Lead quality is imperative to both your marketing and sales success…obviously… I mean when we put it all together, if you put junk in you are very very likely to get junk out. What does that mean? Poor lead quality affects the entire organization, and if you have poor lead quality then you have an underperforming sales team and the result is far fewer closed deals. So how do we solve this problem?
Our focus for the month of January has been helping you get your arms around interactive content marketing—helping you cross the chasm to get into the mindset of content being about the experience your visitors have with it, not just the words on the page. Now we want to give you some inspiration to take your interactive content strategy and execution to the next level. Take a look at our top 10 favorite articles to start off 2016 on the right foot.
The past couple of years there has been a lot to report on in the world of content trends — from mobile responsive, to interactive content design to measurement to lead quality and much, much more. But this year more than anything what I see is a maturation of the trends of years past. It’s like the ideas and concepts that were just in their infancy are starting to take shape and become much more real. I attribute that to the increased pressure content marketers are facing to show real, tangible business results from their efforts.
There’s a little thing our team over here at ion loves to give our customers to overcome those time and resource issues, and that’s our Quick Starts. Every day, our designers are working hard to create the best prefabricated interactive content experiences for you to use and customize to make your content stand out and shine among the rest. And to start you off on the right #NewYearNewYou path, we’ve got four brand new ones for you to see. Check them out!
My friend and co-founder here at ion is Scott Brinker, aka ChiefMartec. A couple of weeks ago, Scott and I decided to share ion’s marketing tech stack as an example for his second-annual Stackie Awards competition. I jumped at the idea. ion may not be able to compete for a Stackie, but we can sure as heck make one. It really was a lot of fun to frame our marketing tech in the process it serves. Here’s some of that story.
Creating content is hard. Getting people to engage with your content is even harder. According to Content Marketing Institute benchmarks, over 70% of marketers rate 'creating engaging content' as a top challenge. While interactive content can, and does, improve your content engagement, many marketers wonder how to transform their static content into an interactive experience. Four of our ionians tackle this topic: how to create and transform your content to engage, educate and inspire your online visitors.
On the Creative Services team at ion, we are handed many pieces of static content in varying stages of completion and asked to throw in our special spice and make it a truly interactive experience. We have a few tricks up our sleeves that help us when going through content to take something as simple as 4 paragraphs of text and make it into a glorious, online experience. Here are 10 of our favorites.
How many visitors, shares, and potential leads do you think you’ve lost over the years? You know — the qualified traffic that landed in your blog or resource center, but didn’t stick around, let alone engage or convert? Given the fact that 60-70% of B2B content sits unused, I’ll bet that it’s more than you’d like to think. Plenty of B2B marketers are creating tons of great content; however, they’re neglecting the content experience, or the contextual environment in which their content lives.
Interactive content took off this last year! From quizzes to assessments to even interactive white papers, brands were transforming their static content into exciting pieces of art. So what are some of the most exciting things we’ve seen our customers do with interactive content? Check out four of our very own interactive content experts and hear what some of their favorites are.
In the landing page lead generation world, you essentially have to put the gating form before the content. In fact, it’s highly likely that the content itself is only supplied after the gate via email or download. The visitor either converts or not (the 'pass/fail’ part) and most marketers care very little about what happens after that. Interactive content gives you several lead generation options. Because the content in ‘interactive content’ is actually online and part of the user experience, you’ve got options. Lots of options.
Everyone is seeing the need for interactive content to build engagement, from Buzzfeed to the New York Times. Traditional static content just isn’t cutting it anymore, and there are some major reasons why so many brands and companies are utilizing and seeing the benefits from interactive content. ion cofounder and EVP Anna Talerico recently wrote a blog post originally published on TFM Insights about the ways interactive content is redefining marketing. We’ve summarized it all up here for you so take a look!
It was a BIG year for interactive content. Really. Big. Matt Gratt from Buzzstream summed it up best when he said... “The writing is on the wall: interactive content is the future of content marketing.” Have you had your big interactive content marketing moment yet? To help inspire you, we went to a few of our very own ionians who know interactive content inside and out to have them share what their big “Aha” moment was. Check out what they had to say!
When Buzzfeed broke the Internet with “What City Should You Actually Live In”—a quiz that remains one of the tastemaker site’s most viewed and shared posts of all time—marketers and brands alike began to realize the power of getting an audience engaged with interactive content. And as interactive quizzes, videos, maps, assessments and calculators increasingly get audiences clicking, sharing, and engaging, some real winners have risen to the top of the interactive heap in terms of creativity and just plain ingenuity. Here’s a list of some interactive content we stumbled upon this year that we loved.
2015 has been a busy year for us here at ion. From an infographic filled with 75 stats, to 50 ways to engage your audience, to even a mega ultimate content marketing guide, we’ve aimed to give you some of the best resources to help boost your content marketing success into 2016. But what better holiday present for our audience than to wrangle them all up into one easy-to-use interactive guide?!
An infographic is a great experience for high-funnel visitors from social campaigns as they require a low commitment for consumption and engagement and present content in a compelling, ‘lightweight’ manner. But, did you know you can use an infographic to help capture leads as well? Here are some ideas to help turn your infographic into a lead gen machine with a few simple tweaks to the format.
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.