Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Marketing analytics is a confounding field, it can be immensely (and overly) complex at one end and then frighteningly simple at the other. But the best way to learn, is to get your hands dirty, to try some of the tools. And this forms the basis of any marketing career. You don’t have to be an analytics person to learn and get comfortable with marketing analytics. Analytics plays a role in each part of marketing, so even if this is… Continue reading
You can use analytics as a feedback loop to see how your digital marketing is performing. It helps with accountability, finding areas of improvement, and as KPIs for the team. … Continue reading
You could use tools like WordPress or Ghost to build a content hub quickly. Continue reading
Content hubs are important as they provide a place for brands to house all their content on a particular topic. This lets them focus on exactly what the customer needs and adjust accordingly. This post is part of the Guide to Content Hubs. Continue reading
A content hub is used to hold all the content in a specific destination for customers to find. Putting all the related content together in one place, makes it easier to find and navigate around commonly read content. For the brand it makes it easier to organize and optimize performance. Continue reading
The Nudge newsletter. It covers the business side of the creator economy where tech, creators and advertisers intersect. Continue reading
Metrics you should use in the attention economy: 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. Bounce rate, are people staying, but use a bounce rate… Continue reading
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
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
The creator economy exists inside the attention economy. Creators, create content, in eco-systems that are driven by attention. Those that get the attention then share in the rewards, with extra exposure and a revenue share. … Continue reading