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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.
Content Marketing

Guide to Marketing Strategy

Marketing strategy is developing a plan of action to achieve business objectives. There are a lot of different skills and practices which go into developing an effective strategy. If you are new to marketing strategy, some relevant posts: The measurement problem facing modern marketers How much should you spend on measurement? How do I decrease wastage in my media spend? How do I prove marketing attribution and ROI? How does storytelling marketing drive results?… Continue reading

Ben Young
Ben Young
November 8, 2022
Analytics

Guide to Bounce Rate

Bounce rate measures the rate at which people leave a webpage without further engaging with it. Bounce rate is calculated by taking all visits to a page and seeing what percentage left the webpage without taking further action. Bounce rate = visitors that left without taking action / total visitors . This is an important measure to understand how effective the web page or its content is in serving the visitors expectation. The analogy is, the visitor is like a… Continue reading

Ben Young
Ben Young
November 7, 2022
Content Marketing

Guide to Marketing Metrics

Marketing metrics enable markets to see how well marketing efforts are performing. If you are new to marketing metrics, you may find these articles helpful: What are marketing metrics used for? Types of marketing metrics Why measure marketing metrics What marketing metrics to track? What is marketing metrics strategy? What are the marketing metrics at the start of a campaign Recommendations for best marketing metrics reporting tool What are the most common… Continue reading

Ben Young
Ben Young
November 7, 2022
Content Marketing

Guide to SAAS Marketing

Software as a service (SAAS) marketing is a rich topic as firms compete for attention. Whilst software as a service companies exist in the cloud, traditional marketing principles still apply. But they benefit from the squishing of the sales & marketing funnel, whereby prospective customers and act and go from uninformed to educated very quickly. Which is what makes SAAS marketing such a competitive space. SAAS startups have to fight to be efficient, they can’t grow being less efficient than… Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

How do you deal with fake followers?

According to a report from last year, 12% of influencer had bought fake followers; put another way, that’s one in eight influencers – so this is a very valid concern. The other concern is whether followers are from your target geography. Before you get into technical solutions, some ways to mitigate this risk: Ask for references from brands that have been happy. Working with an influencer is akin to working with a freelancer. Ask for their reports from their… Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

What metrics matter when doing influencer marketing?

The top three metrics to consider are: Reach Engagement Conversion rate   Why is Reach important? Reach is how many people your campaign reached. Brands need to set a goal for how many to reach with their campaign. It is important because it enables you to see the impact it had your business. And to calculate things like ROI and back it into your costs.   Why is Engagement important? This is a common influencer KPI. Brands want to know that… Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

Common mistakes when doing influencer marketing

Using a platform like Nudge removes a lot of headaches, it helps commonize the metrics between all influencers, hold them accountable, consistent measurement means you can track ROI easier – and build your own benchmarks. Here are some others you may not have considered: Challenge 1. Using influencers for specific audiences Using bloggers for specific audiences is helpful for brands when it comes to raising their profiles. The Nudge Overlap feature helps brands understand if they have any issues with… Continue reading

Ben Young
Ben Young
November 7, 2022
Influencer Marketing

What are the best practices of influencer marketing?

Best practices to consider when doing influencer marketing: Find influencers who already use your product, i..e look internally. Look at email lists, look at key customers, it’s a lot easier to start from this. Invite influencers to an event that they can participate in, create content. Those that resonate with you could look to engage with further. Use an influencer platform to help identify influencers who have additive reach to your channels. Continue reading

Ben Young
Ben Young
November 7, 2022
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