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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

Building a Measurement Plan

Adopted by media & enterprise teams, creating a measurement plan upfront helps ensure success but also puts rigor in to the marketing activity. It’s almost like a mini check in. A marketing measurement plan, outlines: Objective of the marketing activity Tangible things that need to be measured Relevant metrics for the objective Tools used Workflow to capture, QA and surface that data so it is actionable. Where plans often go wrong, is if this is created as a final step,… Continue reading

Ben Young
Ben Young
November 22, 2021
Analytics

The Art of Benchmarking

This is a skill marketers should adopt, continuously benchmarking. benchmarking is identifying older performance from competitors or your own, and then comparing current performance against it. This creates a tension around finding areas to improve and helps prioritize the changes to get there. The process to create your own benchmarks is simple. Go in to your analytics platform Select data for the last quarter Write down the average performance Now use this as your benchmark for all new pieces of… Continue reading

Ben Young
Ben Young
November 22, 2021
Analytics

Should you create new content or improve old?

The real question is what role can benchmarks play in measurement? It can provide the decision tree for creating new or improving old content. The art of benchmarking is a valuable skill. Once you know how you are performing contextualize performance in either industry or prior benchmarks. This helps dramatically and answers two simple questions, should I create new content, promote it more or simply improve my existing content? If under benchmarks, focus on improving existing content. If you’re… Continue reading

Ben Young
Ben Young
November 16, 2021
Analytics

How should you invest in distribution? And what is a person anyway?

It’s a cliche to say quality over quantity. But with content, you need to unpack it a bit. First let’s explore quantity, because it really does matter. If you have invested in the content, you need to get it out there. As a guideline, you should invest (time or money equivalent) of 5 to 1. That is for every hour you invest in content production, you should invest 5 hours distributing it. Or simply allocate budgets that way. Measuring reach… Continue reading

Ben Young
Ben Young
November 16, 2021
Commentary

Sharing some of my Company Car Proposals

I’ve long been a submitter of company car proposals to Slack or Twitter. Most companies opt for a rental agreement or a fleet of Audis/Fords etc but why not get something fun? There’s been a few submissions from me over the years (and yet we still have no company car) however here they are. These may not all be as micro-mobility friendly but there are some options there 🙂 Ariel Nomad I mean, these things look epic. Convenient to get in… Continue reading

Ben Young
Ben Young
September 7, 2021
Analytics

Video Measurement API

Brands are creating their studios and in turn streaming services. With the express aim of building direct relationships with their market. For those seeking to understand the success of their streaming efforts. We offer a video measurement API. Enabling technology teams to send events, have them processed and then the results retrieved by API. Examples of reporting: Who is watching and whereMost popular contentRepeat watching of contentPopular times of day and days of weekDrop off rates, average view… Continue reading

Ben Young
Ben Young
September 1, 2021
Commentary

Presenting, an ode to content

Content is the heart and soul of how brands communicate, yet great content doesn’t create itself. We share an ode to content and what it takes to create it. It all starts with an idea. The story is told through real work from the archives. Continue reading

Ben Young
Ben Young
August 13, 2021
Content Marketing

Advantages & Disadvantages of Content Marketing

This post explores the advantages and disadvantages of content marketing through the lens of two hypothetical companies.  Content marketing isn’t all gravy, so lets do a little exercise. We want you to imagine two firms, ContentCo and BoringCo. ContentCo embraces content marketing but BoringCo does not. BoringCo misses out on advantages of content marketing but benefits from the disadvantages. So who comes out on top? Let’s find out. Advantages ContentCo gains the benefits outlined: A bank of marketing assets that… Continue reading

Ben Young
Ben Young
July 28, 2021
Content Marketing

10 Benefits of Content Marketing

The top benefits from content marketing are. Creating marketing assets that work for you 24/7. Building trust & authority. Expanding your mindshare. Building brand awareness and adoption. Enhancing your companies understanding of the market. Feedback leads to product & service innovation or new developments. Diversifies your marketing mix. Signals to the market you are a leader, Attracts talent or enhances your employer brand. Increases agility, time to market and ability to respond to changes. Lowers your cost of acquisition and… Continue reading

Ben Young
Ben Young
July 28, 2021
Content Marketing

Content Marketing FAQ

What are content marketing metrics? Metrics are measures of performance that enable you to make better decisions. For content marketing metrics, they tell you how your audience is responding to your content, by summarizing how many people, where they came from, if they shared the content, if they read it, sometimes emotional response and then if they converted. How do you measure Content Marketing? Using content marketing analytics platforms like Nudge, you install them or connect them to your content. Continue reading

Ben Young
Ben Young
July 27, 2021