Category: Content Marketing

Analytics

How to analyze content using scroll depth

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 marketers… Continue reading

Ben Young

February 24, 2021

Strategy

The 2022 Guide to Content Performance Marketing

You’re not reading this post if you’re not trying to drive more performance from your content marketing. With all marketing teams thrust forward and into digital-first channels, performance is top of mind. As now it is even more important BUT also there is more competition. In the past, when we explored top performers, the consistent finding was that the top 25% invest more in data and insights than anyone else. Those that invest, find smarter ways to get ahead or… Continue reading

Ben Young

February 23, 2021

Analytics

The Best Content Analytics Tools of 2022

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

Ben Young

February 22, 2021

Strategy

Content Marketing Trends & Insights

In this piece we examine the three big content marketing trends for the year ahead. This year is the year of squeezing more from the lemon. Making things go further. Doing more with less. There I’ve said it three times, it makes it more legit, right? But honestly, that is the predominant trend this year. That is the biggest content marketing trend at a macro level, but day to day, there appear to be two buckets in content… Continue reading

Ben Young

February 22, 2021

Analytics

2021 brings a new focus on what metrics are important

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… Continue reading

Ben Young

February 15, 2021

Analytics

A Better Alternative to Google Analytics for Content Marketing

Content marketers are seeking a better alternative to Universal Analytics (Google Analytics) or GA4.  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… Continue reading

Gustaf Stenlund

May 26, 2020

How To

How to create a media plan

A media plan outlines the schedule of activity, what is going on, how much (or impressions) and the cost. Google Sheets or Excel are very handy tools for running this. They may not be as pretty but they are practical and effective. See this media plan template. You can also translate this into a presentation, as a lighter, prettier, simpler version. But building out your media plan in a spreadsheet makes the… Continue reading

Ben Young

January 17, 2020

How To

How to calculate ROI in digital marketing

Return on investment in digital marketing is a hot topic and isn’t one that is easily answered. At least not at first glance. A very simplistic view is what went in and what went out. i.e. We spent $500k on marketing. What did we get? The output or impact then has to be linked to the companies objectives. Which should have a dollar amount assigned to it. For example, we needed to grow the awareness of… Continue reading

Ben Young

January 17, 2020

How To

Content Marketing Strategy Example

An effective content marketing strategy will make everyone’s jobs easier and ensure you are being productive and not just busy.  The best strategy is the one you use. The simpler and clearer it is, the more effective it will be.    Example One Page Content Strategy We have created a template, which you can use to help draft your content plan.  Here’s how you use it: Copy it or Print it out. Fill it in. Take… Continue reading

Ben Young

January 17, 2020

How To

How to measure marketing ROI

Once you have established a succinct marketing strategy and objectives, establishing the return on investment is easier. You look at all your inputs, how much did you spend or invest in resources. Then look at the outputs. The proviso here, is often money is invested in a year but the return can be a multi-year payback. Which is often forgotten. That’s simple in principle. So how do you measure it? Often through a mix of measurement… Continue reading

Ben Young

January 17, 2020