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 #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
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
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
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