TRAFFIC LIGHT OF CONTENT
Easily check, score and improve your content
Jump to …
Help others improve their content by sharing the link to this webpage with them.
New: The Traffic Light of Content as an Interactive Online Tool
Check your content online and view detailed evaluations for each individual criterion as well as the overall assessment. Download the evaluation for each piece of content as a PDF.
The Traffic Light of Content: Easily check, score and improve all your content
How can content marketing, marketing and PR succeed in creating content that exactly meets the needs of your target groups – permanently and in each individual case? How effectively do you contribute to the strategic and communication objectives of your company? How can you reliably check existing content?
In everyday work-life, it is often difficult to adhere to the quality standards that have been set once and to implement them. This is why I developed the content traffic light. Here I present you this valuable tool free of charge – with instructions and detailed questions about all seven criteria.
The content traffic light helps you and your team to quickly assess and improve your content in the main aspects that are crucial for your success – and thus also learn how to produce better content in the future.
A large number of people in companies and organizations, but also individual authors, have tested this easy-to-use score card and use it daily. May it help you, too.
Kerstin Hoffmann
Download the chart
Download starts immediately; no registration required (PNG, ca. 1 MB).
Copyright: please read
The Content Traffic Light is under published Creative Commons license. This means that you are allowed to pass them on and embed them unchanged.
A commercial disclosure, for example in consultation and training, is expressly excluded. Modification and exploitation, for example in other tools, as well as translations into other languages are not permitted.
– Promotion –
Keynote & Strategic Communications: Hire Dr. Kerstin Hoffmann
„Lively, captivating, humorous and extremely substanciated“, that’s what professionals say about Kerstin Hoffmann. Your audience will love her talks and will learn a lot.
All talks are available in English and will be adapted to the special needs and requirements of your audience.
Your products and services are outstanding, because you have invested a lot. Your customers are highly satisfied or even give enthusiastic feedback. That’s why you love what you are doing. But what about your community? What do you know about them? Do you use the same networks and platforms they do? And: Do you have a strategy, or are you still trying? Let’s figure this out together!
Manual: How to apply the Traffic Light of Content
Based on the seven criteria and their corresponding options, any type of content, post, or even early-stage topic idea can be evaluated – from a single photo to a long-form text, from a social media post to an e-book. The scorecard is not an objective instrument; rather, it is grounded in the specific content (marketing) strategy and the user’s expertise. However, it makes it remarkably easy to apply that expertise quickly and in a targeted way – without constantly having to refer back to the strategy manual or other guidelines.
The traffic-light system can also assist in internal discussions. For example, someone in the company – perhaps an executive – insists that the communications team should develop a particular topic for the corporate blog and distribute it across all social media channels. A quick check using the traffic light reveals that the topic doesn’t even achieve a decent (that is: yellow) average score in any area. This provides strong, objective arguments for either postponing the topic or taking another look at it: How can we adapt, refine, or expand the idea so that the resulting content scores better?
The simplest and fastest way to use the traffic light is to place it next to your content and select one field for each of the seven criteria. A more detailed analysis with nuanced sub-criteria is available through the interactive tool. You can use it directly in your browser and download the results as a PDF. Alternatively, you can use it offline by selecting one of the three statements for each criterion.
Take a look at your strategy first
Help others improve their content by sharing the link to this webpage with them.
The Content Traffic Light is a tactical tool. It complements the content strategy, but does not replace the strategic development. On the contrary: the better your strategy, the more effective your work with the content traffic lights can be.
In particular, you should ask the following questions before you start scoring your content:
- What are the strategic and communication goals we are pursuing with the content strategy?
- Which target groups / conversation partners do we want to reach?
- What do these people really need – in relation to our products, services and own goals?
- What value do our contents provide to these people, and how do they simultaneously contribute to our goals?
- Where do we find these people and when do we reach them?
The interactive Traffic Light of Content
Check, score and improve your content – text, image, multimedia – quickly and easily!
