The term “engagement” or “content engagement” is tossed around the blogosphere and in publisher circles around the world. Many of the stakeholders can’t agree on what really defines engagement. Is it a click, a conversion, a purchase, etc.? Ultimately, brands must decide what engagement means to them based off defined goals and strategies. However, some […]
Chad Pollitt
How AI is Helping to Reduce Waste in Digital Advertising
According to Chartbeat analytics, two out of three clicks on native advertising bounces in 15 seconds or less. From Facebook to Outbrain, it costs three times the cost of a click for a content marketer to get any meaningful engagement with their work. According to that same study, users who spend 15 seconds or more on […]
Everything You Need to Know About Artificial Intelligence and Its Impact on Paid Media
This year I took on a couple of ambitious tasks. One was part of my professional development, to learn everything I could about artificial intelligence (AI) and marketing, and the other focused on annual native ad tech research, similar to what was presented here last year – the 2017 Native Advertising Technology Landscape. Little did I […]
Everything You Need to Know About Influencer Marketing and Artificial Intelligence
One of my professional resolutions for this year was to learn as much as I could about Artificial Intelligence (AI) and blockchain. Half of that research has already culminated into a free ebook, entitled, “Everything You Need to Know About Marketing Analytics and Artificial Intelligence.” One of its chapters focuses exclusively on influencer marketing and […]
Before You Do Any Influencer Marketing, Check These Templates
For the many subscribers of Relevance, influencer marketing is a well-known, and perhaps, mature channel. Unfortunately, though, there’s still a significant swath of marketers still not leveraging influencers in their marketing mix. This is ill-advised, because studies show that for every one dollar invested, influencer marketing delivers six dollars of return. And for many marketers […]
11 of the Best Social Media Management and Reporting Tools to Consider
It’s quite common for me to be asked which social media management and reporting tools I recommend outside the two or three everyone knows, but it’s not always easy to remember ten or more tools off the top of your head. As a result, I’ve put this list together of vendors I’ve come in contact […]
Shrinking Content Budgets Drive the Need for Content Intelligence
We’re beginning to see some poignant trends in our industry. It seems brands are reducing their content marketing budgets. As a percentage of overall marketing spend, content marketing has gone from being 29% of overall B2B marketing budgets down to 26%. For B2C, it’s dropped from 32% of overall marketing budgets down to 22%. Don’t let the percentages […]
The Case Against Storytelling in Content Marketing
My industry colleague and friend, Douglas Karr, inspired me to take on this topic. It’s been a subject of conversation I’ve had for a number of years at conferences and industry events. He poignantly points out, “That Not Every Content Strategy Needs a Story” and I wholeheartedly agree with him. He makes a very poignant case […]
11 Digital Marketing Predictions You Should Ignore for 2018
This time of year, our inboxes are flooded with many prediction posts for the coming year. My inbox is certainly no exception. In fact, you may have even seen my predictions post just a few weeks ago. This year there seems to be many more than usual. After reading more than a dozen of them I’ve […]
7 Bold Predictions for Digital Marketing in 2018
Every year around this time I take a step back and to ponder some predictions for our field for the coming year. Some come to be, others are a few years early, and then there’s predictions I’m still waiting to come true years later. You can’t win them all, unfortunately. That said, the trends I’m […]
