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
A summary of research and statistics the establish how content marketing drives return on investment (ROI). These are filtered from our wider post on how consumers react to content and how it impacts business. Nudge has a marketing analytics platform If you’re looking for a tool to help you measure content ROI. The conversion rate of the native ads and branded content that dealt with sports and included detailed information on each player and country’s… Continue reading
Digital media, otherwise known as ‘content’, can be created, seen, modified, and shared online. Examples of digital media formats include podcasts, video games, videos, websites, social media, and online advertising. By using digital media analysis software, you have the ability to observe, report, and improve your digital media campaigns. You obtain insight into what content performs well, where you’re reaching people, which channels have the best engagement, and what your audience’s conversion journey is. If you’re able to figure out… Continue reading
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
Back from NZ, with a tan that is rapidly fading. It’s been a good week, catching up and getting back in mid quarter. One big thing This week is awash with OTT stories – and you might be wondering why we would include these. But the strongest trend (and opportunity) we see is the inversion of tv and content. Branded content is being developed, then distributed via TV. A natural fit for digital brands, using the data and insights… Continue reading
When Isaac Newton established the first law of motion, every action has an equal and opposite reaction, he probably didn’t have content marketing in mind. But it’s a useful thought to have in mind when thinking about return on investment. Establishing ROI in three simple steps works like this: 1. You need to start with, what did we give the market, or what resources did we expend. 2. Identify to what end, what goals were you trying to… Continue reading
Get a report created on your campaign, and go and evaluate it. Sounds easy huh. You’re probably reading this because you had a report of some sort and you’re trying to re-figure out, what should I do here. What is important. So let’s go back to basics 1) Why did you do this campaign? 2) What were the objectives? 3) How did you deliver on those objectives? 4) How did you measure the delivery of those objectives? 5) What did… Continue reading
How do you know if content is being effective? It must pass a few criteria. Content is effective when it does its job. It delivers on what the purpose it was created for. And most often that is delivering a companies objective. And to deliver on that objective it needs reach and impact. To measure this combination, you need a content analytics platform (like Nudge) that provides you with the tools to measure content effectiveness. Continue reading
The holy grail – how can I measure the return on investment of my influencer marketing. Do start by taking a look at our guide to influencer marketing: https://giveitanudge.com/influencer-content-marketing/ This is helpful for establishing the basics. For influencer marketing the big problem is getting accurate measurement, which is where platforms like Nudge come in, they enable influencers to safely share their data with you, and for you to view all your influencer executions in one dashboard. For example, if you… Continue reading
Next week I’m hosting some drinks for smart folks in the sports media industry. LMK if you’d like to join us. Informal, small group. I shared my top books of 2019, what were yours? One big thing The Columbia Journalism school has been undertaking a multi-year study on the relationship between large-scale technology companies and journalism. In their latest update, they summarize the present state of affairs. A couple of takeaways: How publishers use the… Continue reading
