Publishing content on third-party platforms can lead to great engagement but can come with a lot of risks. In this video, I reveal the dangers of relying on external channels, and where it’s gone wrong for brands in the past.
Data has an important place in content marketing, but so does raw creativity. A vital part of creative content marketing is knowing where data can be useful, where it can be a distraction, and where it can actually be detrimental. In this talk, I’ll cover where data can and should be used, and where you should put the data to one side and let your creativity take centre stage.
I pose the question: are we spending too much time optimising for engagement metrics and not enough time optimising for human interaction? Human behaviour is tough to quantify, which is why I think we need to look beyond Google Analytics metrics when making improvements to a website.