Data & Insights

Actionable insights on the latest research and trends guiding marketing best practice.

Content Metrics and Analytics: Be a Miner and an Investigator

Measurement is a part of any content strategy that simply can’t be overlooked. There’s no question about that. But if measurement isn’t accompanied by analysis, you’ve missed the mark. Sure, measurement can tell you how many people viewed your content, how they found it and how quickly they ditched…

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Content Marketing Trends 2018

Eighty-nine percent of B2B marketers use content marketing — defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” And 65% repo…

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What do your metrics say about your content?

Earlier this month, the Content Marketing Association unveiled findings from its Measuring Effectiveness Report, conducted with senior-level marketers from 40-plus recognizable brands. When it comes to recognizing the need for measuring the effectiveness of content marketing, there’s no question abo…

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Hospital Marketing: How You Can Outsmart the Competition

How will hospitals outsmart their competition in 2017? It’s all about creating a personalized patient experience. Healthcare ad agency Smith & Jones recently released its top 10 hospital marketing trends, and a common thread can be found: the need to target niche audiences and provide more custo…

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Keeping Up with AP Style Changes

Writing styles must continually evolve with the times. So every year the Associated Press announces changes to its widely used Stylebook. Updates to the 2016 edition of the Stylebook went into effect on June 1, 2016. Among the most notable changes are: The Stylebook will no longer capitalize the wor…

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Shattered Glass and Checking the Facts

Not too long ago, our editorial team gathered together — beers, Junior Mints, and popcorn in hand — for a viewing of the 2003 movie “Shattered Glass.” In the movie, which is a true story, Hayden Christensen stars as Stephen Glass, a staff writer for The New Republic, and a freelance feature writer f…

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Taking Your Audience to Their “Happy Place”

Back in 2012, officials from the court of Bhutan famously presented to the United Nations their model for a “gross national happiness” indicator—a way to show the status of their nation that was not tied to their economy or material wealth. While some scoffed at the idea of making the personal happi…

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It’s Time for Podcasting

At this point in time, it seems that there is about a 50 percent chance that a person is familiar with the term “podcasting.” According to a study from Edison Research, even though podcast consumption has tripled since 2006, awareness of the term has remained flat, meaning that podcasting hasn’t qui…

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