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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.
Edition #421 Do we have limited attention buckets? What a ‘mature’ Substack looks like and Stackoverflow hit by AI. Netflix price increases coming again, and I don’t think this is a problem for Netflix, their premium plan is coming up a little and their ad tier. The standard package remains the same. I think this is a problem for other streamers, whereby someone goes, oh, maybe we should cancel something else. This week I’ve enjoyed reading a… Continue reading
I thought I’d put together a few notes on things that surprised me, when running branded content campaigns. Little learnings or tidbits which may be helpful. Brand disclosures and calls to action make a piece of content more effective. They don’t ruin a good piece of content, if you think they’ve made a good piece of content bad it probably wasn’t that good to begin with. Guaranteed reach with external distribution is usually some cheap traffic, which you probably don’t… Continue reading
Using Nudge you can be set up & track scroll depth within 10 minutes. With no additional config. Scroll depth is a measure that reports on how far users are scrolling down a page. Useful metrics related to this are, the time to scroll, i.e. how fast users are scrolling and where do people drop off, highlighting where users drop off. These metrics help give context to the scroll depth and average scroll. Nudge captures these metrics,… Continue reading
Edition #420 On excess content, closing the gap between good and bad content, Yahoo inventory now on Taboola & what’s Hulu worth. If any readers are in New York for AdWeek or Tech Week and want to grab a coffee, send me a note ☕. This week I enjoyed Joes piece on Soulful content, that is what is the future of content in an AI world. And thoughts on the human connection. In a world of excess… Continue reading
We talk about attention a lot, but what is it really other than an expression of demand? If a consumer is active on a page, or with your content, they are expressing demand for what you offer. With attention the hot topic in advertising, it feels like its applicability in other areas, like content, your website and downstream parts of the advertising mix are missed out. Attention is the currency which drives demand for advertisers… Continue reading
Google is saying it doesn’t matter if content is written by AI or not, it matters if it is helpful. To dive into that, I thought, what is an objective measure of if a piece of content is helpful? In this post, I explore some measures, make some conclusions on measuring helpfulness, how Google may tackle it and what you can do about it. To get started, emojis For our content at Nudge, we have emojis on it. Hail, strong… Continue reading
Edition #419 On how AI might be monetized, is Spotify the model? Meta & TikTok on subscriptions and how Icelandair won with programmatic. You may recall a few months back, there was an analysis from the WashingtonPost, on if your content had ended up in the OpenAI model. I had 120,000 contributions in there! Now, something like this might end up as the basis for content creator rewards. With AI providing a small royalty if your… Continue reading
Edition #418 Dupe brand launches for lead gen, Swapstack acquired & b2b marketers are disappointed. This week I had a note in Why is this interesting? On Interactive TV, I’ve been enjoying the Bear Grylls experience, where he takes you along on one of his treks and you get to pick what he does at key junctures. Super fun. Prime Video also will soon have ads in the default plan, with Prime Video being… Continue reading
Edition #417 Will X really make the jump to subscriptions for all users? Platformer three years on & Byline secures first partnership. This weeks handbook is for enterprise content marketers, but what sets them apart from regular content marketers? Big company, big problems, more complexity. But they compete in the same market. Or do they? Like the others, simple, practical things to do to help drive performance. Musk shared that he would like to charge all… Continue reading
Edition #416 It’s never been easier to make $50,000, content studios & programmatic. Hunter Walk dives into the spicy topic of the creator business, super good, worth a read. It has some great quotable quotes but also speaks to the reality of it. Do give it some time. “I am not saying it’s easy. I’m not saying it’s fair. I’m not saying it’s without tradeoffs. I’m not saying everyone will (or deserves to) succeed. But it has… Continue reading