Holidays are always great opportunities for ionians to have some fun in our interactive content platform. We love to think of fun ways to tap experiences like quizzes to engage our audiences and elicit a few chuckles. With Thanksgiving around the corner, all of us started to share recipes and traditions we use in our own homes, and it got us thinking… Does the way you prep a turkey or the sides you serve, say something about your personality? And with that, our Thanksgiving-themed quiz was born. It’s just another example of how you can build a highly visual, engaging quiz in our platform, around just about any material. Take it for a test drive and see what your Thanksgiving habits reveal about you!
Sell-Side focuses on surfacing data from the buyer’s interactive journey to the sales team. Since this is an entirely new concept, I thought I’d share real-world examples of how ion uses Sell-Side to align marketing and sales. Hopefully, this will stimulate some ideas for how you could surface high-value insights to your sales team. Keep in mind that the whole idea of Sell-Side is that it surfaces whatever data is of highest value to you and your sales team. These examples show what’s important for me to communicate to sales as ion’s CMO.
An online, interactive configurator gives visitors the opportunity to see a variety of different options and outcomes based upon their selections. Do your products or services require complex configurations to determine the right personalized solution? Configurators allow visitors to assemble or package your product or service to what they specifically are looking for. This provides a valuable service to the visitor while providing marketing with even more valuable packaging data on what visitors need and want.
Through interactive content, you put the customer first, whether it’s through an eBook where they can build their our journey through your content and offerings or through a survey where they can give their feedback on the personal experience they had with your brand. Interactive content like these Quick Starts give your customer the chance to have a voice. So with the Age of the Customer upon us, what are you doing to give power to your customers and start serving them? Not sure where to start? Check these three brand new Quick Starts and put the production of your content in the hands of your customers.
I’m a content marketing data geek. I love earning and using authentic and accurate data that describes our buyers. Here’s how we do that… This is about focusing marketing and sales resources on buyers who are most likely to produce revenue. Here are 7 ways ion leverages interactive content marketing data in marketing automation.
People love to get the real-time feedback of a score, a grade or a personalized outcome based on the responses they give to questions. There are some great opportunities to generate lots of leads, of high quality, using quizzes and assessments. Here are some ways to use quizzes and assessments to generate leads, including what measurement you can expect, what sales insights you can surface, and how you can test the experiences to boost your conversation rates significantly.
We’ve made no secret that we just LOVE seeing what our customers build in our platform. Each piece they create is just as unique as they are, and we are constantly reminded of the abundant ways you can utilize interactive content. We keep a customer gallery on our site and are always updating it with new and innovative iterations of interactive content experiences (say that 3 times fast!). But we thought it would be really cool to pull together a post highlighting what costumers built, and filter it by type of interactive content. It just shows that an ebook or quiz looks completely different depending on who is at the controls.
There is a ton of opportunity to generate lots of leads, of high quality, by repurposing your existing content into interactive content marketing experiences. And white papers offer some of the best chances of educating, informing and influencing your audience. Here are some ways to use an interactive white paper to generate leads, including what measurement you can expect, what sales insights you can surface, and how you can test the experiences to boost your conversation rates significantly.
Smart people are getting a bit too smart for landing pages. For many of us, smart people are also our best potential leads. So, for the people who matter most — we’re seeing rapidly diminishing returns from traditional online lead generation gates. In my 21 years of online lead generation experience, I’ve seen a lot of trends and phases come and go. Many of those ended up being superficial and/or cyclical. This one seems to have much more staying power.
Content repurposing is getting so much well-deserved attention these days. The time and resources invested into a single piece of content can be maximized when we create new formats for our audience to consumer that content. Instead of banging your head against the wall to conceptualize new content every single time, take a look at what you have in your content marketing arsenal and put it to great use. Check out some of our favorite tips and tricks for making your old content new again.
I am pretty big on repurposing content, and I often will rattle off a bunch of ways that you can take an existing content asset and repurpose it into something very different (“...take that white paper and transform it into an assessment, a configurator, an infographic and a quiz….”). But when I do that, I am often faced with blank, wide-eyed stares. It’s all clear to me, but I realize that more specifics on HOW you actually do that are necessary. Here are some example scenarios to get you thinking about your own content and what you can do with it.
With the ecommerce industry growing almost 20% year over year, marketers now have to make their brand stand out more than ever. But how? How can you get consumers to notice your brand or product? How can you catch the eye of the online shopper? Introducing Quick Starts for eCommerce: interactive content for the holiday season. Let’s take a look at two ways you as an ecommerce marketer can use interactive content to boost sales for your brand.
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.