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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.
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
Analytics

SAAS Content Marketing, a 10 step guide

This guide provides an introduction to the SAAS content marketing. Software as a service companies (SAAS) see content marketing as a go to strategy. Content marketing is using content to deliver on marketing objectives. For SAAS this is ideal, because it enables them to engage customers close to the purchase. Potential customers can quickly buy or try the software with a few clicks from content.   Table of contents: Know your ideal customer profile Build awareness Content Marketing… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What analytics make sense for content hubs?

When it comes to analytics on your content hub, some metrics to consider: 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… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

Types of marketing metrics

There are often two types of metrics, quantity and quality metrics. Quantity measures quantify how many people completed an action. Quality metrics, look to see the rate at which people take an action. For performance, more people generally are needed. But you also need to make sure they are competing the actions at an acceptable rate. Otherwise you are wasting your money. Which is why marketers consider both types of metrics. … Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

Why are metrics and analytics used in marketing

Metric and analytics are used in marketing to enable marketers to improve performance. They act as a feedback loop, informing marketers, of how customers are engaging with their marketing efforts. Without these, marketers would be operating in the dark and without accountability. Not a great situation for driving results. … Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

Why measure marketing metrics?

The reason marketers measure marketing metrics is to provide feedback on how effective marketing is performing. This then enables marketers to take action, find areas of improvement, allocate resources more effectively, whilst keeping the customer front and centre.  It is a vital feedback loop. The role of marketing metrics in that feedback loop is to give context and color to the feedback. They help inform different actions which took place, and different types of analysis, all with the express… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What are marketing metrics used for?

Marketing metrics enable marketers to see how customers are engaging with their marketing. They act as a feedback loop, which then can be used to understand performance, set KPIs, scale marketing efforts and link back to how marketing is driving results for the business. Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What is marketing metrics strategy?

Marketing metrics strategy is ensuring that the metrics you are collecting, are a helpful measure of progress and successful delivery of your overall strategy. Without an understanding of this, it is hard to be sure that you are being effective with your marketing strategy.  For example, let’s say your strategy was to educate customers of a new product offering. You might select metrics, that help you understand how many customers you reached, and then how effective you were ad… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What is digital marketing metrics?

Digital marketing metrics are measures of marketing performance. They can often be grouped into two categories, quantity and quality. Quantity measures quantify how many people completed an action. Quality metrics, look to see the rate at which people take an action. For performance, more people generally are needed. But you also need to make sure they are competing the actions at an acceptable rate. Otherwise you are wasting your money. Which is why marketers consider both types of metrics. The… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What are the marketing metrics at the start of a campaign

At the start of a campaign, metrics you may consider 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… Continue reading

Ben Young
Ben Young
November 4, 2022