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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 your tips for SAAS content marketing?

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

Ben Young
Ben Young
November 4, 2022
Analytics

How to develop a content strategy for your SAAS sales and marketing funnels

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

Ben Young
Ben Young
November 4, 2022
Analytics

How to create a data driven culture

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

Ben Young
Ben Young
November 4, 2022
Analytics

What is an example of data driven?

An example of this, would be, to go and analyze the data on all of your content. You then use that data to help you decide what to do next. Maybe you go and improve a piece of content marketing. Maybe you go and write more content in a specific area because it is performing well. Maybe you increase spend on a platform, because it is performing well.  The point is that the data is help uncover areas to… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What is data driven marketing?

Data driven marketing is marketing that has data at its core. Where data is collected, processed and analyzed to inform marketing. To help provide guidance on areas to pursue, to make predictions and find improvements.  Data driven marketing has more accountability and is in a better place to drive performance. … Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What are the best practices for content marketing analytics?

The best practices are to:  1. Ensure you have a clear strategy, and have linked what metrics are relevant to delivering on that strategy.  2. Have set up your analytics to reflect this. And had it QA’d.  3. Have set up a good reporting cadence to stakeholders. 4. Understand how your content marketing drives business objectives, and can articulate that.  5. Check the data frequently, you could pin the tab, to see how it is performing. Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

How can I improve my bounce rate?

You can improve your bounce rate through identifying the key cause of the bounce rate. It could be accidental clicks from a traffic source. It could be when users clicked they were expecting something else. So you need to optimize your ads or headlines. Finally it could be that your content is not good and needs improving.  Read more on reasons for high bounce rates. Areas to look at: Check the page experience, does it load quickly. Does… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What happens when my bounce rate is high?

A high bounce rate means that the webpage isn’t fulfilling the customers expectations, so they leave. That could be accidental clicks, a misalignment on headlines or poor content quality.  It is worth considering what method of measuring bounce rate you use. Newer platforms like Nudge improves the accuracy of the measure of the bounce rate by excluding people that actually engage with the page and read it from the bounce rate calculation. In older measurement systems this would… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What does 100% bounce mean?

100% bounce means no one is engaging with your website, they are all leaving. This is typically not a desirable outcome, as each of these users isn’t having their needs met. Further investigation may be needed. It is worth considering what method of measuring bounce rate you use. As 100% bounce rate with traditional analytics might be hiding real user behavior. Newer platforms like Nudge improves the accuracy of the measure of the bounce rate by excluding people that… Continue reading

Ben Young
Ben Young
November 4, 2022