CONTENT AUDITS AND PERFORMANCE SCORING

I help brands and agencies understand what's working—and what isn't—in their content libraries.
Using my proprietary scoring model, I evaluate performance across channels, formats, investment levels, and audience behaviors—turning lived performance history into a data-driven roadmap for what comes next.
The model is informed by extensive audits of thousands of posts across brands, categories, and creative formats, resulting in a scoring system built on real-world performance patterns.

Why Content Audits Matter More Than Ever

Most brands publish content without true visibility into what drives performance. Outcomes differ wildly by:
  • Channel
  • Creative Format
  • Ad Objective
  • Organic vs. Paid Distribution
Raw metrics alone don’t explain whether a message achieved its purpose.
And comparing posts—especially across formats—is almost impossible without a system.
That’s what the Em Dash Score solves.
It normalizes performance across every variable and translates complex data into a single, 1–100 score anyone can understand.
Clients get a clear, comparative view of what resonates, what doesn’t, and how to optimize their messaging.
My scoring methodology was built to solve these real-world challenges at scale, delivering clarity and comparability that redefine how teams understand their performance.

Who This Service Is For

Brands

Ideal for social-savvy brands with consistent posting cadences—especially those that boost newsfeed content and publish similar messaging across multiple platforms.
This service gives brands:
  • A transparent view of content performance
  • Scoring built on audience behavior, not vanity metrics
  • Normalized comparisons across channel, format, and investment
  • Objective performance insights—no agendas attached
  • Insights to guide future creative and strategy

Agencies

Most agencies struggle to answer “How did this content perform?”—especially when they’re evaluating their own work.
I serve as a white-label analytics partner who:
  • Provides an independent, objective scoring model
  • Handles large-scale content evaluation
  • Builds year-end or quarter-end performance assessments
  • Helps agencies upsell deeper analytics in their scopes

The Truth About Content Performance

Most reporting structures fall short because they fail to account for real-world consumer behavior:
  • Video creatives prompt fundamentally different interaction behaviors than static image posts
  • Audience behavior varies significantly by channel
  • Creative that performs well for paid often underperforms organically—and vice versa
  • Paid objectives shape outcomes; a post optimized for reach doesn’t behave like one optimized for engagement or video views
  • Placement drives distinct performance outcomes, but most reports aggregate them indiscriminately
  • Saves and shares signal deeper value, yet most reports weight them the same as likes
  • Dark posts can outperform organic content without ever appearing in the grid
  • Audience fatigue lowers engagement rates, but most reports treat it like weak creative
The Em Dash Score resolves this by systematically accounting for these variables and assessing performance within the client’s own ecosystem—not through broad or unreliable industry benchmarks.

How the Em Dash Score Works

For Organic Content:
  • Scored on impressions, engagements, and video performance
  • Static images are evaluated only against other static images
  • Video content is evaluated only against other video content
For Boosted Newsfeed Content:
  • Scored based on the campaign objective (reach, engagement, or video performance)
  • Normalized using efficiency metrics (CPM, CPE, CPV, average watch time)
  • Weighted appropriately against organic performance
For Multi-Channel Publishing:
  • Facebook, Instagram, LinkedIn, TikTok, YouTube, and X weighted based on publishing intent
  • Combined into one clear 1–100 performance score
Scores are derived relative to a 12-month historical baseline, ensuring consistency and comparability. The result is a fair, rigorous, and transparent scoring model grounded in how social platforms truly operate.

How Clients Work With Me

Pre-Scoring Audit

A full review of your content library and channels.
This includes a recommendation on how your scoring should be customized—for example, weighting Instagram more heavily than Facebook.

Content Evaluation & Scoring

Every post receives:
  • A 1–100 Em Dash Score
  • A performance band (Poor → Excellent)
  • Organic and paid breakdowns
  • Channel-specific scoring
  • Cross-channel combined scoring

Leaderboards & Insights

Client-ready rankings for:
  • Top organic posts
  • Top paid posts
  • Top combined performers
  • Best-in-format (static, video, short-form, etc.)
  • Best-in-channel

Strategic Recommendations

A full insights report outlining:
  • Content themes to prioritize
  • What to optimize or scale back on
  • Creative attributes that consistently win
  • Where to boost vs. where to stay organic
  • Channel-level opportunity areas
  • Next-quarter creative direction

My Scoring Philosophy

Honest. Rigorous. Zero Spin.
The Em Dash Score isn’t about inflating numbers; it’s about understanding performance clearly—so brands can make better, smarter content.
Underperformance isn’t failure. It’s information.
My role is to pull the signal out of the noise.

What You Get When You Hire Me

  • A proprietary scoring model unique to your brand
  • A true apples-to-apples comparison across all content
  • Independent, unbiased evaluation
  • Insights that shape content strategy
  • Clear direction on what to create next
  • Full channel, format, and objective normalization
  • Transparent methodology you can share across your team
  • White-label ready reports for agency clients

Ready To Get Started?

CONTACT ME
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