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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.

Analytics

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

Ben Young
Ben Young
March 21, 2023
Product Updates

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

Ben Young
Ben Young
March 17, 2023
Analytics

How to track Scroll Analytics with Nudge

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.   Sign up to Nudge First you need to sign up to Nudge, click the sign up button.  Enter your email and a password, or log in with Google.  Enter the domain that you want to track.  Nudge will then give you… Continue reading

Ben Young
Ben Young
March 14, 2023
Branded Content

Best Branded Content & Native Advertising Examples of 2023

We’ve been highlighting the best branded content since 2015. Find more inspirational pieces from previous years here: 2022, 2021, 2020, 2019, 2018, 2017, 2016, and 2015. What you are seeing, are the select pieces we feature in our weekly newsletter. Subscribing to that is the easiest way to keep on top of the best work.   Get Spam by Oatly. Great example of consumer goods brand living and bringing their… Continue reading

Ben Young
Ben Young
March 13, 2023
Content Marketing, How To

How to create a content marketing strategy

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

Ben Young
Ben Young
March 13, 2023
Commentary

AI Cubed

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

Ben Young
Ben Young
March 10, 2023
Content Marketing

SAAS Content Marketing Examples 2022

Each week we collate the best work in the industry, and share examples from SAAS companies doing content marketing effectively.   ASANA TheWorkback ASANA sponsored the Workback as part of their content marketing strategy. This enables them to have different types of conversations, and link back to ASANA.   SalesForce Plus An innovative example of content marketing, SalesForce launched their own streaming channel! SalesForce Plus. And they work with partners to co-create the content. CloudFlare… Continue reading

Ben Young
Ben Young
March 6, 2023
Analytics

Guide to Attention Analytics

Attention analytics aims to accurately measure how much attention a customer is paying attention to a marketing or advertising initiative. Attention is a metric that Nudge measures to enable marketers to see how customers are engaging with them. This post includes: What is attention analytics? What are attention metrics? Why are attention metrics important? Common attention metrics Common metric comparisons What attention metrics can you use on programmatic? What are the best practices… Continue reading

Ben Young
Ben Young
March 5, 2023
Analytics

Best Website Analytics 2023

As the year of the great analytics unbundling, where Google Analytics is retiring universal analytics to shift to GA, many are considering what their analytics stack looks like. Web analytics is a system for collecting, processing and finding insight in the data of web visitors. Typically installed through additional tracking code on the website, which collects the data and shows it in an online dashboard.  This list does not include intelligence solutions, each on this list, has its… Continue reading

Ben Young
Ben Young
March 3, 2023
Commentary

Spot-tok?

Edition #394 Spotify to become TikTok? Branded content inevitable? Acquisitions and Substack hits 2m subs. It’s been a bit of a crazy week – so will keep this note short. I really enjoyed Turners chat on Spotify introducing a feed. Which is how TikTok got started, as Musicly first, then TikTok. So it kind of makes sense, but Spotify is already big, they did it to help get big. Nonetheless, it would introduce more advertising options… Continue reading

Ben Young
Ben Young
March 3, 2023