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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.
Influencer Marketing

What are the benefits of influencer marketing?

Working with influencers, brands receive direct connections with their audiences. This is a great opportunity to connect with an already loyal follower base and have them see your brand in a new light. Often this comes through in the comments, where bloggers can connect with their audience and help build social sentiment. Finding someone else who knows your area well – and will craft content around it, that is likely to resonate with your audience, can dramatically improve your reach… Continue reading

Ben Young
Ben Young
November 7, 2022
Native Advertising

Guide to Native Advertising

Advertising that is designed to fit in with the environment in which it is served is native advertising. Ads that fit in. Rather than trying to put a round peg in a square hole, the ads are catered to where they are displayed. If you are new to native advertising, here are some articles we’d recommend: Best Branded Content & Native Advertising Examples of 2022 Glossary of native advertising terms How to Win at Native Advertising Before… Continue reading

Ben Young
Ben Young
November 4, 2022
Branded Content

What are the best practices when it comes to branded content?

In executing branded content initiatives, here are some best practices to consider: 1) The brand should be integral to the content. If you took the brand away, the content wouldn’t make sense. This is a strong pillar to achieve. 2) Trust your partners. Your partners who are often creating the content, are the people who create content day in day out for the audience. Trust them and give them creative room, to deliver on your objectives. 3) Set tight… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

Guide to Scroll Depth

Scroll depth is a metric that enables marketers to see how far customers are scrolling down a page. Scroll engagement is often expressed as scroll depth, or average scroll, both provide a feedback loop of what was in view of the customer. This provides a third dimensional view of the engagement, a person clicked through, and here’s how much of the page they consumed. If you are new to analyzing scroll, some recommended articles are: What is a scroll… Continue reading

Ben Young
Ben Young
November 4, 2022
Branded Content

Is Branded Content effective?

Here are some of the data points supporting the growth of branded content. Consumers are significantly more likely to understand why they’re shown native ads compared to ads on Facebook (57% vs 52%). – MarTech Advisor (August 7, 2019) This understanding extends to trust with 22% of consumers trusting native ads versus 17% trusting Facebook ads. 28% of consumers have clicked on native content in the past six months. Native Discoveries are considered educational, interesting, and relevant. [Via Sharethrough Study]… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

SAAS Content Marketing, a 10 step guide

This guide provides an introduction to the SAAS content marketing. Software as a service companies (SAAS) see content marketing as a go to strategy. Content marketing is using content to deliver on marketing objectives. For SAAS this is ideal, because it enables them to engage customers close to the purchase. Potential customers can quickly buy or try the software with a few clicks from content.   Table of contents: Know your ideal customer profile Build awareness Content Marketing… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

What analytics make sense for content hubs?

When it comes to analytics on your content hub, some metrics to consider: 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… Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

Types of marketing metrics

There are often two types of metrics, quantity and quality metrics. Quantity measures quantify how many people completed an action. Quality metrics, look to see the rate at which people take an action. For performance, more people generally are needed. But you also need to make sure they are competing the actions at an acceptable rate. Otherwise you are wasting your money. Which is why marketers consider both types of metrics. … Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

Why are metrics and analytics used in marketing

Metric and analytics are used in marketing to enable marketers to improve performance. They act as a feedback loop, informing marketers, of how customers are engaging with their marketing efforts. Without these, marketers would be operating in the dark and without accountability. Not a great situation for driving results. … Continue reading

Ben Young
Ben Young
November 4, 2022
Analytics

Why measure marketing metrics?

The reason marketers measure marketing metrics is to provide feedback on how effective marketing is performing. This then enables marketers to take action, find areas of improvement, allocate resources more effectively, whilst keeping the customer front and centre.  It is a vital feedback loop. The role of marketing metrics in that feedback loop is to give context and color to the feedback. They help inform different actions which took place, and different types of analysis, all with the express… Continue reading

Ben Young
Ben Young
November 4, 2022