All of our content on content marketing analytics, measurement, metrics, data and ROI.
If someone walks in to a shop and leaves straight away, were they a customer? The analogy we like to give is, in a shoe store, the more time you spend with an attendant, the more likely you are to buy something. And that’s how you should think about your content measurement, it takes time and consumption to deliver value. Measure attention rather than ‘time on page’ Time on page, which looks at the time gaps between link… Continue reading
This piece outlines the metrics B2B marketers should focus on when it comes to content marketing. People, how many real people are consuming your content. Attention, attention is correlated to conversion rate so is vital. Bounce, whether people are engaging with your content or not. Avg Scroll, the average scroll on each piece of content. Social engagement, seeing how many shares your content creates. Conversion rate, the rate… Continue reading
In a wider piece on the measurement problem we shared out framework for content marketing measurement. Included below are a few slides with a pragmatic approach. The measurement problem facing modern marketers from Gustaf Stenlund Nudge provides a full content analytics, attribution and intelligence platform that embraces this framework. Continue reading
Scroll depth is a content engagement metric, commonly used by marketers, to analyze what percentage of a page a user has scrolled to before leaving. A few use cases for scroll analytics There are a number of reasons why scroll tracking is useful for content marketers. The biggest reason being, it’s important that your content is seen and consumed, otherwise – why waste time creating it in the first place? Knowing where people drop off on a page helps… Continue reading
Measuring content is hard, because often there isn’t an arbitrary answer. Content marketing is art & science AND business. This post dives in to metrics. What types of metrics should you use? People, how many real people are consuming your content. Attention, seeing how much attention people pay to your content. Bounce, whether people are engaging with your content or not. Avg Scroll, the average scroll on each piece of content. Continue reading
I was having a virtual coffee the other day, jamming on different measurement tools being used when it comes to content. Content creation, content marketing, content optimization. With agile marketing teams, focused on getting the most from their resources, having the right tools can make all the difference. Many use a web analytics tool like Google Analytics, yet find that it lacks the fidelity to identify where content can improve and see the impact it has on the customer. What… Continue reading
With all of us lurched forward into the future, we find ourselves relying on digital channels to move our businesses forward. This has meant a leap forward for content marketers. The digital experience must deliver – content is the way to feed that funnel and get the customer closer to the business objective. With that being said, what does it mean for the metrics we use? 1. Fidelity on if the content is working It’s not enough to get by… Continue reading
Content attribution is the holy grail of content marketing and native advertising. Being able to demonstrate business outcomes from content is the ultimate proof point. But for many marketers they’re stuck in quagmire trying to figure it out. So we built a solution. And to be fair, it’s something that I (as the CEO) held back on at Nudge. Which sounds ridiculous right? But I thought that content attribution was so blindingly obvious that surely lots… Continue reading
In the early days of the internet, we visited homepages, clicked around, and left. We didn’t even have tabs, smartphones, or social sharing. It was in this context Google acquired Urchin to form Google Analytics. That was the old way. Now we live in a multi-tab, multi-device, multi-format world. Content is delivered to our customers seamlessly and on-demand. Users are blind to banner ads. To stand out, brands have shifted to content, and content goes where the consumer goes. As… Continue reading
As marketers, we create content to add value for our existing and potential customers. The aim of this content is to build brand loyalty, educate on products and services, or tell stories from a unique perspective. We hope that the people consuming the content view our brand more favorably, and in turn will buy what we’re selling. That’s where Nudge comes in. We believe in content, and its ability to help marketers move the needle. We’ve built out our content… Continue reading
