content Score Metrics Explained
The Content Score takes into account six metrics: Views, Shares, Landing Visits, Link CTA Clicks, Form CTA Submits, and Assists. Here's how each one influences the Content Score:
- Views: Page views are used as a basis for the Content Score. This is relative, so it doesn't matter if you have 50 page views or 50 thousand. As a result, your content can still achieve a high score even if you don't drive a ton of traffic to your content. The performance is calculated on the rest of the metrics relative to your page views.
- Shares: We look at how many shares a piece of content has received relative to the number of views. For this metric, we actually only look at the share intent from your actual Hub, not re-shares such as retweets that happen on social networks. Those effects are captured in the score when looking at Landing Visits.
- Landing Visits: Relative to a content Item's total pageviews for the month, we look at how many of those were also the entry for that visitor into your Hub. This is significant because it means that either your SEO, social networks, or email campaigns are driving traffic directly to this piece. The closer to a 1:1 relationship of pageviews and Landing Visits, the better your score.
- Link CTA Clicks & Form CTA Submits: Content Score in general is highly influenced by conversions, so CTA activity will boost your score. There are two types of CTA metrics, as there are two kinds of CTA: Link CTA Clicks do not guarantee a lead, so they're not as impactful as Form CTA Submits which send a lead to your Marketing Automation Platform.
- Assists: Not every piece of content is designed for conversion, but it can still help to influence conversions indirectly. The Assists metric measures this effect. For example, if a visitor watches a video, then clicks on a link to read a blog post on which they convert into a lead, the video will be credited with an assist.
How Content Score is Calculated for Items
Remember that the score is calculated using the metrics above relative to the number of views. In order to receive a Content Score, an Item must have a minimum of 25 views — any fewer, and there would be insufficient data for the score to be meaningful.
For each Item, we compare the six metrics against an overall baseline figure for the Hub to determine how effective the Item was in each category. To determine the baseline, we look at the combined views for all Items in the Hub and apply a multiplier. If the result is above a certain minimum threshold, we use it as the baseline; otherwise, we use a set value of 25 (the minimum number of views).
We then use the baseline to evaluate each individual metric for a qualifying Item, and determine where on the 0-100% scale the Item scores for each metric. Separate "perfect score" thresholds apply for each metric: the exact thresholds are proprietary, but if, for example, a perfect score for Landing Visits were defined as "50% of baseline", then any Item where Landing Views divided by baseline is greater than .5 would score 100% for that metric.
Once individual scores have been calculated for each metric, we then apply a weighting formula to arrive at an overall Content Score for the Item.
How Overall Content Score is Calculated for the Hub
The Overall Content Score for your Hub is derived from all of the individual Content Scores for Items: it is simply a weighted average of all the available Item Content Scores.
One other factor that is taken into account for the Overall Content Score is Link CTA Clicks and Form CTA Submits that aren't tied to a specific Item. For example, if a visitor lands in your Hub and interacts with a CTA on the home page, this won't count towards the metrics for any particular Item. However, it will be reflected in the Overall Content Score for your Hub.
Use Your Content Scores
Okay, so you know what Content Scores are, where to find them, and even how they're calculated. But what do you do this with information?
As with any metric, you could just treat Content Scores as interesting information in a "hmm, that's kinda neat" way. But to get any real value out of them, you should use your Content Scores as a tool to help you learn from your content.
To use them effectively, you have to understand what Content Scores can and can't do. Content Scores are great for surfacing your most effective content, and can also tell you when content is underperforming (i.e. if it has a good number of views, but does poorly on the individual component metrics). However, a Content Score can't tell you the reasons why a particular Item resonated well with your audience, or why an Item is getting a lot of clicks but is failing to convert. To draw those conclusions, you'll need to do a little bit of analysis. Here are some suggestions for ways you can use your Content Scores to learn from and improve your content:
- Review your top performers: Content Scores make it easy to identify the top performing Items on your Hub (Hubs > Dashboard > Content Performance). To learn what makes them effective, do a periodic analysis of these Items. What do they have in common? What type of content are they? Are you using particular keywords that are resonating with your audience? This is a great way to discover not just what your audience likes but also, more importantly, what makes them convert.
- Drill into low performers: Remember that Content Score measures effectiveness based on the interplay of a number of metrics, so understanding how these break down can lead to useful insights. Identify some low performing Items and view their metrics breakdowns. Look for discrepancies and weak individual metrics. For example, are overall Views high but Landing Visits low? This can indicate that visitors are interested in the content, but you might not be leveraging it enough with email, social media, or SEO.
- Remember that no score ≠ low score: The lack of a Content Score for some Items can also be helpful. Remember that a Content Score is only calculated when an Item reaches a minimum number of views, so no score doesn't mean that an Item is ineffective. A lack of a Content Score can be helpful for identifying Items which aren't being surfaced for some reason: you might have some content that should be performing, but hasn't had the chance to because it's buried in a Stream.
- Keep an eye on your Overall Content Score: Your Overall Content Score tells you how your Hub content is performing as a whole. This is an average of all your Item Content Scores, so a low overall score doesn't necessarily mean most of your content is underperforming — a few low performing Items might be dragging down the average, so the Overall Content Score can be a helpful indicator of their presence. Keep in mind as well that Content Score measures effectiveness, not quality. A low score might indeed indicate that an Item is deadwood, but it can also mean that the content just needs some tweaking to reach its full potential.