This tool is currently in a testing phase. Have you discovered a bug? Something is not working? Would you like to give feedback? Please write to me!
Here you can enter a code, inventory number, or label for the content piece you are checking. It is stored locally in your browser and included in the PDF you can download afterwards:
For each of the 7 criteria, you will find 3 statements. Please click a number from 1 to 5 for each statement:
1 = does not apply at all
5 = fully applies
Let’s start.
1. Relevance
The content is so interesting for the target audiences that they are highly motivated to engage with it.
The focus is on relevance for the other person, not on what we want to tell about ourselves.
1. In this content, recipients and conversation partners are the focus. We do not primarily present ourselves or speak only about our own interests.
2. We have checked that the content addresses real needs, concerns, problems, or wishes of the recipients or conversation partners with precision.
3. The people we want to reach see the relevance for themselves at first glance.
Evaluation Relevance: red – self-referential
Self-promotion and I or we messages that mainly interest one person: the sender.
Additional tip: Not everything has to be green. Nice to have content makes sense within a comprehensive content marketing strategy. Not everything can be of the highest relevance. Predominantly self-referential content, however, should be used only very sparingly and with careful consideration.
Evaluation Relevance: yellow – nice to have
The content is entertaining or interesting for the target audience, but more optional.
Additional tip: Not everything has to be green. Nice to have content makes sense within a comprehensive content marketing strategy. Not everything can be of the highest relevance. Predominantly self-referential content, however, should be used only very sparingly and with careful consideration.
Evaluation Relevance: green – essential
Representatives of the target audience feel that without this content they would miss something very important.
Additional tip: Not everything has to be green. Nice to have content makes sense within a comprehensive content marketing strategy. Not everything can be of the highest relevance. Predominantly self-referential content, however, should be used only very sparingly and with careful consideration.
2. Timing
This content is on point at the right time, exactly when the target audience needs it,
possibly even urgently.
1. We have evaluated our target audiences with their specific needs and their media behavior at particular times in detail.
2. We know the industry, market, and calendar dates and periods that matter for our target audiences.
3. We know exactly where our target audiences are when, and how we can engage in conversations with them there and stay in exchange.
Evaluation Timing: red – random
We do not know when the target audience is particularly interested or in need, or we ignore it.
Additional tip: In most content marketing strategies, a balanced mix of evergreen content and content that is critical at a specific time is recommended. For that, it is crucial to identify the needs of your target audiences and stay in conversation with them.
Evaluation Timing: yellow – fitting
The content is not particularly urgent or can be useful at any time.
Additional tip: In most content marketing strategies, a balanced mix of evergreen content and content that is critical at a specific time is recommended. For that, it is crucial to identify the needs of your target audiences and stay in conversation with them.
Evaluation Timing: green – crucial
Right now, the other person needs this content for their own success.
Additional tip: In most content marketing strategies, a balanced mix of evergreen content and content that is critical at a specific time is recommended. For that, it is crucial to identify the needs of your target audiences and stay in conversation with them.
3. Emotion
This content does not leave the target audience cold and does not remain purely factual.
It addresses the target audience personally. The other person sees a connection to themselves.
1. This content can touch the target audience in their own needs and perceptions in a way that makes them open to engage with it.
2. We have ensured that the mood of the text and visuals supports the content statements.
3. The emotional impact we aim for fits our brand, our core messages, and is aligned with our brand image.
Evaluation Emotion: red – neutral
Factual, boring, creates no personal involvement when reading, watching, or listening.
Additional tip: Content can trigger very different emotions, from goodwill to resistance. Even purely factual content can be more or less engaging depending on wording. That is why it is important to work deliberately on tone in your content strategy.
Evaluation Emotion: yellow – appealing
The tone of the content speaks to the recipient and fits the sender.
Additional tip: Content can trigger very different emotions, from goodwill to resistance. Even purely factual content can be more or less engaging depending on wording. That is why it is important to work deliberately on tone in your content strategy.
Evaluation Emotion: green – moving
This content reaches the other person emotionally through symbols and images.
