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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 #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
Each week in our newsletter we share the latest info we find. If you’re doing content marketing, and wanting to audit its performance or find a way to drive performance, analytics might be what you’re looking for. Imagine a platform built for the art & science of content? That’s Nudge. This post collates all the stats for the year mentioned in our newsletter. 30% of consumers believe that paid content is higher quality than free content, while… Continue reading
Each year since 2015 we have posted examples of the best branded content & native advertising executions. Within these are some of the best content hubs. If you have a content hub, and you’d like to improve it. You could start with analytics. Imagine there was an analytics platform catered to the art & science of content, that’s Nudge. Update for 2025, check out the Intelligence Era solutions for helping brands show the impact of their content-led… Continue reading
Each week in our newsletter we share the latest info we find. This post collates those for the year. 30% of consumers believe that paid content is higher quality than free content, while 10% say free content is higher quality. 25% of consumers have more trust in publications that require a subscription, while 13% trust publications that are free to access more. [On creator content] An average lift of 5 points in brand familiarity, 9 points… Continue reading