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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.
Analytics

What causes discrepancies between two analytics systems?

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

Ben Young
Ben Young
November 25, 2022
Analytics

Why use engagement metrics?

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

Ben Young
Ben Young
November 25, 2022
Analytics

What is the role of analytics in a B2B content marketing strategy?

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

Ben Young
Ben Young
November 18, 2022
Analytics

Why is content marketing for B2B?

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

Ben Young
Ben Young
November 18, 2022
Analytics

What makes a successful B2B content marketing strategy?

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

Ben Young
Ben Young
November 18, 2022
Analytics

Why are SEO tools a must in B2B content marketing

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

Ben Young
Ben Young
November 18, 2022
Analytics

How has content marketing for B2B changed during covid?

Covid accelerated the adoption of digitally-led purchasing for many businesses which made content marketing more of a strategic priority. There have been a flood of new businesses doing content marketing, which has meant more competition for those already doing it. From a customer perspective it also increased the demands for content in the purchase process. Why wait – when a competitor has content which can help straight away. For businesses this also helps make sales cycles more efficient and brings… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

Why does most B2B content marketing suck?

Outwardly a lot of B2B content marketing can suck, but it depends if you are in the audience or not. Smart B2B content marketers create content strategies that elevate their business and deliver on their customers needs. It can be in many cases, that outwardly it is not as impressive, as compared to if you are a potential customer in that niche. That being said, B2B content marketing can suck because of: Low quality content production Being boring, or not… Continue reading

Ben Young
Ben Young
November 18, 2022
Analytics

How do you create successful B2B content marketing campaigns?

Successful B2B content marketing campaigns come from: Having a solid understanding of the customer, where they are and their problems. Good content which speaks to and attracts the right audience Ability to optimize and adjust on the fly Good distribution, getting to enough people to make a difference Analytics & reporting, seeing progress, finding opportunities… Continue reading

Ben Young
Ben Young
November 18, 2022