Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Edition #355 MOAR acquisitions, meme creators turned VC and tools for content creators. One big thing Banker to adtech/martech Terry Kawaja shared this tweet about tech M&A in the roaring 20’s. And it is most of the new news each week, acquisitions all round. And it is exactly like this image, bigger fish picking up a smaller fish, who had already scooped up several smaller fish. Digiday this week dug in to how say the likes of… Continue reading
Edition #354 Microcosms, acquisition’s and PGA does content marketing. One big thing Welcome to 2022, a year already started with omicron confusion & disruption. Each of us in our microcosms. Microcosm is a great word to sum up operating this year. How can each brand operate in their safe zone. And as each of their competitors pushes that safe zone out, will they follow or not. We had an influx of subscribers at year end, so a warm welcome… Continue reading
Edition #353 Deal mania continues and we have a NFT :O. One big thing For a bit of fun and to say thank you, we minted some Nudge Punk NFTS. If you’re a regular reader (we’ll check) send over your Solana wallet address and we’ll send you one. Thank you all for subscribing and sharing feedback through the year. If you need to get a wallet, I recommend creating a wallet with Phantom.app which works… Continue reading
Edition #352 Could Vox be the next great content company? One big thing Could Vox be the next great content company? This week they announced the Group Nine acquisition, making for a combined revenue of $700m turnover in 2022. Scale and quality. CEO Jim Bankoff shared: “Scale for scale’s sake is not what’s important but quality combined with scale, which is what this story is about, is going to be an advantage in the marketplace.” But that… Continue reading
Edition #351 Roblox virtual experiences are it right now. One big thing Ralph Lauren launched their new fashion line in Roblox this week with digital only fashion items. As part of their virtual world ‘Winter Escape’. Universes like Roblox are attractive to companies because they introduce younger users to their brands and give them a chance to see their marketing vision before graduating to real-world products. And traffic has been booming: VF Corp.’s Vans… Continue reading
Edition #350 14 business days left in the year, what the new year holds. One big thing If you take off between Christmas & New Years, there’s only 14 days left in 2021! What sort of things are you thinking about for the new year? If anything, I’m planning ahead on a few breaks, to keep me fresh. Sorting through the stories the last few months, it’s clear Web3 is going to continue to dominate conversations, with regulatory risk… Continue reading
Edition #349 Why are marketers flocking to Web3? Hint: there are now more of us than before. We have a one, maybe two content advisory slots available for the next quarter. If you’d like some help, do ping me. Next week we’re partnering with the Content Writing Jobs newsletter, a great place to post jobs but also if you’re looking for a new gig. One big thing Why are marketers flocking to Web3? And tokens? It’s what… Continue reading
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
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
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