Additional tip: Content can trigger very different emotions, from goodwill to resistance. Even purely factual content can be more or less engaging depending on wording. That is why it is important to work deliberately on tone in your content strategy.
4. Connection
This content creates connections beyond a single encounter.
It builds identification and a recognizable signature.
1. We reliably know why our target audiences like us, and we show them that and how we value them.
2. We set deliberate signals that support identification with our brand.
3. We deliberately created points of connection for lasting relationships and for the desire to meet again.
Evaluation Connection: red – none
The content stays on a factual level and offers hardly any points for identification or recognition.
Additional tip: Content marketing strategies should not be designed only for short-term results, but should create long-term relationships and brand loyalty. This works particularly well through visible people as brand ambassadors, through Corporate Influencers.
Evaluation Connection: yellow – temporary
The content feels likeable and trustworthy, but is still relatively interchangeable.
Additional tip: Content marketing strategies should not be designed only for short-term results, but should create long-term relationships and brand loyalty. This works particularly well through visible people as brand ambassadors, through Corporate Influencers.
Evaluation Connection: green – lasting
The content strengthens the relationship and invites staying in lasting contact.
Additional tip: Content marketing strategies should not be designed only for short-term results, but should create long-term connections and brand loyalty. This works particularly well through visible people as brand ambassadors, through Corporate Influencers.
5. Story
This content is memorable and tells a story that engages the other person
and gives them a gain in insight.
1. We defined the narrative goal of our content precisely and thoroughly beforehand.
2. The other person is guided through the story with a clear structure, including stages and intermediate insights.
3. We build tension effectively and lead to a clear outcome.
Evaluation Story: red – unclear
Internal logic and clear structure are largely missing.
Additional tip: Every good piece of content follows a thread and has an internal logic that keeps the recipient engaged. This applies not only to telling real or fictional stories, but also to any short factual piece.
Evaluation Story: yellow – conclusive
The content has a starting point and an end point, and it follows a clear thread.
Additional tip: Every good piece of content follows a thread and has an internal logic that keeps the recipient engaged. This applies not only to telling real or fictional stories, but also to any short factual piece.
Evaluation Story: green – thrilling
The content draws the recipient in, keeps them engaged, and leads them to an insight.
Additional tip: Every good piece of content follows a thread and has an internal logic that keeps the recipient engaged. This applies not only to telling real or fictional stories, but also to any short factual piece.
6. Benefit
This content contains a clearly identifiable value for the other person.
It meets needs and creates a gain for them.
1. This content solves an urgent problem.
2. Whoever invests time and attention can do, have, or know something clearly better afterwards.
3. The people we want to reach recognize this value for themselves at first glance.
Evaluation Benefit: red – questionable
The recipient may have more information, but it does not clearly move them forward.
Additional tip: The value for recipients should be recognizable at first glance, but it must also hold up under closer inspection. Content is useful only if something changes through it. That does not always have to be an insight gain. Entertainment value can also be a form of value.
Evaluation Benefit: yellow – likely
We provide valuable information, but we partly leave it to the recipient to recognize that value.
Additional tip: The value for recipients should be recognizable at first glance, but it must also hold up under closer inspection. Content is useful only if something changes through it. That does not always have to be an insight gain. Entertainment value can also be a form of value.
Evaluation Benefit: green – definite
Whoever engages with this content has a clear gain. The invested attention is worth it.
Additional tip: The value for recipients should be recognizable at first glance, but it must also hold up under closer inspection. Content is useful only if something changes through it. That does not always have to be an insight gain. Entertainment value can also be a form of value.
7. Action
This content triggers a defined, desired action. It supports our goals
while also serving the interests of the other person.
1. We defined how this content contributes to our communication and strategic goals.
2. We decided in advance what the next action should be once the recipient or conversation partner has finished with the content.
3. We know exactly how and by which indicators we measure whether the content converts successfully.
Evaluation Action: red – none
A call to action, even implicit, is missing. The recipient has no impulse
for a next step.
