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Back from NZ, with a tan that is rapidly fading. It’s been a good week, catching up and getting back in mid quarter. One big thing This week is awash with OTT stories – and you might be wondering why we would include these. But the strongest trend (and opportunity) we see is the inversion of tv and content. Branded content is being developed, then distributed via TV. A natural fit for digital brands, using the data and insights… Continue reading
The classic question, how do I create good content for our website? Let’s get back to basics, customers and future customers visit your website with goals in mind. Jot these down. Then look at what content could help them achieve those objectives, faster, easier, more effectively. A way to work backward on this is to go interview a few customers to understand their purchasing journey. Why did they buy? What else did they consider? How did they… Continue reading
Use a specialist marketing analytics tool that enables you to measure the things you need to measure. Specialist tools like Nudge, take all the learnings from the whole market, synthesize them and help establish the best practices. What are the most important things to be tracking? These enable you to measure how the content is performing, what is working, what isn’t working. To install these, it typically involves signing up, giving permission to access your social channels and installing code… Continue reading
Data-driven storytelling is about using data to support and move a story along. It adds weight. It adds depth. It adds credibility. Knowing that someone robbed a bank is interesting. Knowing that someone robbed a bank but got away with no money. It is more interesting. Use data to support and build your story. To add that extra color. Which makes it engaging. Continue reading
Happy 2020 🙂 How was your break? As you think about your content this year, getting more transparency in to how its performing, will help you see where you’re going. And we now have a self serve, pay as you go model, for your owned content. Give it a peek. (If you sign up, let me know, we'll add credit to the accounts of long time subscribers.) One big thing The Roaring Twenties will be… Continue reading
One big thing Enjoyed Ciaran O’Kanes 20 things for 2020, in particular, his comments on ITP. You may recall ITP is Apple’s tracking protection technology which has significantly impacted mobile ad revenue. “Safari has neutered the third-party cookie. Firefox has firebombed it. And Chrome is likely to gut it by year-end; 2020.” His view is that this is the biggest opportunity, to better monetize based on ITP. And I like that, I like the spirit… Continue reading
One big thing The streaming wars have dominated stories this week – with the launch of Disney +. And what an incredible launch, 10m subs after 24 hours. The story I really paid attention to was the Cadbury Amazon Fire TV partnership. Cadbury curated a selection of BuzzFeed's Tasty recipe videos to show on Fire TV. It’s yet another blueprint for how brands are using content, as the traceable commodity between all media. My take… Continue reading
Pleased to announce the youngest young joined the family last week, thanks for the notes. We’re back to normal albeit with less sleep. ? This week is jam-packed, so save a few links, keep an eye on commentary from Darren Herman and datapoints of note. Oh and LinkedIn launched a newsletter tool? One big thing The piece that I dug the most this week is the Spotify tapping Viacom for content marketing on DigiDay. And for a number of… Continue reading
Content marketing continues to evolve and so do the tools which help power it. There truly are many talented people, building little tools and apps but also platforms. Here we’ve compiled a list to help navigate. A couple of sites as useful resources are UseFI and ProductHunt. The former helps see what other brands have declared they use. And ProductHunt is where creators share their latest tools. So worth keeping an eye on what’s new. Here are our top tools:… Continue reading
One big thing The banner ad. For with it became immediately obvious that that internet could be a way to reach people. How? We put a sign on it. This week we celebrated the 25th year of the banner ad. That domino that created our industry is still falling. We liked RPA’s take. So what’s the domino happening right now? I think it’s the teleco going deep with mobile OTT partners, Quibi, Netflix, Peacock. What do… Continue reading
