How to Determine the Value of Content?

Data analyzes are the basis for planning targeted and successful marketing activities. Above all a good content marketing strategy is important if you want to generate leads and improve the visibility of the website on search engines. But even the best strategy does not do the trick if the quality of the content is not up to the challenge.

Table of contents

1. What Makes Content Valuable?
2. Measured values
3. Analytics tools
4. Advantages
5. Checklist: How to check the Value and quality of your Content?

What Makes Content Valuable?

High quality content is a must if you want to generate more traffic and have the edge over your competitors. But what makes content actually good and how can you measure its quality?
Valuable content informs, entertains, and solves problems, while also strengthening trust in your brand. For businesses, this means going beyond simple search engine optimization (SEO) tactics and instead focusing on content that resonates with the needs of real people. The challenge is that “quality” can be subjective. 
First, you should decide for yourself what good content is, what its features are, and how pronounced these characteristics must be in order to be considered high quality. These considerations must of course be made with regard to the target group: what preferences and needs have to be addressed in order to draw attention? That’s why it’s important to define clear criteria and measurable indicators that align with your company goals.

Measured values

You have to analyze certain values in order to make a sound statement about the quality of the content. Which values are accurate depends on the values most relevant and interesting to the respective company. Which of these items are emphasized is entirely up to the company.

The following measured values are relevant for determining the quality of the content:

• The number of page views
• The duration of page views
• The conversion rate
• The amount of words
• The average amount of sentences in a paragraph (the readability check)
• Lists and tables in a text
• Citations and references in a text
• Actual data and examples
• Keywords stuffing ratio

The values can be applied to the website as a whole or to individual content (e.g. landing pages).

When the measured values and their emphasis has been decided, a calculation formula should be created in order to obtain comparable results. It can be created simply by multiplying the individual factors (measured values). If a certain weighting of the values is desired, this can be easily incorporated into the formula as well.

Analytics tools

What would modern marketing be without analytics? Much more inefficient! Marketing automation tools such as HubSpot enable fast, clear and automated data collection and evaluation. Different channels can be recorded at the same time. The dashboard shows all the activities of the marketing automation software at a glance. This gives you all the important data without much effort. You immediately see which content is well received and can quickly initiate marketing strategies.

Beyond HubSpot, there are other valuable tools:

• Google Analytics: Provides detailed insights into user behavior, including bounce rates, session duration, and conversion tracking. Its advantage is flexibility—metrics can be segmented by source, device, or page, helping you see which type of content performs best.
• SEMrush / Ahrefs: Focused on SEO performance. These tools highlight which keywords your content ranks for, how much traffic it drives, and how you compare to competitors. They are particularly useful for improving visibility in search engines.
• Microsoft Clarity / Hotjar / Crazy Egg: These tools use heatmaps and session recordings to show how users interact with your content. You can literally see where people click, scroll, or drop off—valuable insights for optimizing layout and content flow.
• Copyscape / Quetext – Check for plagiarism and duplicate content issues.
• Originality.ai / GPTZero – Detect if content is AI-generated (useful for maintaining authenticity and avoiding trust issues).
• Hemingway Editor – Rates readability, highlights complex sentences and passive voice.
• Grammarly – Grammar, spelling, tone, and clarity suggestions.
• SurferSEO – Content scoring based on top-ranking pages.
• Clearscope – Helps optimize for topical relevance and keyword coverage.
• Frase.io – Analyzes SERPs and suggests content improvements.

👉 In short:

• Plagiarism checkers → ensure originality.
• AI detection → confirm authenticity.
• Readability & grammar tools → ensure clarity.
• Content scoring & topical tools → ensure SEO relevance.
• User behavior tools → ensure real people find it useful

By combining these tools, you gain a comprehensive view: search performance, user interaction, and conversion potential—making it much easier to measure and improve content quality.

Advantages

The advantages of content scoring are obvious: anyone who knows what content attracts interest among users has a good basis for expanding the customer base. By scoring your content, you will find out which topics will have the greatest impact on your visitors. Once you've found out what your target group is interested in and why, you can tailor your complete marketing strategy according to these insights.

Benefits of regular content scoring:

• Identify top performers: See which articles, videos, or landing pages generate the most leads and traffic.
• Optimize resources: Focus on content that works and stop wasting time on topics that don’t deliver results.
• Improve targeting: Discover which formats or messages resonate with specific segments of your audience.
• Increase ROI: Data-driven adjustments ensure your content marketing budget produces measurable growth.
• Stay competitive: Continuous evaluation helps you adapt faster than competitors and keep your content strategy relevant.

By conducting regular scoring, your marketing becomes more predictable, efficient, and aligned with business goals.

Checklist: How to check the Value and quality of your Content?

Here’s a quick checklist you can use to see if your content really delivers value:

✔ Does it match user intent?
Ask yourself: if someone searched for this, would they get the answer they expected?

✔ Is it accurate and trustworthy?
Check your facts, use reliable sources, and avoid outdated or misleading info.

✔ Is it original and helpful?
Make sure your content adds something new instead of just repeating what’s already online.

✔ Is it easy to read?
Use clear language, short paragraphs, and simple formatting so people can scan quickly.

✔ Does it offer depth without fluff?
The content should cover the topic enough to be useful, but not feel padded with filler.

✔ Is it engaging?
Does it encourage readers to stay, share, or take action?

✔ Is it optimized?
Relevant keywords, headings, and meta tags should be in place—but never at the cost of readability.

By running through this checklist, you can spot gaps and improve your articles. The more your content helps real users, the more valuable it will be to search engines too.