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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.
The most commonly used are: 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. Conversion rate, rate at which people take the desired action. Bounce… Continue reading
Nudge. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. The platform does three things really well. It is easy to use. It has relevant metrics to reflect customer engagement. Insights, it analyses your data and gives you the… Continue reading
Nudge provides an array of metrics to help content marketers understand performance. The most commonly used are: 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. Conversion… Continue reading
A great place to get started, is to have a side project, where you install analytics. And it gives you an opportunity to make sense of the metrics, what each means and what the customer is doing when it is recorded. You can then use the metrics to find areas of improvement, what does this data tell me, about what I am doing and how I can improve? A side project is just such and say way to get started. Continue reading
The most common marketing metrics are: Reach, measured through number of people. Attention, how long people spend on your website/landing page/experience Click through rate, or clicks. How many people click through, or the rate at which they click. Conversions or conversion rate. How many people take the conversion action or rate at which they convert. Most systems will deliver a slice of these type of metrics. To help you find performance in… Continue reading
Marketing agencies can only guarantee the things that they can control. So if their mandate is marketing, to build assets, creative, messaging and distribution. These are the areas they know they can perform in. Once a prospective customer goes into a funnel, or hits a product store, there are then elements out of their control. That’s not to say it can’t be done, but companies have to be realistic. Where are agencies apply their work, and what is the best… Continue reading
If you had 10 minutes to find a way to improve performance of your content marketing, a great place to start is your analytics. Log in, and take a look at a few different things, what are my top performing pieces of content? And why? And then do the same with your lowest performing pieces of content. Seeking to answer the question, what does an ideal piece of content look like for me? And then you have made yourself smarter,… Continue reading
For SAAS content marketing, some recommended tips are: Keep the customer front and centre, your content couldn’t exist without your brand/product. Meet the customer where they are, with your content, tone and distribution. Continually improve, use data & analytics as a feedback loop to find areas of improvement. Prove your value to the rest of the business, link your content strategy through to business objectives. So all stakeholders can see its contribution. Keep pushing, keep pushing for more, better performance,… Continue reading
A great place to get started, is to sit down and describe the customer, who they are, where they work, what they’re facing. And how you product helps solve their problem. The more descriptive the better. Then you should simulate their purchasing journey, when they face the problem, what would they do next, what would they Google, who would they ask? And then seek to align your marketing strategy with that purchasing journey. This helps lay out your marketing funnel… Continue reading
It starts with asking the question – how can data help us with this decision? When you are going from a culture that isn’t data driven to one that is – you need to start with the basics. Asking this question will help get everyone aligned around, finding the data needed but also instigating change to collect more of the right kind of data. A business process to adopt, could be having a weekly dashboard meeting with your team. Continue reading