Think of a piece of content your team published recently. On a scale of 0 to 100, how would you rate it? And how would your rating help your company?
Stumped? Consider the method that Jared Whitehead devised for scoring content performance.
Jared works as an analyst in the marketing operations group at Red Hat. After 10 years of growth and acquisitions, the B2B technology company found itself in “constant chaos” with its approach to content.
Leigh Blaylock, who manages Red Hat’s global content strategy group and worked with Jared, notes the company “had so many acquisitions, so many products, so many marketing teams” that no one knew what content was meaningful and what content to say no to.
Last year, Jared, Leigh, and their colleagues set out to get Red Hat’s content under control. They wanted to figure out what content they had, what they wanted to keep, what was and wasn’t performing, and what …