Plan and Score Content

Overview

Data-Driven Content Strategy: Planning, Scoring, and Prioritization is an intermediate-level course for marketers and content creators ready to move from reactive content production to proactive, strategic planning. If you've ever wondered if your content is truly effective or struggled to decide what to create next, this course will provide the framework to answer those questions with data. You'll learn to build a powerful quarterly content roadmap, meticulously mapping each idea to specific buyer personas and their journey through the marketing funnel—a technique mastered by industry leaders like First Round Review. This course will teach you to transform your content strategy from a guessing game into a predictable system for success. You will then dive into the evaluative side of content strategy, applying a weighted scoring model to assess the performance of existing assets using traffic, engagement, and conversion metrics. This process, inspired by Content Marketing Institute frameworks, helps you objectively identify your strongest and weakest content. Through hands-on practice with tools like Trello and spreadsheet-based scoring models, you will not only plan your content with precision but also learn to continuously re-prioritize your efforts to maximize business impact. Effective content strategy is a continuous decision loop—plan, publish, score, and re-prioritize—rather than a one-time planning exercise.”

Syllabus

Building a Strategic Content Roadmap

This module lays the foundation for a proactive content strategy. Learners will move beyond creating ad-hoc content and learn to build a quarterly roadmap that is strategically aligned with business objectives. By defining buyer personas and mapping content to each stage of the marketing funnel, they will learn to deliver the right message to the right person at the right time. This module uses real-world examples from Google and Trello to make the planning process tangible and immediately applicable.

Scoring and Prioritizing Content with Data

In this module, learners will learn how to close the loop on their content strategy by using data to measure what's working and what isn't. They will move beyond simple vanity metrics to apply a weighted scoring model that evaluates content based on its true business impact. Drawing on models from the Content Marketing Institute and the agency Animalz, this module provides a framework for making objective, data-backed decisions to continuously improve the content roadmap.