Additional tip: Some content motivates sharing, some leads directly into a purchase process, and some strengthens perception, meaning image. Not every piece of content should or can include an explicit call to action. What matters is that you clearly define the desired action or change in attitude for yourself.
Evaluation Action: yellow – obvious
The value or entertainment of the content is strong enough to motivate a follow-up action.
Additional tip: Some content motivates sharing, some leads directly into a purchase process, and some strengthens perception, meaning image. Not every piece of content should or can include an explicit call to action. What matters is that you clearly define the desired action or change in attitude for yourself.
Evaluation Action: green – compelling
The other person can hardly do anything but move into the desired next action.
Additional tip: Some content motivates sharing, some leads directly into a purchase process, and some strengthens perception, meaning image. Not every piece of content should or can include an explicit call to action. What matters is that you clearly define the desired action or change in attitude for yourself.
Total score: 0 out of 105
Overall rating Red: There is room for improvement.
Thanks for taking part. It was worth trying, but this piece of content clearly has room for improvement. The target audiences do not reliably see why they should engage with it, and several key points do not work together. Relevance, value, or tone remain unclear in important places, so the content has little impact. A pity for the space and the used bits and bytes.
The good news: the individual evaluations show where you can improve your content in a targeted way.
Potential and further development: A thorough revision is worthwhile, because even small adjustments can significantly improve your content. Start where the lowest individual values are, and work your way forward step by step. Use the statements for each criterion and check how you can achieve a better rating there. It may be worth revisiting the strategy at a more fundamental level. Information about target audiences and their behavior is likely missing. The Traffic Light of Content gives you many ways to work on details while also improving your overall content marketing strategy.
Additional tip: You do not have to turn everything green immediately. Invest deliberately in your premium content. If those pieces stand out positively, others can perform less at times.
Overall rating Yellow: This is promising.
The approach is solid, and that is visible right away. The content has clear strengths, but it does not yet reach its full potential. Some aspects already speak well to the target audiences and support your own goals. Others can still be refined in detail.
Potential and further development: For many content pieces, a score like this is completely sufficient. If you want to develop an acceptable piece into premium content, it is worth strengthening the promising elements and working on the weak points in a targeted way. Often, only a few adjustments are needed for the content to resonate more strongly and create more response. Use the statements for each criterion and check how you can achieve a better rating there. The Traffic Light of Content gives you many ways to work on details while also improving your overall content marketing strategy.
Additional tip: This evaluation is initially based only on your own assessment. That is why monitoring and success measurement are so important. Test variants as a next step and observe where response increases. This helps you develop a feel for how to reach your target audiences best with the right content.
Overall rating Green: Congratulations, a perfect hit.
Well done. If your self-assessment based on the questions is accurate, you have created a very strong piece of content that can really move your content marketing forward. Your content addresses the target audiences clearly, delivers a clear gain, and remains understandable throughout. Relevance, tone, and value work together coherently and motivate the other person to stay engaged and continue.
Potential and further development: This content piece is a strong example of how professional communication works. You have clearly done a lot right in the basics and in the strategic groundwork. You have the information you need so your content reaches the desired conversation partners and also supports your own goals. Use this piece as a template to develop more content in a similar direction and expand it deliberately.
Additional tip: Check which elements work particularly well here. Transfer them to other formats or topics. Step by step, this creates a reliable style, and you will need to check your content less often. What matters is the response from the other person. Monitoring and success measurement must show how well your content actually resonates with your target audiences.
This tool does not process personal data. Inputs are made locally in the users’ browser and not transmitted
Dr. Kerstin Hoffmann
Kerstin Hoffmann is one of Germany’s top experts, bloggers and book authors in communications strategy. Kerstin holds a PhD in Philosophy and has also taught at Heinrich Heine University (Düsseldorf).
Her blog „PR-Doktor“ is one of the most read and leading blogs about communications and marketing.
She has published several books that have become recognized as authoritative works in her discipline.
Help others improve their content by sharing the link to this webpage with them.
Abonnieren und vernetzen
