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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.
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 donโt 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, itโs not just a Pocket or an Instapaper, itโs adding community and now… Continue reading
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
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
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
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
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:ย Attention, seeing how much attention people pay to your content.ย Avg Scroll, the average scroll on each piece of content. Engagement rate, seeing the rate at which people take specific engagement actions.ย … Continue reading
This guide provides an introduction to B2B content marketing. Businesses in the B2B space use content marketing as a go-to strategy to deliver on marketing objectives. It allows them to engage customers and prospects close to the purchase decision, making it easier for them to make informed decisions. Table of contents Know your ideal customer profile Build awareness Content Marketing Metrics Different types of content marketing Effective Content Format Content Distribution Iterative… Continue reading
Digital marketing analytics is a process for organizing, collecting & analyzing data from digital marketing activities. The performance and insights then inform data-led decision making. Here is a 7-step guide to making the most of your digital marketing analytics. 1. Start with the business objectives and digital marketing strategy Understanding what digital marketing is trying to achieve first and foremost. 2. Find the metrics which suit those objectives Zooming in on the most suitable metrics to measure helps the… Continue reading
Analytics is the process of collecting, processing and analyzing data & insights it creates. Then taking business decisions from this data.ย The word “analytics” comes from the Greek word “analuein,” which means “to unravel” or “to analyze.” The word was later adapted into Latin as “analytica,” and then into English as “analytics.”ย This provides the right lens to think about it, analytica is the science of analysis. And data helps provide the mechanism for analysis.ย These… Continue reading
Edition #401 On how the modern media landscape supports writers like Grann, behind Ubers $500m ad business and more.ย I liked Noahs David Grann appreciation edition. For those of you not in the know, he is an author, that goes super deep into a topic, for years, and like a detective uncovers stories previously untold, and then brings them to life in a remarkable manner.ย His latest book, The Wager: A tale of Shipwreck,… Continue reading