Branded Content vs Content Marketing

The difference is that content marketing doesn’t have to have the brand present in the content. Branded content typically needs the brand present for it to exist. Branded content is defined as, content that is made for the express purpose of promoting a brand. If you took the brand out, the content couldn’t exist. Content marketing as, content created to educate, entertain or inform a brands potential and existing customers. The brand may or may not be essential in that… Continue reading

Guide to Content Measurement

Content measurement is the process of collecting data around content marketing initiatives.  Brands create content because it will help inform, educate or provide utility to potential customers. And if a brand can achieve that, customers will reward them, with brand awareness, loyalty, purchase intent or purchase. Measurement should reflect these objectives. Before proceeding further, if you do not know enough about content measurement, I recommend the following articles. What are the best free content measurement tools?   What is… Continue reading

Why is my conversion rate so low?

A low conversion rate means that less people are completing the conversion actions, compared to before. This could be a configuration issue, and/or a change in the dynamics of traffic. You need to diagnose this change, which is where your analytics system comes in helpful. Create a spreadsheet, for a date range, from before the conversion rate dropped and after. Then pull some of these metrics. Conversion by traffic source, and conversion by traffic source by device. Conversion by geography. Continue reading

Guide to Engagement Analytics

Engagement analytics is the process of tracking, measuring and processing of engagement actions on a webpage. The data is then shown in an online dashboard.   Why are Engagement Analytics important? Seeing how audiences engage, rather than passively view, a webpage or piece of content, helps to understand what is going to drive demand. Audiences seek out & share engaging content. Thus companies want to be able to tell if their content is engaging. In 2023, Google Search algorithms have… Continue reading

How to measure engagement with Nudge

Nudge enables you to collect engagement analytics on any webpage or content. Simply sign up, install the code, and view the data in the online dashboard. This post details how to get set up to measure engagement metrics. This can work on any browser based experience where javascript can be installed. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. Continue reading

Challenging Times

Edition #397 On the challenging market, new content studios, payment for AI to use content in its models and the latest from MacPac. I saw this tweet earlier in the week, MORGAN STANLEY: what happens when one or more of these five things are happening? MORGAN STANLEY: what happens when one or more of these five things are happening? 1) $SPX forward earnings declining 2) yield curve inverted3) Unemployment… Continue reading

Guide to Conversion Rate

Conversion rate is the rate at which potential customers take action after engaging with marketing & advertising initiatives. Conversion rate is calculated by taking the total number of conversions, divided by people that engaged with an experience, multiplied by 100%. i.e. 10 conversions, from 100 people, is 10%.   This post includes: Why is conversion rate important? What is a good conversion rate? How to track conversion rates How to Improve your conversion rate Why… Continue reading

Guide to Marketing Measurement

Marketing measurement is the process of measuring & collating data on marketing efforts. Analytics is the analysis of this data. There is often confusion between measurement and analytics. Strictly speaking analytics looks at the market and derives data from it, measurement is a direct measure of action. Colloquially though, marketers tend to intermingle the terms.   Why is marketing measurement important? Marketing measurement is important, as it means marketers aren’t operating in the dark. They have access to direct data… Continue reading

How to measure content effectiveness

This post dives into how to measure content effectiveness. There are discrete measures but often it can fall into areas of ‘it depends’. This helps to give the reader the tools to help answer the question – is this effective? Marketing effectiveness seeks to understand how well the work is producing the desired results. Before going further, these posts may be of help: Guide to Content Measurement Guide to Content Marketing Analytics Guide to Content Marketing & … Continue reading

Main Thing

Edition #396 Spotify to buy TikTok? Kottke turns 25 and Lifehacker sold. TikTok has been told to divest its US business, in light of security concerns about its data. Notably the US has asked TikTok to do this before and backed down. It’s hard not to see this as a bit of a geopolitical baton. Which it is. But Matt Weinberger of Insider Tech put out a tweet Wednesday morning, who would be the funniest company to… Continue reading