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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 is involved in a marketing intelligence system?

It all starts with the data collection, collecting the data and insights to feed into the system. Where it gets super valuable, is the internal analysis, that overlays, how marketing has really worked for you. Building your internal scorecards for performance, benchmarks from prior work. To help inform and shape what success in the future will look like. These enable your teams to have an advantage over the competitors, as you’re not just operating from market intel but your own… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Best marketing intelligence tool for traffic reach and channel strategy

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. Nudge enables you to get customer insights with ease, diving straight into… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How can we fast track marketing analytics skills

Making it a strategic priority and carving out time for the team, to upskill each week. Is going to be a big help in fast tracking the development of skills. The team is ALWAYS busy, so giving them permission to carve out time from that, to go and improve, is invaluable. In tandem you could also consider getting them a mentor, whether internal or external, to help them develop. And investing in outside education, whether its the local university, meetups,… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What is CNN paid content

Content that brands pay CNN to create and share on their website is CNN paid content. As part of their advertising offering, CNN has a content studio, that works with brands to help them create content, to reach CNN readers. These advertising investments help cover the costs of CNN and ensure that more people can get access to their news. Advertising revenues act as a subsidy on the business. Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How do i become a paid content creator

You need to win that first customer to get started. And the best place to start is to tell your audience about your paid content offering. Chances are you already have a few customers in your audience, you want to be flexible on price initially, to help build your portfolio of work. And then make sure you have an ‘advertise’ page on your website, so brands that have found you, know where to go to buy. You can also consider… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What is paid content syndication

When content is placed on other websites, this is referred to as paid content syndication. Sometimes this is automated, with platforms pushing the content to lots of websites. Sometimes if is manual. And others it can be dynamic, if a user on a website matches the targeting parameters, the content is served. Brands use this tactic to meet the customer where they are, rather than trying to catch them somewhere else. It is an effective marketing tactic. Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Paid content syndication or unique content which one should I go for

An important strategic question, is it better to pay to syndicate my content? Or should I create or have a partner create a unique piece of custom content. That of course depends on your objective and what you are trying to achieve. Paid content syndication helps when scale is needed for a consistent message across multiple platforms. This lets you syndicate your message out to a scale that is effective for you. Creating unique content is more bespoke for each… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How does branded content work

Content is placed on another website, that aims to cut through and reach customers, often it is created with a partner who already has an audience and a unique tone of voice. Brands then use this, to piggy back, and have a conversation with their audience. That’s how branded content works. Brands use branded content, because it helps them drive business results. They may need to reach a particular audience, or want to meet the customer where they are, or… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How do publishers signify branded content on their sites

Publishers signify branded content on their sites through disclosures. Most national advertising bodies require the disclosure of advertising. And generally the guidelines are that a ‘reasonable person’ can assess and understand if it is advertising.  Wording you should look for, is paid content, branded content, custom content, partner content, paid for by – and accompanied by a brand. And usually their logo.  It is not in the interest of the publisher nor the brand to hide the fact… Continue reading

Ben Young
Ben Young
October 28, 2022