The Content Marketing Institute & MarketingProfs just released the B2B Content Marketing 2016 Benchmarks, Budgets and Trends report. If you are like me, you gobble up the insights, trends and data from this report each year. I think this is hands down the best source of information about what’s happening right now in content marketing. So, here’s what I think is notable from the report and how it all relates to making your content more engaging, more conversion focused and more valuable for both your audience and your organization.
What’s better than an infographic? An INTERACTIVE Infographic… THAT’S what! As if the ability to visually tell a story is not already rad, engaging your audience with clickable, animated, moving parts in that infographic is super duper rad. Randall-Reilly decided to do just that—leveraging the built-in interactive components and Quick Start in the ion platform.
B2B buyers want to self discover more and more in a journey that’s as digital as they can make it. I’ve been in the software business since the late 90s and it used to be that driving prospects to register for a demo was a top draw and priority. Today, it’s still a draw, but not as early in the journey as it used to be. Our challenge now was to provide a self-discoverable ‘demo’ that was also personalized and relevant to varying roles and levels. Our solution (of course) was interactive content — narrowed to focus on the sexiest area of our platform — Creative Studio.
If you are a marketer, you know that sales and marketing alignment is a thing. When marketing & sales work together, it’s a powerful combination that leads to magical results: more customers, more revenue, and higher customer retention. But, not enough companies are moving toward better alignment. So how to we fix this? We’ve curated a list of tips to get you thinking about how you can use content to bridge the gap between what marketing is saying to buyers and how sales people are interacting with those very same buyers.
We recently blogged about an un-gated version of an interactive white paper that outperformed its gated PDF peer in a head-to-head test, by 33%. Yes, that's 33% more leads by un-gating the content and transforming it into an interactive experience. If you are considering adding interactive experiences into your content marketing, here are a few examples to get you inspired (in no particular order...).
Meet Brad Young, Global Content Strategy Leader at Dun & Bradstreet—a solution for Risk & Finance, Operations & Supply, Sales and Marketing professionals who want to uncover truth and meaning from data—and our last Content Marketing Innovator in our series. Read how Brad and Dun & Bradstreet are “killing it inside the box” in his interview with ion.
Meet Scott Stano, Director of Global Demand Generation at Arcserve— a comprehensive solution for organizations which provides assurance that they can recover their data and applications when needed—and our fourth Content Marketing Innovator this week. Scott Stano has his sights set on quality over quantity, bringing substance to his content through interactivity.
Meet Jon Ryan, Director of Marketing Technology for Aberdeen Group—the leader in bringing big data and content marketing services together—and our next Content Marketing Innovator. Perfectly blending marketing and technology, Aberdeen’s Jon Ryan knows just what it takes to be successful with his content marketing efforts.
Meet Pat Oldenburg, Senior Manager, Content and Web Marketing for Five9—a pioneer and leading provider of cloud contact center software, bringing the power of the cloud to thousands of customers worldwide—and today’s Content Marketing Innovator. As Senior Manager, Pat is aiming to supercharge Five9’s content marketing results with interactive content.
Meet Reva Harris, Associate Marketing Manager at Purchasing Power—a voluntary benefit that enables American workers to pay over time via automated payments for consumer products, vacations & education—and the first in our series of Content Marketing Innovators. She’s one of the powerhouses behind today’s most innovative and effective content marketing.
There is so much content about content. So, we've pulled together the best of the best into topics that matter the most to you. From strategy to best practices to generating leads and measurement. Here it is. A hand-curated list of our favorite articles, infographics, videos and lists. We've got a round up of over 86 of the best tips, tricks, tactics, and strategies—ready for you to explore.
The biggest thing to hit content marketing starts today and we’re beyond excited. Content Marketing World, held this year in Cleveland Ohio, expects to see 3,500+ attendees over the next 3 jam-packed days full of amazing parties, sessions, keynotes and workshops. Plus… we’re a silver sponsor and are hosting the after party on Thursday. It doesn’t get much better than that.
Testing interactive content is always a good thing, even when our hypothesis is disproven. But when a test generates 600% improvement, it’s a really good thing. And when the change we made to get that result was one word, that’s pretty good return on effort. Most tests aren’t this easy or successful, so this is a short, fun story.
Last month, we sponsored research with Demand Metric and presented the findings in a webinar, "The Truth About Digital Body Language." I was just reviewing the report itself, and a few findings jumped out at me. Sales isn’t getting enough prospect insight. Richer, more meaningful prospect insight will yield higher close rates. Marketers aren’t yet exploiting the opportunity for interactive content to help build richer prospect profiles & align with the sales team.
According to data from CMI, MarketingProfs and Brightcove, "Brand awareness, customer acquisition, and lead generation remain the top B2B content marketing goals." Make no mistake that content marketing and lead gen are the magic lead gen combination. Great content builds awareness, demand and inbound interest. If generating leads from your content marketing is at the top of your list, we’ve rounded up a few pointers to help you hit your goals with lots and lots of qualified leads.
This week started the mayhem of back to school once again. Parents running around frantic trying to check off everything on the supply list, teachers doing the last of decorating and planning, and kids cherishing every last moment of freedom they have. So just like those teachers that provide those wonderfully short and to the point school supply checklists to save the parents any small amount of time they can, here at ion we like to make your life just as easy. And that comes in the form of our Quick Starts—pre-built interactive content experiences you can customize and launch with no fuss. We’ve got four new ones to share with you.
Think about it. Everyone has travel rituals. Some book months in advance and scour resources for the best deal while others are fine booking last minute. Some people like to zone out and put their headphones on the entire flight not uttering a word to another soul. Others will chat it up with whoever is sitting next to them. Regardless when you are using a partner to book travel for business purposes, there is a relationship. And Orbitz for Business decided to put that relationship to the test with a little quiz to see how well matched (or not) you and your work travel partner are.
Take a look at static content. You create and build this team of PDFs and what you feel is educational and useful content just sitting there in hopes that your luck will come and someone will read that 20-page PDF and come straight to you raving about your product or service and instantly become a customer. You hope that your choices in static content are well liked and seen as a resource for your industry. But it’s like playing football with no plan, no strong players or no playbook. You just sit and hope for a playoff season. But it just doesn’t happen that way.
As a sales manager, my number one priority is making sure each and every person is continuously improving across the board so that we can blow our goals out of the water. On my plate, I manage our systems, processes, tools, and people. It's a lot. And with a growing team and growing set of responsibilities, it becomes more difficult to delve in and uncover real world coachable moments in the field. Then one day, I realized we have an ion feature that we created in our platform to help sales people, but it's incredibly helpful for me to uncover coachable moments as well.
There are many techniques to help engage people with your content—relevancy, personalization, quality, and on and on. But it’s possible that none are as important as the visual aspects of your content. Imagery and visual design help people forge emotional connections to a story, and they happen instantaneously. This isn’t just a case of people wanting to look at “pretty pictures”. There are metrics (yes, metrics!) to back up the notion that visual content needs to make its way into your content.