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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

How to create a content performance report

The best place to start is with the objective, what are you trying to achieve by doing content. Then you want to include a screenshot of your content. The dates that you are analyzing. Then log into your analytics, to get a summary of performance. Metrics you might want to look at: 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… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How can I use analytics to grow my business?

Analytics provides a feedback loop on how you are engaging your customers. So you can use analytics to find areas of opportunity to grow and improve upon. Whether its something that is working well and needs more resource. Or its something that isn’t working well and needs to be stopped or fixed/improved. Its through this, that businesses can grow. The other area, is it can provide early insight, into new experiments and initiatives. And how customers are responding. All growth,… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How is analytics used in marketing?

Analytics is used as a feedback loop in marketing. To provide insight on how well marketing is engaging with customers. Its like a mirror reflection, we did this and analytics told us how well it performed. Then that data can be used to inform marketing decisions, such as, how to allocate resources, areas to focus on, areas to stop. To show progress on the strategy. Basically anything that is performance related. Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What marketing metrics to track?

What metrics you should track depends on what you are trying to do. Depending on your business objective, you will likely have a few metrics that are more important, or more nuanced for that. However a common basket of metrics is: 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,… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

Is marketing analytics hard?

Not at all, marketing analytics is easy to get started in. An easy place, is to create a website or blog, and create some content. And see the analytics that you get. You can install a platform like Nudge, to see some of the metrics. And that’s an easy place to get started. Use that data to help improve your marketing efforts. It’s often recommended for marketers to have a little side project, like this, to experiment on. .. This… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

Why is growth marketing important?

Growth is always important, in a changing marketing place, companies need to seek growth to stay ahead. Or even to stay where they are. Growth marketing supports this, through finding ways to grow the business, through digital channels. Using data & analytics to find opportunities to experiment, scale, reach and engage new customers. And given consumers spend so much time online, nearly 5 hours/day on average, it is a very rich place to engage them. Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What is advantages and challenges of content marketing?

Advantages of content marketing: Low cost to entry (but effort to excel) Low to zero ongoing cost to keep doing content marketing Building marketing assets that work 24/7 365 days a year. Build awareness of your brand and cut through the noise Enhance differentiation and preference for your offering Direct engagement with customers It exists close to the purchase journey Positions as a market leader There is more on the advantages (and disadvantages of content marketing). The common challenges… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

Which kind of digital marketing challenges would be affecting your sales?

Awareness is usually the top issue facing companies in improving their sales. Awareness of: 1. The brand itself. 2. It’s unique properties/differentiation in the marketplace Brands need to work to continually educate the market on these two. And this will help drive sales. If a company has awareness, and the market knows of its points of difference, and sales are declining. It could be other problems, such as supply constraints, the overall market could be shrinking (or other macro… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How does business analytics help companies improve, grow, and overcome challenges?

Analytics can enable growth, through providing a feedback loop. The feedback loop can identify bottlenecks, areas of potential growth and areas where waste is occurring. Then companies can act on these insights, to increase their performance, in whatever part of the business that challenge lies. At a very basic level, it works like this: 1. Measure the challenge/problem. 2. Audit the results, looking for opportunities. 3. Take action on those insights. Rinse/repeat. With a continual focus on… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What are the challenges that can be addressed through analytics?

Analytics can play a role in the challenges which most businesses face. Typically centre around ‘performance’ where data can help provide a baseline on the current performance, and provide indicators of progress and hitting targets. So if a business has a performance challenge, analytics can help address it. This can include, how to grow the business, grow sales, marketing, headcount, channel partnerships. It just takes sitting down and going, how can we measure this, are their providers that do this… Continue reading

Ben Young
Ben Young
October 21, 2022