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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.
Analytics

What are the differences between B2B and B2C content marketing?

The differences between B2B and B2C content marketing comes down to the size of their audience. B2C relies on reaching a lot of people who spend less, whereas B2B reaches less audiences who spend more.  The types of purchases businesses make is different, it is more considered and researched. This means B2B content marketing can be a bit more precise, and go deeper with their content. Wheres B2C has simpler messaging and an easier to understand proposition.  B2B… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

Guide to Inbound Marketing Analytics

Inbound marketing analytics is the process of measuring and collecting data on inbound marketing efforts. The analytics help decision makers understand the performance of efforts and help them to identify areas to concentrate on. You may find these guides also helpful: Guide to Conversion Rate Guide to Content Marketing Analytics Guide to Bounce Rate and Guide to Scroll Depth   Why is inbound marketing analytics important? It is important, as it’s important to quantify the results of inbound… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What does content marketing do?

Content marketing enables marketers to reach customers where they are with smart, timely & relevant content. That content helps the customer, who in return develops a preference for the brand that helps them. That is the theory. … Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

Does content marketing still work?

Content marketing is an evergreen marketing tactic, yes it still works, it has worked for a long time and will work for the future. Smart content marketers use analytics as a feedback loop on how well their content marketing is working. So they can keep finding new areas of performance, of pushing the envelope. Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What does a content marketing agency do?

Content marketing agencies work with their clients to deliver on their marketing objectives. This can span from content strategy, analysis, ideas, content creation, distribution, optimization, analytics and/or reporting. They can also help integrate content marketing into the rest of your marketing mix. Content marketing agencies are incentivized to stay ahead of the curve, so can be a great resource to upskill or level up your content plans. And fresh eyes can be beneficial in finding areas of improvement. Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

Why do you need to hire a content marketing agency?

You hire a content marketing agency to help super charge your progress. They can help provide the extra resource you don’t have to progress your content marketing plan. Whether that’s strategy, content creation, analysis, distribution, analytics or reporting. They can help fill those gaps. Generally speaking it can be faster to get your plan off the ground, easier to access specialized talent and helpful for experts with fresh eyes to look at your content plan. Over time companies tend to… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

How can a content marketing agency help your business grow

A content marketing agency can help your business grow through successful execution of a content marketing strategy. The agency could provide any number of services, to complement or replace internal resources. This could vary from strategy, creation, optimization, analytics, reporting. Or all of the above. It can be a big advantage to access higher calibre talent, or specialists in an area, without having to take the full time cost on internally. Each business should strive for a balance between the… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What is customer journey analytics?

Customer journey analytics is the process of collecting, analyzing and deriving insight from customer journeys. Customer journey analytics helps to bring measurement & insight to the customer journey. Quantifying how many customers are in each part of the customer journey and how things change. It balances quantity and quality metrics. How many took action but also the propensity to do so. This cross analysis helps uncover areas of improvement.    Introduction Often used in digitally-led businesses, where larger parts… Continue reading

Ben Young
Ben Young
November 18, 2022
Commentary

Population behaviors

Edition #384 Strategy first decision making, thanksgiving and BuzzFeed earnings. Heading into Thanksgiving week, I’m reminded of a study we did a few years ago. We went deep on analyzing where and how content was consumed on Thanksgiving, and other things like Super Bowl. One takeaway was how the device engagement changed through the day, desktop tended to be higher in the morning, then adjusted to mobile through the day. Which when you think about it, isn’t too surprising. But when it comes to large populations of people and their behaviors, it is easy to overlook these things. Populations don’t behave the same as each individual person, which is a common mistake marketers make. This comes amongst this piece from the UK, via Gartner that marketers are looking to analytics teams to find more efficiency. And they’re right, analytics folks, this is their time to shine. Helping their companies find pockets of opportunity and areas to invest more effectively. But to also frame up data in a way that makes sense - and aids decision making. This is an area that I think needs continual investment. Especially amongst younger marketers, who have grown up in a world of light analytics provided to them by social networks. In one respect, the analogy of being spoon fed shallow insights from a social network, who spoon feeds little dopamine nuggets is too perfect. Which is a pity. Education is vital, to give marketers & advertisers better skills and capabilities. Yes a new entrant to the market can get started but a lot of money can be lost without that upskilling. That in itself is not new, this sector changes so rapidly, that there is always a need to upskill on underserved areas, it’s just that this is the area for right now. Notable stories this week Creators query whether platforms punish branded content and linking out. How the buy-side of the ad industry is now defining ‘premium’ content. Pixability extends brand suitability analytics to CTV. Netflix with ads isn’t that bad. < this is a good preview of the experience. [Cartoon] By bots, for bots. This is too good. Nike continues decade of innovation with its new Web3 platform .Swoosh. [Long form] The unbearable lightness of BuzzFeed. Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

What is advertising analytics?

Advertising analytics is measurement and analysis of advertising campaigns. The data is collected as ads are served and engaged with by consumers. Then pushed to an online dashboard, where advertisers can access their data and analysis.  There are a lot of specialist areas in advertising analytics where providers help cover a certain type of advertising or medium. Continue reading

Ben Young
Ben Young
November 14, 2022