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

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

April 20, 2023

Content Marketing

How to make your content more helpful

The recent Google helpful content algorithm changes have hit many hard, with decreased rankings, traffic and then in turn business. Google has been seeking ways to ensure that search results are helpful, and genuinely helpful to the person searching at that point in time. “To this end, we’re launching what we’re calling the “helpful content update” that’s part of a broader effort to ensure people see more original, helpful content written by people, for people, in search results.” These… Continue reading

Ben Young

April 10, 2023

Content Marketing

Guide to Content Marketing

Content marketing is using content as a communications medium to deliver on a brands marketing goals. This post outlines an introduction to Content Marketing with links to resources to go deeper. Table of contents Introduction Strategy Recent growth Pros and Cons Common Metrics FAQs Introduction The reason it is so popular is that consumers can access content anywhere, and often prefer to engage with content (over other formats) to learn more. Then… Continue reading

Ben Young

April 8, 2023

Analytics, Analytics, Content Marketing

How to measure content marketing with Nudge

Measuring content marketing with Nudge is easy and takes only a few minutes to get set up. Nudge is a content analytics platform that is focused on how customers engage with your content. Think of it as like a traditional web analytics but focused for content. The platform brings in attention and other engagement metrics to see how customers are engaging. Sign up to Nudge First you need to sign up to Nudge, click the sign up… Continue reading

Ben Young

March 29, 2023

Analytics

Guide to Content Measurement

Content measurement is the process of collecting data around content marketing initiatives. Brands create content because it will help inform, educate or provide utility to potential customers. And if a brand can achieve that, customers will reward them, with brand awareness, loyalty, purchase intent or purchase. Measurement should reflect these objectives. Before proceeding further, if you do not know enough about content measurement, I recommend the following articles. What are the best free content measurement tools? What is… Continue reading

Ben Young

March 29, 2023

How To

How to measure content effectiveness

This post dives into how to measure content effectiveness. There are discrete measures but often it can fall into areas of ‘it depends’. This helps to give the reader the tools to help answer the question – is this effective? Marketing effectiveness seeks to understand how well the work is producing the desired results. Before going further, these posts may be of help: Guide to Content Measurement Guide to Content Marketing Analytics Guide to Content Marketing & … Continue reading

Ben Young

March 17, 2023

Content Marketing, How To

How to create a content marketing strategy that works

Content marketing strategy is a marketing strategy that seeks to leverage content marketing to deliver on an organization’s marketing objectives. The plan of action, enables organizations to be more effective in their content marketing efforts and communicate areas that they want to change. Elements of a content strategy are: Objective, what it is you are trying to achieve. Audience or target market, who you are trying to impact. Insights or… Continue reading

Ben Young

March 13, 2023

Strategy

Guide to Content Retargeting

Content retargeting is serving content ads to people who have already read your content. It’s a new tool in the content marketers toolkit and allows you to manage your content funnel more effectively. Matching content to the buyers journey. For example: Someone reads your thought leadership piece. You then retarget a summary of your industry research. For those that read that research you retarget some of your latest case studies or customer interviews. The intention being to shift someone closer to being… Continue reading

Ben Young

March 10, 2023

Strategy