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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Edition #385 On Netflix coming into ads too late, Cognizant branded content and personal brands. This week I dive into a few loose threads, the absolute mastery behind Netflix’s timing on advertising. Why ROI is an education problem not a technical one. And will Twitter cause a flood of engagement to newsletters. Excuse the long note, we’re a couple of weeks behind 🙂 If you like it more, let me know. Maybe we look to make them more… Continue reading
A bounce rate benchmark of 30-40% is within acceptable ranges. Bounce rate captures the rate at which people leave without furthering engaging in your website. Newer platforms like Nudge improves the accuracy of the measure of the bounce rate by excluding people that actually engage with the page and read it from the bounce rate calculation. In older measurement systems this would not be included. .. This is part of our Guide to Bounce rate. Continue reading
In 2022 with Google Analytics sunsetting their product, many content marketers are looking for the best content analytics system of 2022. Marketers should consider Nudge. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. … Continue reading
The biggest cause of discrepancies between two analytics system, is the users that leave before a page has finished, and one analytics system has loaded but the other has not yet. Discrepancies of a few percentage are reasonable. If there is a large discrepancy (like 10% or more) you need to investigate. Ideally there should be no discrepancy between two analytics system on the same website. But they do happen for the aforementioned reason. There can also be… Continue reading
Marketers use engagement metrics to better understand what is getting the attention of their customers. It is a vital piece of feedback which tells them what work is cutting through and is feedback from customers that it is working. Engagement metrics can be used as: KPIs for the team A scorecard for performance Feedback on where to optimize or improve Justification of budget, or rationale for more budget Metrics for success Proxies for purchase metrics where they’re not available Feedback… Continue reading
Many analytics tools enable you to send events to them, which can let you track the engagement on a video. … Continue reading
Analytics plays a vital role in B2B content marketing strategy. Amongst many benefits, analytics can provide: A measure of progress Measure KPIs for the team Indicate how much business value has been created Other unexpected aspects of content Transparency & accountability A feedback loop to create better content A ROI measure against budget Predictions for future performance Data-led decisions are easier to get support, so the use of data here, helps keep the team moving – and focused on performance. Continue reading
Content marketing is important for B2B as it provides a light weight, cost effective, strategy to deliver on an organizations objectives. Digital channels are vital for sales these days, and lack of presence there is simply handing the business to your competitors. Continue reading
A successful content marketing strategy is one that delivers on the companies strategic objectives. It is tailored to what the company is trying to achieve and either delivers on that, or provides progress on the objective. Outwardly there are other things that can make it more successful, but delivering on the above makes it a successful strategy. And sets content marketing up for enduring value. Elements of a successful strategy: A solid understanding of the customer and their problems A… Continue reading
SEO tools are a must in B2B content marketing because they help companies get in front of potential customers, where they are. B2B content marketing is all about performance and the right tools help them perform better and more efficiently. If you were an athlete, you would use the best gear you could for training and performing. … Continue reading