Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Edition #401 On how the modern media landscape supports writers like Grann, behind Ubers $500m ad business and more. 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. His latest book, The Wager: A tale of Shipwreck,… Continue reading
Content marketing is a powerful strategy for startups as it can help them engage potential customers and generate interest in their products or services. Here is a 10-step guide to content marketing for startups. Table of Contents: Know your ideal customer profile Build awareness Content Marketing Metrics Different types of content marketing Effective Content Format Content Distribution Iterative Approach Managing Expectations Avoid Mistakes Integrate Strategy 1. Know Your… Continue reading
The career path for content marketing can vary depending on the individual’s background, skills, and interests. However, here are some common roles and career paths in content marketing: Content Writer/Copywriter: Content writers create written content for a variety of formats such as blogs, articles, social media posts, email marketing, and more. Copywriters are a specific type of content writer that specialize in writing persuasive copy for marketing materials like ads, product descriptions, and sales pages. Content… Continue reading
Content marketing has been around for centuries, but it has only recently become a popular buzzword in the world of marketing. The concept of using content to attract and engage customers has been used by businesses and individuals since the dawn of communication. One of the earliest examples of content marketing dates back to 1732, when Benjamin Franklin began publishing his Poor Richard’s Almanack. The publication was filled with practical advice, humorous anecdotes, and witty aphorisms that appealed to readers… Continue reading
This guide provides an introduction to eCommerce content marketing. eCommerce companies see content marketing as a go-to strategy, using content to deliver on marketing objectives. For them, this strategy is ideal because it enables them to engage customers close to the purchase, making it easier for them to buy or try products with just a few clicks. Table of contents Know your ideal customer profile Build awareness Content Marketing Metrics Different types of content marketing… Continue reading
UTM parameters are an important tool for tracking the effectiveness of marketing campaigns. What does UTM mean? UTM stands for “Urchin Tracking Module”. Urchin was a web analytics tool that Google acquired and used to develop Google Analytics. The tracking module enabled classification of traffic sources. This post includes: Introduction to UTM parameters How do they work Why are they important? Different types Best practices Privacy considerations FAQs about UTMS Introduction… Continue reading
Edition #400 We hit our 400th edition! Wow, thank you. A note from me and the regular stories, from Instagram to Weather channel and streaming/search data. I thought I’d share more on why I continue to justify the time to do it and some of the behind the scenes. This newsletter has grown and evolved so much over the years. Initially it was just a recap of notable stories in the native advertising space, as there was… Continue reading
In this post, a comparison is made between Adobe Analytics and Google Analytics, two popular web analytics tools. Adobe Analytics is a comprehensive platform that provides real-time insights into customer behavior and offers advanced data visualization tools and strong integration with other Adobe products. However, it is noted that Adobe Analytics has a high cost of ownership and a steep learning curve. On the other hand, Google Analytics is highlighted for its accessibility and user-friendly interface, although it has… Continue reading
The recent Google helpful content algorithm changes have hit many hard, with decreased rankings, traffic and then in turn business. Google has been seeking ways to ensure that search results are helpful, and genuinely helpful to the person searching at that point in time. “To this end, we’re launching what we’re calling the “helpful content update” that’s part of a broader effort to ensure people see more original, helpful content written by people, for people, in search results.” These… Continue reading
Content marketing is using content as a communications medium to deliver on a brands marketing goals. This post outlines an introduction to Content Marketing with links to resources to go deeper. Table of contents Introduction Strategy Recent growth Pros and Cons Common Metrics FAQs Introduction The reason it is so popular is that consumers can access content anywhere, and often prefer to engage with content (over other formats) to learn more. Then… Continue reading