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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

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
Analytics

Which is better, analytics or ad fraud detection

The two concepts are intermingled. Ad fraud detection is specialist software, that analyzes users of a website or advertisement, to look for the signals that indicate fraudulent activity. Analytics, measures customers engagement and so in turn can also pick up the signs of fraudulent activity. However it is fair to say analytics is more of a general solution, and ad fraud detection is a specialist solution.  There is also no harm in using analytics and ad fraud software, to… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What is conversion analytics

Measuring, tracking and analysis of customers taking conversion actions is often referred to as conversion analytics. This enables you to go deeper and see where, how and why customers are converting. And then to go deeper, to find areas of improvement. Additional conversion metrics you may evaluate: Conversion by traffic source, and conversion by traffic source by device Conversion by geography Conversion by time of day Conversion by piece of content, or URL/internal source These will help you do a… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why is conversion tracking important?

Conversion tracking enables marketers to operate more effectively, to drive more performance. Because they are able to get feedback on how their current activities are working, find areas that aren’t working and stop or optimize them and to double down on the areas that are working. Without conversion tracking they would be operating in the dark.  Another benefit of conversion tracking is it is a fast feedback loop. You can see conversions as they happen, and make refinements in… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What’s the most helpful metric to assess conversions*

In assessing conversions, going a step further and looking at the conversion rate, helps provide more context as to your performance. You could also look at metrics like: Conversion by traffic source, and conversion by traffic source by device Conversion by geography Conversion by time of day Conversion by piece of content, or URL/internal source These can help give more color on your conversions performance. Occasionally you need an intermediary metric to optimize against, and that could be attention. Attention… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why analytics are important

Analytics enable you to act with constant market feedback. That feedback loop provides context on progress and areas to improve. Without analytics you would be flying blind. Meaning you can also operate more efficiently and faster. Analytics also help with a lot of different business functions, strategy & planning, managing budgets, allocating resources, auditing, team management & performance management. Meaning companies can make data informed decisions. Continue reading

Ben Young
Ben Young
October 28, 2022