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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 some good examples of an attention economy

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

Ben Young
Ben Young
November 4, 2022
Analytics

What is the attention economy

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

Ben Young
Ben Young
November 4, 2022
Commentary

Data rooms

Edition #383 Google is fragmenting measurement, Twitter doesn’t get it & social hooks. One big thing I 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 week Marketers 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

Ben Young
Ben Young
November 4, 2022
Analytics

What considerations do you need to make when selecting content marketing analytics?

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

Ben Young
Ben Young
November 1, 2022
Analytics

How do I make a content marketing report?

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

Ben Young
Ben Young
November 1, 2022
Analytics

Marketing SAAS products

Getting the word out there is no easy task. But if you have a great product, this makes it a lot easier. As your marketing teams can spend time educating the market on the product, the proposition, problems it solves and what it enables customers to do more effectively.  Often the main objective of marketing for SAAS is new logos. That is growth in customers. And that means getting in front of as many prospective customers as possible and… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

SAAS marketing meaning

The definition of SAAS marketing, is taking a SAAS product to market and enhancing it through product, proposition and price. Often people think of the actual marketing activities as being the definition. But marketing is a combination of all of these things. However, a lot more of the resources and effort goes into marketing activities like content marketing. What makes SAAS marketing unique is that the product is delivered online, available to the customer 24/7 and marketers typically have direct… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What is the best SAAS marketing tool 2022

Nudge. Nudge lets you see how many people come through each traffic source, the engagement that comes from sharing. And how these traffic sources engage with your website. This is invaluable in shaping your channel strategy, as not only can you quantify how many came from each source, but the relative quality of each source. To see how it is driving impact for your website and your objectives. … Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why is it hard to scale up SAAS marketing

SAAS companies tend to get started with one or two niches, which lets them break through. And this is why SAAS companies find it hard to scale up. Because they run out of room in their niches. Whereas students of Byron Sharp – How Brands Grow, know that SAAS companies need to go broader with their targeting and continue to refresh the memory of their prospective markets.  This is why SAAS companies struggle to scale, because they need to… Continue reading

Ben Young
Ben Young
October 28, 2022