Digital marketing has moved far beyond the days of passive picture books for audience engagement. Right now, taps, swipes and clicks mean more than they ever have before, and adding interactive elements to your static stories will not only put you ahead of the curve when it comes to communicating with your audience, it can also keep fans of your brand coming back for more.
We recently covered the fundamentals of account-based marketing here on the ion interactive blog with a focus on how to scale to your target accounts. At the conclusion of the blog post, it was pretty clear that optimizing your content for ABM can take a lot of time and effort to figure out. But the benefits far outweigh the effort needed to get started. Using rich experiences and technology to create a dynamic experience is essentially creating ‘smart content’. What does this mean exactly?
Let's take a deeper dive in order to better understand ABM and how it can affect your content marketing. Before we jump in, we need to first understand our current content approach and how ABM uses content. As you may know, content marketing has been around for awhile and some might say that it is the currently the most influential form of modern marketing. Unfortunately, there is such an overwhelming amount of content available out there which can make the traditional content generation model less effective. This is where Account-Based Marketing can come into play. Taking an ABM approach creates targeted content for specific accounts and roles.
Our co-founder, Anna Talerico, and ion’s product specialist, Jay Ojea, presented a jam-packed webinar covering, Hot Trends in Interactive Content Marketing. With the heightened pace of content marketing and interaction design, the ion team thought it seemed fit to do a mid-year trends webinar. Blink and something is evolving or changing in our landscape—we gotta all keep up, right!? Since our last trends webinar in January, there have been some exciting new strategies in content marketing. Anna and Jay highlighted trends that we see on the rise now and into the next 6 months. In case you couldn’t make the webinar, here are the trends that we covered.
Some of the top senior executives in the digital marketing world are making their way to San Diego next week to learn more about the latest marketing trends, gain actionable insights and hone in on strategy for the remaining part of the year. There is always so much to learn at these conferences that often we find ourselves overwhelmed by the amount of sessions offered. So we decided to do a little guide to what sessions we’re most excited about and hope it can help when you’re deciding who to check out and what track to focus on.
It’s about that time! When you’ve heard about a topic long enough and you decide it’s ROUNDUP TIME!! Woohooo, break out the cattle boots! We’re going on the range! We've got five keys articles that will set you in motion for a successful Account-based Marketing strategy. Check it out and learn the facts behind ABM.
At its core, Account-Based Marketing takes a strategic approach to business marketing and communication. Here at ion, we have implemented an ABM marketing model in regard to our outreach efforts and we have seen tons of success. Like any new marketing strategy, it has not been without its learning pains. So we thought we’d take our lessons learned and put together a quick list of need-to-know information to help you on your account-based marketing journey.
This isn’t just about another marketing buzzword phrase! Account-based marketing seems to be here to stay. What used to be for only enterprise level organizations, account-based marketing (ABM) is now making its way through many B2B companies. We’re sure you’ve heard or read about it all over the digital marketing atmosphere. But are you still completely clueless about ABM? Not even sure exactly what it is or how to start with an ABM strategy? We’ve got everything you need to understand account-based marketing.
I think I’m starting to understand more and more why marketers get overwhelmed with personalization. There. Is. So. Much. To. Personalize. Or so I thought…. I think we have something that can truly help you hone in on what to personalize in your marketing program AND add value to the visitor. These suggestions range from super easy and commonplace to the outrageous examples that require some tech. So here it is.
Each month at ion, we hold a staff webinar that focuses on the current trends in the interactive content space. During the presentation, our Director of Creative Services will showcase some of the awesome content experiences that we recently launched for our customers as well as user experience and micro-interaction trends her team has spotted across the web. This meeting is extremely valuable to all team members here at ion because it lets us keep our fingers on the pulse of what our customers are actually doing with their content and what’s happening outside of ion as well. We typically keep this meeting internal but there is a lot of valuable information that could be useful to other content marketers as well. Here are some highlights from this month’s presentation.
