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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.

Content Marketing

Guide to SAAS Marketing

Software as a service (SAAS) marketing is a rich topic as firms compete for attention. Whilst software as a service companies exist in the cloud, traditional marketing principles still apply. But they benefit from the squishing of the sales & marketing funnel, whereby prospective customers and act and go from uninformed to educated very quickly. Which is what makes SAAS marketing such a competitive space. SAAS startups have to fight to be efficient, they can’t grow being less efficient than… Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

How do you deal with fake followers?

According to a report from last year, 12% of influencer had bought fake followers; put another way, that’s one in eight influencers – so this is a very valid concern. The other concern is whether followers are from your target geography. Before you get into technical solutions, some ways to mitigate this risk: Ask for references from brands that have been happy. Working with an influencer is akin to working with a freelancer. Ask for their reports from their… Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

What metrics matter when doing influencer marketing?

The top three metrics to consider are: Reach Engagement Conversion rate   Why is Reach important? Reach is how many people your campaign reached. Brands need to set a goal for how many to reach with their campaign. It is important because it enables you to see the impact it had your business. And to calculate things like ROI and back it into your costs.   Why is Engagement important? This is a common influencer KPI. Brands want to know that… Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

Common mistakes when doing influencer marketing

Using a platform like Nudge removes a lot of headaches, it helps commonize the metrics between all influencers, hold them accountable, consistent measurement means you can track ROI easier – and build your own benchmarks. Here are some others you may not have considered: Challenge 1. Using influencers for specific audiences Using bloggers for specific audiences is helpful for brands when it comes to raising their profiles. The Nudge Overlap feature helps brands understand if they have any issues with… Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

What are the best practices of influencer marketing?

Best practices to consider when doing influencer marketing: Find influencers who already use your product, i..e look internally. Look at email lists, look at key customers, it’s a lot easier to start from this. Invite influencers to an event that they can participate in, create content. Those that resonate with you could look to engage with further. Use an influencer platform to help identify influencers who have additive reach to your channels. Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

What are the benefits of influencer marketing?

Working with influencers, brands receive direct connections with their audiences. This is a great opportunity to connect with an already loyal follower base and have them see your brand in a new light. Often this comes through in the comments, where bloggers can connect with their audience and help build social sentiment. Finding someone else who knows your area well – and will craft content around it, that is likely to resonate with your audience, can dramatically improve your reach… Continue reading

Ben Young
Ben Young
November 7, 2022
Native Advertising

Guide to Native Advertising

Advertising that is designed to fit in with the environment in which it is served is native advertising. Ads that fit in. Rather than trying to put a round peg in a square hole, the ads are catered to where they are displayed. If you are new to native advertising, here are some articles we’d recommend: Best Branded Content & Native Advertising Examples of 2022 Glossary of native advertising terms How to Win at Native Advertising Before… Continue reading

Ben Young
Ben Young
November 4, 2022
Branded Content

What are the best practices when it comes to branded content?

In executing branded content initiatives, here are some best practices to consider: 1) The brand should be integral to the content. If you took the brand away, the content wouldn’t make sense. This is a strong pillar to achieve. 2) Trust your partners. Your partners who are often creating the content, are the people who create content day in day out for the audience. Trust them and give them creative room, to deliver on your objectives. 3) Set tight… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

Guide to Scroll Depth

Scroll depth is a metric that enables marketers to see how far customers are scrolling down a page. Scroll engagement is often expressed as scroll depth, or average scroll, both provide a feedback loop of what was in view of the customer. This provides a third dimensional view of the engagement, a person clicked through, and here’s how much of the page they consumed. If you are new to analyzing scroll, some recommended articles are: What is a scroll… Continue reading

Ben Young
Ben Young
November 4, 2022
Branded Content

Is Branded Content effective?

Here are some of the data points supporting the growth of branded content. Consumers are significantly more likely to understand why they’re shown native ads compared to ads on Facebook (57% vs 52%). – MarTech Advisor (August 7, 2019) This understanding extends to trust with 22% of consumers trusting native ads versus 17% trusting Facebook ads. 28% of consumers have clicked on native content in the past six months. Native Discoveries are considered educational, interesting, and relevant. [Via Sharethrough Study]… Continue reading

Ben Young
Ben Young
November 4, 2022