When I talk to content marketers about business goals and ROI - I often find that they take on the look of a deer in the headlights. Of course, that's a problem that needs to be solved. But most people think the solution is to just force performance goals onto the content team. That ignores a much wider problem. Of course, content teams should work hard in the service of business goals, but there has to be a middle ground....
Last week, I had the pleasure of presenting at Content Marketing Conference in Boston. While I really enjoyed sharing some new concepts and ideas with the attendees, I enjoyed the sessions even more. One of the unique things about this conference is that the keynotes are all about the intersection of content marketing and comedy, which makes for a pretty entertaining 3 days. I came back armed with some great insights. Here are just a few of them: 1) When in doubt,...
We took on quite a big challenge a few months back. We decided to survey marketers to really understand their needs and preferences and to get a full picture of what content marketing looks like in 2018. This, combined with the data we see daily on our platform can really help uncover some interesting insights. We'll be sharing the results in the coming days, but today I wanted to call attention to an incredible missed opportunity that we uncovered during our research:...
When a new customer starts using our product, I always ask them the same question: "What is your main pain point? What insights are you hoping to discover? Many of them answer that they would like to know what the typical journey is for all the users that convert. In the beginning, this made sense to me: Of course, there is the best route to the office, and so people should take it. But as I dug in the data, looking for that...
Outbrain is a native advertising platform that helps advertisers get their content discovered through recommendation units on publishers’ websites. More than 35,000 websites carry Outbrain's promoted articles, while the company delivers more than 275 billion recommendations and one billion users each month. Our partnership with Outbrain started a little over a year ago with a small test on a single client. Since then we've expanded our partnership significantly. It's been incredibly exciting to see how our insights really make an impact and...
We understand how important it is for our customers to see the impact of their sources and campaigns on their business goals so that they're able to evaluate the effectiveness of their ad spend and invest in sources that work the best. To make that process easier, we've updated our “Insight Sources” report to show you the true impact of your referrals and campaigns. The amount of traffic, sessions, and conversions from each source. Sources that are driving the highest amount of readers Regardless of...
In another lifetime, my manager told me to delete a joke from a piece because business people “don’t believe in comedy.” Nevermind that we live in a world with two whole continents worth of “The Office,” or that I didn’t even think I was being funny. The stony-faced bosses shaved that piece of writing down until it was just a husk of jargon-y catchphrases. Like something a machine would make. But our audiences are human -- fatigued, content overloaded humans....
This post discusses the importance of content marketing analytics and explains some of the key parameters we should look at to better understand our content’s performance and ROI. What is content marketing analytics?If you look up content marketing analytics or content marketing insights you can see many different interpretations. For the purpose of this post, we look at content marketing analytics as the system or method to measure and attribute the value of the marketer's content activities and assets in relation to...
Marketing teams worldwide spend significant amount of time thinking about their specific customer profiles and how to best match their offers to each one, from brainstorming ideas on how to segment customers based on specific attributes, to planning out the most appropriate email marketing campaigns to increase their CTR. All of these efforts are often concentrated under content marketing strategies to best generate, nurture, and maintain leads. To truly understand eventual impact on the customer experience, from initial interest and...
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