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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

Guide to Content Marketing Metrics

Are are measuring the right content marketing metrics? Here are the most common content metrics. Compare these to what you are currently measuring to find areas of improvement. The most common metrics marketers are adopting for content marketing are:  Attention, seeing how much attention people pay to your content.  Avg Scroll, the average scroll on each piece of content. Engagement rate, seeing the rate at which people take specific engagement actions. … Continue reading

Ben Young
Ben Young
April 25, 2023
Analytics, Content Marketing

B2B Content Marketing, a 10-step guide

This guide provides an introduction to B2B content marketing. Businesses in the B2B space use content marketing as a go-to strategy to deliver on marketing objectives. It allows them to engage customers and prospects close to the purchase decision, making it easier for them to make informed decisions.   Table of contents Know your ideal customer profile Build awareness Content Marketing Metrics Different types of content marketing Effective Content Format Content Distribution Iterative… Continue reading

Ben Young
Ben Young
April 24, 2023
Analytics

Guide to Digital Marketing Analytics

Digital marketing analytics is a process for organizing, collecting & analyzing data from digital marketing activities. The performance and insights then inform data-led decision making. Here is a 7-step guide to making the most of your digital marketing analytics. 1. Start with the business objectives and digital marketing strategy Understanding what digital marketing is trying to achieve first and foremost.   2. Find the metrics which suit those objectives Zooming in on the most suitable metrics to measure helps the… Continue reading

Ben Young
Ben Young
April 24, 2023
Analytics

What is Analytics?

Analytics is the process of collecting, processing and analyzing data & insights it creates. Then taking business decisions from this data.  The word “analytics” comes from the Greek word “analuein,” which means “to unravel” or “to analyze.” The word was later adapted into Latin as “analytica,” and then into English as “analytics.”  This provides the right lens to think about it, analytica is the science of analysis. And data helps provide the mechanism for analysis.  These… Continue reading

Ben Young
Ben Young
April 24, 2023
Commentary

David Grann

Edition #401 On how the modern media landscape supports writers like Grann, behind Ubers $500m ad business and more.  I liked Noahs David Grann appreciation edition. For those of you not in the know, he is an author, that goes super deep into a topic, for years, and like a detective uncovers stories previously untold, and then brings them to life in a remarkable manner.  His latest book, The Wager: A tale of Shipwreck,… Continue reading

Ben Young
Ben Young
April 21, 2023
Content Marketing

Guide to Content Marketing for Startups

Content marketing is a powerful strategy for startups as it can help them engage potential customers and generate interest in their products or services. Here is a 10-step guide to content marketing for startups.   Table of Contents: Know your ideal customer profile Build awareness Content Marketing Metrics Different types of content marketing Effective Content Format Content Distribution Iterative Approach Managing Expectations Avoid Mistakes Integrate Strategy   1. Know Your… Continue reading

Ben Young
Ben Young
April 20, 2023
Content Marketing

Content Marketing Career Path

The career path for content marketing can vary depending on the individual’s background, skills, and interests. However, here are some common roles and career paths in content marketing: Content Writer/Copywriter: Content writers create written content for a variety of formats such as blogs, articles, social media posts, email marketing, and more. Copywriters are a specific type of content writer that specialize in writing persuasive copy for marketing materials like ads, product descriptions, and sales pages. Content… Continue reading

Ben Young
Ben Young
April 20, 2023
Content Marketing

A brief history of content marketing

Content marketing has been around for centuries, but it has only recently become a popular buzzword in the world of marketing. The concept of using content to attract and engage customers has been used by businesses and individuals since the dawn of communication. One of the earliest examples of content marketing dates back to 1732, when Benjamin Franklin began publishing his Poor Richard’s Almanack. The publication was filled with practical advice, humorous anecdotes, and witty aphorisms that appealed to readers… Continue reading

Ben Young
Ben Young
April 20, 2023
Content Marketing

ECommerce Content Marketing, a 10 step guide

This guide provides an introduction to eCommerce content marketing. eCommerce companies see content marketing as a go-to strategy, using content to deliver on marketing objectives. For them, this strategy is ideal because it enables them to engage customers close to the purchase, making it easier for them to buy or try products with just a few clicks.   Table of contents Know your ideal customer profile Build awareness Content Marketing Metrics Different types of content marketing… Continue reading

Ben Young
Ben Young
April 20, 2023
Analytics

Guide to UTM Parameters

UTM parameters are an important tool for tracking the effectiveness of marketing campaigns. What does UTM mean? UTM stands for “Urchin Tracking Module”. Urchin was a web analytics tool that Google acquired and used to develop Google Analytics. The tracking module enabled classification of traffic sources. This post includes: Introduction to UTM parameters How do they work Why are they important? Different types Best practices Privacy considerations FAQs about UTMS   Introduction… Continue reading

Ben Young
Ben Young
April 19, 2023