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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.
Something that we’ve talked about a lot at Nudge are the quality metrics that Agencies, Brands and Publishers need to prove the ROI of their native content. But what about the media driving traffic to your native content? These content distribution channels need to be held to the same level of accountability as the content itself. “Content distribution should be optimized by attention, not by clicks.” Quality media metrics (for native content):… Continue reading
Each month Nudge looks into Native content within different categories to find out which content styles and publishers perform the best. It’s a chance to see what others are doing within your category and take learnings for your next campaign. For reviewing all content we’ve used the Nudge diagnostic. This is a tool that can be found at giveitanudge.com to find shares, estimated earned impressions and estimated media value. If you’d like to suggest… Continue reading
Talking to agencies, brands and publishers at Nudge, has shown us that people tend to focus on either engagement or attention for native content, rarely both. It’s important to get both sides of the story when it comes to engagement and attention. We mentioned last month about how you shouldn’t stop at engagement, you should dig deeper to understand if people are coming to read the content from the shares. However, you shouldn’t just stop there. Content isn’t created equally when… Continue reading
Campaign of the Week: The secret to truly understanding people? Meeting many different kinds and seeing what’s universal. Source: Upworthy Why we like it: This is a sponsored piece about the kindness in people. A really interesting intersection between Upworthy and Airbnb. Linking the two together promotes a sense of community for the Airbnb brand. Quote of the Week Native … is a torrid growth pace“… Continue reading
Native Content at it’s very heart is about fitting within a publishers style of content for a seamless user experience that allows brands to engage with the publishers audience. We’ve all seen great examples of true native content; NY Times for Netflix, BuzzFeed for BMW i3 and more. Why do these work so well? Because they combine a brand message with an editorial standpoint from a publisher that readers appreciate. To help explain why these work so well lets take a… Continue reading
We are seeking a junior product manager to join our team. It’s a generalist sort of role including: product design, management and some hands on marketing. Your background is probably in a range of design fields, prior people have come from industrial, to print, to digital. Day to day includes: – Management of product Nudge, from a design & user perspective – Leading the design of collateral (from digital to print) – Product marketing: content, social & advertising –… Continue reading
Campaign of the Week: CH25 – Cadillac A showcase of creators and innovators from a broad range of disciplines who are currently working to drive the world forward. Source: Cool Hunting Why we like it: A series of quotes and articles about the next generation of innovators with simple but well executed design. A creative way to share the future of our design industry and emphasize that Cadillac will be with us… Continue reading
Bounce rate has historically been an editorial based metric. It counts a bounce if you don’t click on another link, however, we now consume content differently. If I click on a link from Facebook, read the article and click back, that counts as a bounce with traditional tools. However, Nudge detects when you read that content – providing greater accuracy. This new way of detecting bounces is also a valuable way to review the different media sources driving traffic… Continue reading
Campaign of the Week: Via an Island of Hope, a New Home – AirBnB Airbnb helps visitors to New York City feel like they belong here, while simultaneously supporting Airbnb hosts and the communities where they live. Source: The New York Times Why we like it: A beautifully executed piece of content by the T Brand Studio that helped share information about Airbnb and educate on… Continue reading
Native advertising can seem a bit daunting. Media consumption is changing and native advertising is the answer. But native has new players, a new language, different methodologies and can sometimes feel a little overwhelming. Native is an exciting space that’s allowing brands to talk with their consumers in a more direct way than ever before. However, when it comes to native content it’s important to remember that without quality metrics you’re unable to prove the… Continue reading