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BlogBridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Content hubs are important as they provide a place for brands to house all their content on a particular topic. This lets them focus on exactly what the customer needs and adjust accordingly. This post is part of the Guide to Content Hubs. Continue reading
A content hub is used to hold all the content in a specific destination for customers to find. Putting all the related content together in one place, makes it easier to find and navigate around commonly read content. For the brand it makes it easier to organize and optimize performance. Continue reading
The Nudge newsletter. It covers the business side of the creator economy where tech, creators and advertisers intersect. Continue reading
Metrics you should use in the attention economy: Reach, how many people are we getting in front of Attention, how long people are engaging for each click. Average Scroll, how are customers consuming the page and content. Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc. Bounce rate, are people staying, but use a bounce rate… Continue reading
YouTube is a good example of the attention economy. It lets content creators upload content from all around the world, then serves the most relevant content to each of its users. The content that cuts through then gets a share of advertising revenue. Facebook is another good example, we all visit to see content from others that have been uploaded. Facebook sells part of our attention to advertisers, as long as their content is good enough for our attention. Continue reading
The attention economy describes the digital media landscape we live in, where this is high competition for attention and infinite choice for consumers to pay attention to. Thus making it hard to get and hold a customers attention. Continue reading
The creator economy exists inside the attention economy. Creators, create content, in eco-systems that are driven by attention. Those that get the attention then share in the rewards, with extra exposure and a revenue share. … Continue reading
Edition #383Google is fragmenting measurement, Twitter doesn’t get it & social hooks.One big thingI mean, every story has been about Twitter this week. The tldr; is, they don’t get it. At least they appear to have no idea when it comes to how to improve the ad product.Last week I shared a POV around how they need to improve the tools they give advertisers. Doing that, without changing the ad product, could help activate the millions of advertiser accounts - they already have - but are not spending.Given the wide chasm, I’m not clear where the dissonance is. What does Twitter know internally that we outside do not?Notable stories this weekMarketers brace to defend their ad budgets in an unsteady economy.
Why Google is building separate data clean rooms for audience targeting and measurement.
Sharethrough launches CTV ad enhancements to drive viewer attention.
Media buying briefing: media agencies look to Web3, influencers to grow content marketing.
Newsletters are booming. Can their ad products catch up?
Patreon adds a long-awaited native video feature.
Twitter has never understood the creator economy.
Bloomberg opens up its first party data to advertisers.
The problem isn’t that Elon Musk owns Twitter - it’s that you don’t. And his biggest problem may be its advertisers.
How MrBeast builds amazing social hooks. Continue reading
Firstly, do make sure you have a solid understanding of your content strategy and how you drive ROI. These can dictate your needs in this area. Six consideration you should make when selecting a platform. The best tool is the one you use Third-party measurement is vital Benchmarks Time to insight Distribution impacts success too, so make sure it is measured effectively A good tool will help improve your old content too 1. The best tool is the… Continue reading
Creating a content marketing report follows a logical flow to outline the activity and resulting performance. Start with the marketing objective, here’s what we are seeking to achieve. This helps to provide context for the document and remind the recipient of why this work is being done. Then share top two or three findings for them. A framework for the report might look like: Reiterate the objective The dates of analysis Screenshots of the work Summary of performance and timeline… Continue reading