It is official — Spring has sprung. With the beginning of Spring, there are a lot of things to look forward to — flowers are in bloom, the sun is shining and our days are longer. You know who else looks forward to this season? Bees! Bees are incredible creatures and while you may not know it, there is a lot of Interactive Content inspiration that can be drawn from the world of bees.
Like many companies, ion has a set of core values that provide a rudder for every ionian—who we are, what we aspire to be, and how to hold each other accountable. While these values were always ‘unspoken and unwritten’ last year we took the step of formalizing them. Now seemed like a good time to share our values here, as it helps to understand who we are as a company, including a few inspiring quotes. I hope you’ll share your thoughts and feedback!
You’re probably wondering how can a user find value in something such as personalized content? Let’s start by discussing what is often valuable to a user when it comes to a digital experience. To best get this, I’d like to take a card from Gary Vaynerchuk and his messages around being self-aware. Gary says that “What works for one person doesn’t work for everyone." To be self-aware in the digital world, we have to look at the overall experience and ask ourselves, would you be compelled to talk to my brand?
Good marketers know that getting customers to do something is the first step to building a solid relationship, but the days of the basic, bottom-of-the-page call to action are probably a thing of the past. Consumers are inundated with options, and studies show that marketers usually have less than ten seconds to grab attention. So what’s a web marketer to do? Why not set your content apart by taking smalls steps towards making your website experience more interactive?
From the simple addition of their name in the header or an auto-filled form to a solution finder that has the exact message match from what they were searching for, content personalization can make all the difference in the success of your content marketing strategy. So this week, we wanted to round up some of our favorite articles, some new and some aimless, that explain the importance of personalization within your online visitors’ experiences.
According to Scott P. Abel of The Content Wrangler, personalization is the process of targeting content to individuals based on one or more of the following: who they are; where they are; when, why, and how they access content; and what device they use to access it. The content your company produces ultimately becomes the face of your brand. In essence, your online content and the experience attached to it is the product. Personalizing your content might seem like a huge undertaking but with some simple tips, your customer will feel right at home with the experiences that you create just for them. Here are some tips to help you get started.
As CEO of Marketing Insiders Group, Michael Brenner is one of the go-to thought leaders for modern marketers today. While consulting and speaking on everything marketing, Brenner has helped many brands strategize to reach, engage and convert new customers day after day. We love seeing brands and companies succeed at their marketing and are inspired daily by Michael Brenner’s thoughts on what’s next in our world. So we thought we would share with you our ten favorite Marketing Insider Group blog posts written by Brenner so you too can have some insight into what really makes your marketing and digital experience strategy thrive.
In the world of Interactive Content, there is one thing that can always be counted on — change. The processes, techniques, and strategies that are used to build interactive experiences are constantly evolving. And even though this landscape continues to change, the main goals are still present for most interactive content pieces — create a better experience for the end user while gathering meaningful data along the way. There are many elements that can be leveraged to tell your story using interactive content. You may have used Interactive White Papers and eBook to tell your story, but here are some fresh, new suggestions that can help you engage your Target Audience.
One of the biggest surprises from the Content Marketing Institute’s 2016 benchmark report wasn’t that three quarters of reporting organizations are using content marketing, but that only 30% say their content is effective (and that’s down from 38% last year!). In the digital age, with information more readily available than ever before, a steady stream of quality content is one of the most valuable tools a marketing team can have. In fact, Forbes lists content marketing as more popular than both search engine optimization (SEO) and pay-per-click (PPC), second only to social media marketing. So, what gives?
It no secret anymore that customers want brand experiences that stand out and make them say “wow!” and, naturally, interactive content comes to mind. It’s a powerful way to showcase your brand’s voice, product, and thought leadership while not being boring. That said, there’s more to interactive content and why you should be doing this or planning on doing interactive content in the future. Marketers need to be concerned about the user and their experience. The rest will fall in place.