Ben Young
Ben Young
October 21, 2022

Advantages of content marketing:

  • Low cost to entry (but effort to excel)
  • Low to zero ongoing cost to keep doing content marketing
  • Building marketing assets that work 24/7 365 days a year.
  • Build awareness of your brand and cut through the noise
  • Enhance differentiation and preference for your offering
  • Direct engagement with customers
  • It exists close to the purchase journey
  • Positions as a market leader

There is more on the advantages (and disadvantages of content marketing).

The common challenges of content marketing:

  • How to create good/effective content
  • Getting enough eyeballs on the content, or distributing the content
  • Driving ROI from content marketing

Analytics plays a key role in each of these challenges, to provide that feedback loop. Metrics that help with this,

  • Reach, how many people are we getting in front of
  • Attention, how long people are engaging for each click.
  • Average Scroll, how are customers consuming the page and content.
  • Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
  • Conversion rate, rate at which people take the desired action.
  • Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.


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