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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 do I secure more marketing budget?

A great place to start, is by demonstrating, what can be done with additional budget. Showing what sort of opportunities it can open up. But also then making a prediction on what sort of results that it will get for the business. Capital is always constrained, and you have to fight to secure that capital, the more compelling the argument, the more it makes sense for additional investment. You kind of have to put yourself in the companies shoes, should… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I justify my marketing budget?

A great place to start, is to spend time, articulating to the non marketers, what marketing is doing. And how it drives results. Keeping conversations and presentations, simple and with the customer at their core. Here is how we help the customer, into engaging with and ultimately doing business with us. You need to establish that as a baseline. Then spend time on articulating the ROI of marketing. Where and how it is driving return, and do we… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I onboard new marketing hires?

Setting an onboarding coffee schedule, is a great way of onboarding new hires, when you’re rapidly growing, or don’t yet have a process. How it works is, each new hire, has to each week, schedule a coffee (real or virtual) with a team member, specified, and have a chat. Usually you can set a topic, for them to cover off, then they can just have a social catch up as well. Their choice. But what this does, is in the… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

Tricks Enterprise Analytics Teams do

Not all of us have the same access to the depth of analysis that enterprise marketers have. In fact it is agencies that often have the most depth, as they can spread the investment across multiple clients – and have a breadth of experience. Some of the tech companies can also afford the investment here and have large data science teams. Some of the behaviors enterprise teams exhibit, that we could all learn from: Benchmarking is a common… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How to create an internal scorecard for marketing

This is a document that the team uses, to help understand success and to score each initiative on a consistent basis. It can be as simple as half a dozen rows in a Google Sheet or an in-depth calculation. How you create an internal scorecard, is to do a workshop with the team, revisit your strategy and recent pieces of work. And aim to find some consistent measures, that help you understand value for you. Each piece of work may… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

Benefits of using Nudge

Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What are the best free content marketing measurement tools?

???? Nudge. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster.  … Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How to measure content quality

Install a platform like Nudge. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. You will get access to a bunch of metrics, that help tell you your highest quality traffic: Reach, how many people are we… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What is a good scroll depth benchmark?

An average of 53% scroll is typical. Maybe higher for shorter content, lower for longer. It is important to consider this against where calls to action are placed, as these can reduce scroll, but of course increase conversion (as they should!). Sign up to Nudge to track scroll depth, access scroll benchmarks & other engagement metrics. 70% of users get set up with 10 minutes. .. This is part of our Guide to Scroll Depth. Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How to view scroll depth in Nudge

You can see the overall site average scroll on the Insights tab. You can then go to the Content tab, to go into each URL and see it was for any particular page.  You can also slice that by device & date range, to see performance at a more granular level.  If you need to diagnose scroll performance, there is an analysis highlighting where people drop off, and overlaying attention and scroll. To find areas that people skip,… Continue reading

Ben Young
Ben Young
October 14, 2022