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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.

Content Marketing

What are the Content Marketing Engagement metrics?

Marketers seeking to understand the impact of their content, want to understand the engagement users take on it. This means capturing events or actions which indicate some extra level of engagement with the content.  These engagement metrics would be: Attention, the way Nudge measures it, second by second, to see if someone is actually consuming the content.  Average scroll, seeing how the user scrolls through the content.  Engagement rate, the rate… Continue reading

Ben Young
Ben Young
May 29, 2023
Commentary

Preference

Edition #404 On why some investors get a preference, Yeti & Vox and Substack spam. Back after a bit of a break. Last week Vice filed for bankruptcy. There’s been a bit of unpacking what happened. A lot of the reasons can be explained by bad capital allocation, but that’s a little too easy. Last year they did over $600m in revenue, so why has the music stopped now? It seems Vice are unable to make their… Continue reading

Ben Young
Ben Young
May 26, 2023
Analytics

Analytics Statistics 2023

Each week in our newsletter we share the latest info we find. This post collates those for the year. Marketers question viability of full-funnel measurement, only 53% of marketers are confident of full-funnel measurement. Software spending in 2024 should rise 12%. 79% of marketers expect marketing goals to increase this year. Brand recall and enjoyability are the top two key attributed that determine the success of brand campaigns. 33% of business leaders said they… Continue reading

Ben Young
Ben Young
May 24, 2023
Analytics, Content Marketing

B2B Content Marketing Metrics

This post outlines the metrics B2B marketers should focus on when it comes to content marketing. Marketers focus on metrics that indicate that the content is having an impact on its potential customers. And for B2B, every interaction is valuable.  Nudge measures content marketing for many B2B brands and the metrics that businesses focus on are: People, how many real people are consuming your content.  Attention, attention is correlated to conversion rate so is vital. … Continue reading

Ben Young
Ben Young
May 13, 2023
Commentary

Outcompete

Edition #403 On beating TikTok, AI content, google helpful content changes and the uncanny valley. I liked Tim Hwangs framing on the TikTok situation, the aim should be to outcompete it. Yeah, if you don’t like it and have a better product, yes, bring it market, do a better job, lift the standard, engage folks more. And this is what Artifact is doing, it’s not just a Pocket or an Instapaper, it’s adding community and now… Continue reading

Ben Young
Ben Young
May 5, 2023
Commentary

Spotify strength

Edition #402 Spotify goes from strength to strength, brands want in Apple News & Time removes its paywall. You might wonder why I dive into the odd earnings report, I like to keep up to date, but it is where meaningful changes have to be shared with the market. Also analysts prod, and ask questions, ignoring the answers just seeing what they ask tells you something. During earnings week, they tend to dominate the news, so other stories… Continue reading

Ben Young
Ben Young
April 28, 2023
Content Marketing

Content Marketing for Financial Services

Content marketing is using content as part of the sales and marketing process to attract, educate, qualify and acquire customers. Financial services (and fintech) have been early adopters of content marketing. Education has long been a part of financial services. Educating prospects of a particular financial product or service, so they can evaluate if it fits for them. So the transition to content marketing has been a natural one. Fintech has also been fast to follow, especially as content marketing… Continue reading

Ben Young
Ben Young
April 26, 2023
Analytics, Content Marketing

How to do content promotion optimization with Nudge

This post details how to do content promotion optimization with Nudge. Nudge is an analytics tool that helps content marketers drive performance. Content analysis requires art and science, which Nudge seeks to address through providing traditional metrics and attention & engagement metrics which show how readers are engage with the content.   Nudge enables additional analytics on content promotion sources, providing extra metrics like: Attention, measuring second by second how much attention a traffic source is driving. Continue reading

Ben Young
Ben Young
April 26, 2023
Analytics

How to do website traffic analysis with Nudge

Examining traffic sources is as old as web analytics itself. Seeing where and how visitors are discovering your website is very valuable. Nudge enables additional analytics on traffic sources, providing extra metrics like: Attention, measuring second by second how much attention a traffic source is driving. Bounce rate, but updated to measure if someone engages in your content or not. Why the need to update bounce rate? Well a reader might click an article, read… Continue reading

Ben Young
Ben Young
April 26, 2023
Analytics

Guide to Content Marketing Metrics

Are are measuring the right content marketing metrics? Here are the most common content metrics. Compare these to what you are currently measuring to find areas of improvement. The most common metrics marketers are adopting for content marketing are:  Attention, seeing how much attention people pay to your content.  Avg Scroll, the average scroll on each piece of content. Engagement rate, seeing the rate at which people take specific engagement actions. … Continue reading

Ben Young
Ben Young
April 25, 2023