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Archive: Nov 2021

Why Web3

Edition #349 Why are marketers flocking to Web3? Hint: there are now more of us than before. We have a one, maybe two content advisory slots available for the next quarter. If you’d like some help, do ping me. Next week we’re partnering with the Content Writing Jobs newsletter, a great place to post jobs but also if you’re looking for a new gig. One big thing Why are marketers flocking to Web3? And tokens? It’s what… Continue reading

Ben Young
Ben Young
November 23, 2021

Building a Measurement Plan

Adopted by media & enterprise teams, creating a measurement plan upfront helps ensure success but also puts rigor in to the marketing activity. It’s almost like a mini check in. A marketing measurement plan, outlines: Objective of the marketing activity Tangible things that need to be measured Relevant metrics for the objective Tools used Workflow to capture, QA and surface that data so it is actionable. Where plans often go wrong, is if this is created as a final step,… Continue reading

Ben Young
Ben Young
November 22, 2021

The Art of Benchmarking

This is a skill marketers should adopt, continuously benchmarking. benchmarking is identifying older performance from competitors or your own, and then comparing current performance against it. This creates a tension around finding areas to improve and helps prioritize the changes to get there. The process to create your own benchmarks is simple. Go in to your analytics platform Select data for the last quarter Write down the average performance Now use this as your benchmark for all new pieces of… Continue reading

Ben Young
Ben Young
November 22, 2021

Should you create new content or improve old?

The real question is what role can benchmarks play in measurement? It can provide the decision tree for creating new or improving old content. The art of benchmarking is a valuable skill. Once you know how you are performing contextualize performance in either industry or prior benchmarks. This helps dramatically and answers two simple questions, should I create new content, promote it more or simply improve my existing content? If under benchmarks, focus on improving existing content. If you’re… Continue reading

Ben Young
Ben Young
November 16, 2021

How should you invest in distribution? And what is a person anyway?

It’s a cliche to say quality over quantity. But with content, you need to unpack it a bit. First let’s explore quantity, because it really does matter. If you have invested in the content, you need to get it out there. As a guideline, you should invest (time or money equivalent) of 5 to 1. That is for every hour you invest in content production, you should invest 5 hours distributing it. Or simply allocate budgets that way. Measuring reach… Continue reading

Ben Young
Ben Young
November 16, 2021