Have you considered scorecard marketing? It’s an innovative and exciting way to provide personalized content to your audience, while generating targeted leads.
Plus, it goes hand-in-hand with content repurposing!
You can repurpose content to create your scorecard... and you can create new content based on the insights received from your scorecard.
Our Content Repurposing Effectiveness Scorecard was developed over approximately three months and was a real team effort. Everybody pitched in with their individual expertise and we are excited about the result, and we hope you are too.
Through the process of creating the scorecard we learned a lot and wanted to share some of our insights. In this podcast episode and blog post, we take you on a journey through scorecard creation. Discover why scorecards are beneficial to your business and your audience, and how you can utilize repurposing to make it happen meaningfully and effectively.
Press ‘play’ to listen…
…or read on for more.
In a recent episode, How to Scale Your Business with Content with Daniel Priestley, our Founder and CEO Amy Woods spoke with Daniel Priestley. Daniel is, among other things, the co-founder of ScoreApp – which is a brilliant questionnaire creation tool.
During Amy’s time with Daniel, he did a good job of selling his product! Soon after looking into scorecard marketing and ScoreApp we were sold! And we started on our journey to launching The Content 10x Repurposing Effectiveness Scorecard.
What is scorecard marking?
A scorecard is a quiz or questionnaire, but instead of just collecting answers, it uses the information collected to provide valuable results to the person taking it. As explained on the ScoreApp website, “Your lead gets more value than ever because it’s tailored specifically to them, and you get a tonne of data in the process.”
For example, our Content 10x Repurposing Effectiveness Scorecard asks 21 questions based on your strategy, your systems and processes and your people and resources. It tallies up the answers and provides personalized results based on whether you scored low, medium or high in each of these categories.
The benefits of scorecard marketing
Developing a scorecard for your audience presents a great opportunity for something innovative, fun and incredibly valuable, for two reasons.
1. It’s a great resource for your audience
As marketers, we are always looking for ways to provide valuable, personalized content that meets our audiences’ individual needs and a scorecard is an innovative way to do this.
You’re not just sharing useful content, you’re sharing content that is really specific to each person based on the information they have shared.
If the tailored results you create are valuable and really meet the needs and concerns of the person receiving them, you are building trust and credibility and proving to your audience that you understand them and their needs.
2. It’s a great resource for the company
A scorecard is also a great resource for the company because it is a fun, personalized way to reach warm leads and to find out more about those leads – more than just a name and email address – genuinely useful information that can be used to serve your audience better.
The more you know about your audience, the more prepared you are to provide them with what they actually want and require, both through your content and through your products and/or services.
Information gathered via the scorecard can be used to guide the direction you take your content in – from optimizing what you already have, to identifying gaps that you need to fill.
Of course, we always have a content repurposing mindset, and when creating this scorecard it was no different.
Right at the outset, the question was, “can we repurpose content for the scorecard, and will there be repurposing opportunities from the scorecard?”
The answer to both of these questions is yes.
We were delighted to discover that content repurposing and scorecard marketing go together like Batman and Robin!
Creating a Scorecard with Repurposing in Mind
As with everything worthwhile, creating a truly effective scorecard takes time and effort. This is why repurposing is such an important part of the process.
Here are some of the ways you can repurpose content for your scorecard
Identify content you already have that can help to deliver results for those completing the scorecard
Your audience receive results immediately after completing the scorecard. You obviously want to ensure you provide valuable and useful results.
To develop the results section you can repurpose your solutions-based content, providing useful advice to solve problems or improve performance. You want to create results for high, medium and low scorers, so dig into your content archives and see if you have content that would be suitable. You need to make sure there is an appropriate result for each level.
Repurpose and update content to use as recommended resources
When you deliver results, we recommend you direct people towards more of your content, so select your best and most relevant content for the category and scoring level to share as recommended resources.
TIP: Remember to refresh and update anything that was published a while back.
Keep an eye out for gaps and create new content to fill them
Don’t have any content to help you develop some of the results sections?
Don’t have relevant recommended resources to send people to?
Good news, you’ve just spotted content gaps that you need to fill!
If you find that you don’t have all the relevant content to repurpose this is the perfect opportunity to create new content specifically for the purpose of sharing in the scorecard. Of course if the content is shared on your website it’s going to benefit more than just the people who complete the scorecard.
Remember, you can repurpose this content again in the future.
Repurposing opportunities from scorecard data and insights
Because you are creating your scorecard with content repurposing in mind, you will have plenty of opportunities to continue repurposing going forward.
Scorecards are a data and information gathering exercise which also makes them a content generating machine!
You can repurpose the results and insights you receive into social media content. If you notice a strong trend coming through, or you learn something you didn’t know about your audience, you could create a podcast episode, video or blog post about it.
Ultimately, this process will also help you to identify gaps where your audience wants content that you don’t yet have – allowing you to create more content that is tailored to their needs.
If you’d like to see a scorecard in action, please do take our Content Repurposing Effectiveness Scorecard. You’ll see what the process involves and be able to consider if it could work for you, and of course, we hope that you find it really useful for yourself and your team!
It takes three minutes and the questions will get you thinking about your resources and your systems and processes and other areas of your repurposing strategy. After pressing submit, you’ll get a useful, personalized report.
And please give us your feedback on the whole experience. We’d love to know what you think of the process and the insights.
If you need support with content repurposing, please get in touch.
We offer end-to-end, done-for-you services, aligning with your content marketing strategy to help you maximize and prolong the life of your content. To read more, click here.
For further advice, look through our library of blog posts and podcast episodes. Plus, why not get your hands on Content 10x: More Content, Less Time, Maximum Results – the ultimate guide to content repurposing?