Welcome to the content benchmarking blog

Through our consulting work, we’ve been involved in a wide range of content marketing projects over the last nine years.

Usually, the brand’s catalyst for a more strategic approach is a new website. As the hub of most content marketing efforts, it’s the obvious place to start.

Everyone gets fired up about web projects. They are an exciting, high-profile combination of content, design, marketing and technology. The cross-functional team work flat out for 4-5 months to launch the site on time.

But then, everyone goes back to their day job, often snowed under by a backlog of work that was put on hold to complete the web project.

This experience can result in feeling that the content marketing reality hasn’t quite lived up to the original vision.
Continue reading

Is your content marketing performance average?

Firstly, let’s just say that “average” gets a bad rap. Look it up in a thesaurus and you’ll find it associated with words like mediocre, moderate and ordinary.

That’s a lot of bad press for a statistical measurement that identifies “the middle”. Is average such a bad place to be?

The truth is that it’s an important number, but it doesn’t tell you much in itself. If I have one hand in an ice bucket and the other in boiling water then, on average, the temperature of my hands is comfortable.

The problem is that average doesn’t cater very well for extremes. So when we start using it in our web metric calculations we risk missing the full picture.

Continue reading

Analytics spam; can you trust your website data?

Diagram of analytics spam traffic

We’ve all suffered with email spam for years.  Despite the combined efforts of Google, Microsoft and our corporate IT departments, we still get unsolicited mail in our inboxes and lose genuine mail to the dreaded junk folder.

For most, it’s an annoying fact of email life. Whilst spam can certainly affect productivity, for most business users it doesn’t pose any major risks.

A new spam in town

Since the beginning of 2015 there has been an increase in a new, altogether more insidious, kind of spam. Unscrupulous individuals and companies are polluting our web analytics data with “ghost” traffic, fake referrals and even bogus goal completions.

Unlike email spam, this is more than a minor annoyance. Left unchecked, the inflated numbers could have a serious effect on existing marketing and business reporting. That in turn could impact business decisions based on Google Analytics data.

Continue reading