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    The Great Native Advertising Scam

    Native advertising is currently experiencing a meteoric rise in popularity. Publishers, ad technologies and agencies are certainly benefitting from this boom, but what about brands? If brands don’t start measuring the commercial effect of their content marketing, then they will become native advertising’s biggest losers.

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    THE CONTENT MARKETING ROI CALCULATOR

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    Gmail Unsubscribe Link: Marketers forced to become relevant

    In case you haven’t already seen it, news was announced late last week that Gmail will start adding an unsubscribe link to marketing communications – whether they are legitimate or not. Email marketers will have to make a concerted effort to deliver relevant communications.

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    Leading content marketers measure more

    Aberdeen Group’s latest analyst report on the state of content marketing shows that the leading content marketers are those that measure the efficacy of their content marketing activity. Whilst most content marketers are content (ha) to stick to engagement metrics, those that are prepared to look at their effect on ‘the bottom line’ are the real winners.

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    The right content, at the right time, through the right channel

    If you have been doing content marketing for enough time, you’ll soon realize that effective customer engagement requires more than simply publishing the same content to an aggregate audience. For your content to truly resonate and deliver business value, content marketers need to start understanding the interests and contexts of each reader.

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    YOU ARE WHAT YOU READ: Understand your content and you will understand your customers

    Content analytics extracts the meaning of a piece of content – the people, places, companies and concepts. By understanding the meaning, intelligent content technologies can use an individual’s content consumption to build evolving insight profiles. This is valuable for brands using content marketing to engage prospective customers around their interests.

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    Personalized content marketing automation in a B2C world

    Rules-based automation cannot handle the intricacies of the Big Content era: complex customer journeys, evolving user profiles and myriad of content that need to be categorized and structured. However, algorithmic marketing systems understand the meaning of each piece of content and decide the most relevant content for a marketing communication.

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