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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.

Presenting, an ode to content

Content is the heart and soul of how brands communicate, yet great content doesn’t create itself. We share an ode to content and what it takes to create it. It all starts with an idea. The story is told through real work from the archives. Continue reading

Ben Young
Ben Young
August 13, 2021

A guide to Content Marketing Analytics

Marketers say many of the tools they’ve been using are older, clunky, hard to use or keep on top of, hard to configure and get fidelity. This post explores what you likely need to think about in a content marketing analytics platform. This post includes: How do you use analytics to measure the success of content marketing?What are the different types of content analytics?What considerations do you need to make when selecting content marketing analytics?… Continue reading

Ben Young
Ben Young
August 5, 2021
Cash App My First Stock
Cash App My First Stock

2022 Begins

Edition #354 Microcosms, acquisition’s and PGA does content marketing. One big thing Welcome to 2022, a year already started with omicron confusion & disruption. Each of us in our microcosms. Microcosm is a great word to sum up operating this year. How can each brand operate in their safe zone. And as each of their competitors pushes that safe zone out, will they follow or not. We had an influx of subscribers at year end, so a warm welcome… Continue reading

Ben Young
Ben Young
January 14, 2022

Marketing Analytics

Marketing analytics is a dynamic continuous feedback loop on how a company is performing in their market. It canvasses brand; commercial; market & performance. Marketers use Nudge to measure their marketing activities. What makes Nudge different is the ability to measure things that were prior unmeasurable, providing fresh metrics, which makes it easier to understand where air is leaking out of the system and where opportunities lye. Insights, benchmarks & conversions help shift the team from analysis to action faster. Continue reading

Ben Young
Ben Young
January 10, 2022

2021 Fin.

Edition #353 Deal mania continues and we have a NFT :O. One big thing For a bit of fun and to say thank you, we minted some Nudge Punk NFTS.  If you’re a regular reader (we’ll check) send over your Solana wallet address and we’ll send you one. Thank you all for subscribing and sharing feedback through the year. If you need to get a wallet, I recommend creating a wallet with Phantom.app which works… Continue reading

Ben Young
Ben Young
December 23, 2021

Scale for Scale

Edition #352 Could Vox be the next great content company? One big thing Could Vox be the next great content company? This week they announced the Group Nine acquisition, making for a combined revenue of $700m turnover in 2022. Scale and quality. CEO Jim Bankoff shared: “Scale for scale’s sake is not what’s important but quality combined with scale, which is what this story is about, is going to be an advantage in the marketplace.” But that… Continue reading

Ben Young
Ben Young
December 17, 2021

Roblox

Edition #351 Roblox virtual experiences are it right now. One big thing Ralph Lauren launched their new fashion line in Roblox this week with digital only fashion items. As part of their virtual world ‘Winter Escape’.  Universes like Roblox are attractive to companies because they introduce younger users to their brands and give them a chance to see their marketing vision before graduating to real-world products. And traffic has been booming: VF Corp.’s Vans… Continue reading

Ben Young
Ben Young
December 10, 2021

End of 2021

Edition #350 14 business days left in the year, what the new year holds. One big thing If you take off between Christmas & New Years, there’s only 14 days left in 2021! What sort of things are you thinking about for the new year? If anything, I’m planning ahead on a few breaks, to keep me fresh. Sorting through the stories the last few months, it’s clear Web3 is going to continue to dominate conversations, with regulatory risk… Continue reading

Ben Young
Ben Young
December 3, 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

A marketing measurement plan, outlines the objective of the marketing activity, the tangible things that need to be measured, the relevant metrics for the objective, the tools used and finally the workflow to capture, QA and surface that data so it is actionable. Adopted by media & enterprise teams, setting a measurement plan upfront helps ensure success but also puts rigor in to the marketing activity. It’s almost like a mini check in. Where they go wrong, is if this… 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