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
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
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
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
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
Nudge is a web analytics platform that is focused on attention and engagement from audiences. Tracking scroll metrics comes out of the box. Read on to see how to enable scroll analytics for your experience. You might use this for content marketing, native / programmatic advertising or just understanding how audiences scroll through your pages. Sign up to Nudge First you need to sign up to Nudge, click the sign up button. Enter your email and a… Continue reading
Content marketing strategy is a marketing strategy that seeks to leverage content marketing to deliver on an organization’s marketing objectives. The plan of action, enables organizations to be more effective in their content marketing efforts and communicate areas that they want to change. Elements of a content strategy are: Objective, what it is you are trying to achieve. Audience or target market, who you are trying to impact. Insights or… Continue reading
Content retargeting is serving content ads to people who have already read your content. It’s a new tool in the content marketers toolkit and allows you to manage your content funnel more effectively. Matching content to the buyers journey. For example: Someone reads your thought leadership piece. You then retarget a summary of your industry research. For those that read that research you retarget some of your latest case studies or customer interviews. The intention being to shift someone closer to being… Continue reading
Edition #395 LinkedIn launches collaborative stories (with AI prompts), FTC issues guidance on usage of AI terms and a new AI conference. Events are back, well, the ebbs and flows of events are back. Earlier this week, I was catching up with a friend, then we were off to some industry drinks, in parallel there was another set of drinks and another event. It felt very pre-covidy New York, where lots was happening and all at once. And that… Continue reading
In this post, we cover some of the latest content marketing tactics, but also some of the tried and tested. Do check out our ROI of content, it may be that you are already doing the right things and just need to make some adjustments to your content strategy, or how you frame success. Do also read our article on the factors that drive content ROI. What is the difference between a tactic and a… Continue reading