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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.

Product Updates

Nudge, a book, a theory and an entrepreneur walked into a bar

Nudge is commonly thought of, as the behavioral economics book. Or ‘nudging’ consumers along. The third pillar (amongst marketers) is us, Nudge, the software company. So what is Nudge? Nudge is the act of prodding someone, to pay attention to something else. Nudge is a popular book of the same name, getting into behavioral theory, more on Nudge theory here. Nudge is a software company, that creates marketing software that gives data and insights to Nudge your marketing… Continue reading

Ben Young
Ben Young
January 6, 2020
This Week in Native Ads

This Week in Native Ads 1/2

Happy 2020 🙂 How was your break? As you think about your content this year, getting more transparency in to how its performing, will help you see where you’re going. And we now have a self serve, pay as you go model, for your owned content. Give it a peek. (If you sign up, let me know, we'll add credit to the accounts of long time subscribers.) One big thing The Roaring Twenties will be… Continue reading

Ben Young
Ben Young
January 3, 2020
This Week in Native Ads

This Week in Native Ads 12/13

One big thing Enjoyed Ciaran O’Kanes 20 things for 2020, in particular, his comments on ITP. You may recall ITP is Apple’s tracking protection technology which has significantly impacted mobile ad revenue. “Safari has neutered the third-party cookie. Firefox has firebombed it. And Chrome is likely to gut it by year-end; 2020.” His view is that this is the biggest opportunity, to better monetize based on ITP. And I like that, I like the spirit… Continue reading

Ben Young
Ben Young
December 13, 2019
Analytics

Nudge, a content marketing analytics & attribution dashboard

Nudge at its core is a marketing analytics platform to give you more visibility into what is performing. Because content has become the cornerstones or backbone of marketing today, that is where we have focused. And each year it continues to change. As we do too. As company or culture, we are very pragmatic, work within the constraints we as marketers have, to help deliver the best clarity. Then leverage technology to generate smarter insights. An example is our Insights… Continue reading

Ben Young
Ben Young
December 11, 2019
This Week in Native Ads

This Week in Native Ads 12/6

Next week I’m hosting some drinks for smart folks in the sports media industry. LMK if you’d like to join us. Informal, small group. I shared my top books of 2019, what were yours? One big thing The Columbia Journalism school has been undertaking a multi-year study on the relationship between large-scale technology companies and journalism. In their latest update, they summarize the present state of affairs. A couple of takeaways: How publishers use the… Continue reading

Ben Young
Ben Young
December 6, 2019
This Week in Native Ads

This Week in Native Ads 11/15

One big thing The streaming wars have dominated stories this week – with the launch of Disney +. And what an incredible launch, 10m subs after 24 hours. The story I really paid attention to was the Cadbury Amazon Fire TV partnership. Cadbury curated a selection of BuzzFeed's Tasty recipe videos to show on Fire TV. It’s yet another blueprint for how brands are using content, as the traceable commodity between all media. My take… Continue reading

Ben Young
Ben Young
November 15, 2019
Branded Content

Guide to Branded Content

Branded content is content created for a brand by a third party, to live on their site. The key elements of branded content are: A third party hosting the content. Disclosure. Because this content has been made to fit the form and aesthetic of the third party, it also makes it endemic to, or native content to that platform. Other terms used for branded content are; sponsored content, influencer content, paid content, custom content and even native content. Often this… Continue reading

Ben Young
Ben Young
November 11, 2019
This Week in Native Ads

This Week in Native Ads 11/8

Pleased to announce the youngest young joined the family last week, thanks for the notes. We’re back to normal albeit with less sleep. ? This week is jam-packed, so save a few links, keep an eye on commentary from Darren Herman and datapoints of note. Oh and LinkedIn launched a newsletter tool? One big thing The piece that I dug the most this week is the Spotify tapping Viacom for content marketing on DigiDay. And for a number of… Continue reading

Ben Young
Ben Young
November 8, 2019
Content Marketing

Content marketing tools [continuously updated]

Content marketing continues to evolve and so do the tools which help power it. There truly are many talented people, building little tools and apps but also platforms. Here we’ve compiled a list to help navigate. A couple of sites as useful resources are UseFI and ProductHunt. The former helps see what other brands have declared they use. And ProductHunt is where creators share their latest tools. So worth keeping an eye on what’s new. Here are our top tools:… Continue reading

Ben Young
Ben Young
November 6, 2019
How To

Content Marketing ROI

In this post we establish what your content ROI is, how to calculate it and explain it to others. What is Content ROI? What the return on investment of content boils down to is this: does it deliver the business outcome that you require? Pretty simple. How do you define those outcomes? That’s the more tricky part. But it typically comes down to a few buckets, awareness, interest, desire and… Continue reading

Ben Young
Ben Young
November 1, 2019