Content Marketing

37% of marketing teams don’t understand content analytics

37% of marketing teams don’t understand content analytics

A recent study reveals brands still lack content analytics skills needed to create competitive campaigns. Search engine optimization will only grow more sophisticated, considering Google’s new Hummingbird algorithm and it’s movement to withhold the majority of keyword data (it’s peaked at around 80 percent now). In response to these changes, marketers are forced to look(…)

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Study finds content marketing effectiveness trumps traditional advertising

Study finds content marketing effectiveness trumps traditional advertising

Consumers are generally more positive about content marketing than they are about traditional advertising, although marketers overestimate consumers’ preference, new research reveals. Just 10 per cent of people said they had a positive attitude towards advertising from brands, according to findings from the content marketing agency Seven. But more than half (57 per cent) of(…)

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On the Internet, Nobody Knows You’re An Advertiser: Native Advertising and Its Impact on the Web’s Credibility

On the Internet, Nobody Knows You’re An Advertiser: Native Advertising and Its Impact on the Web’s Credibility

Unlike these examples, the advertorial’s transition to digital is not inherently beneficial to consumers. The advertorial is a loaded concept. Its purpose is to blur the line between biased and unbiased content. Yahoo’s billion dollar purchase of Tumblr seemed to silence critics who had pegged “native advertising” as Madison Avenue’s latest digital gimmick. Indeed, more(…)

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