ion interactive, Interactive Content Marketing Weejly Roundup: July 18-22
One of the biggest mistakes marketers make overall is to think about marketing investments in the form of a campaign - a short-term effort, offering very little opportunity to test content or creative, to optimize, or to prove ROI. Account-Based and Content Marketing Programs are similar in many ways. ABM works best when it uses personalized content marketing destinations, targeted to specific accounts, and mapped to individual needs of the buyers, across an increasingly complex B2B buyer journey. The bottom line: Account-Based and Content Marketing programs are not campaigns but long-term investments in growth.
We’re smack dab in the middle of the summer months. And whether that means it’s vacation time for you or you’re still hard at work on your content strategy preparing for Q4, we love to keep you in the loop of the latest in interactive content marketing. Right here every week, we’ll be providing a digest of what we published on Medium to make sure you get the best news and info of what’s going on in your industry. And this week on Medium…
We started this week off with a bang. Literally. 4th of July kicked off this content marketing filled week with some excitement. From interactive video to rich data opportunities with interactive content, we have your latest content marketing news right here on the ion blog. If you haven’t had a chance to check out our Medium publication this week, here’s the latest info of what’s going on in our industry.
What’s the latest in the interactive content marketing world? Have you been keeping up with ion on Medium? Every week, we’ll be providing a digest of what we published on Medium, what was published out on the web on other sites, and what we posted right here on our very own blog to make sure you get the latest news and info of what’s going on in your industry. Here’s what was new this week.
This week we started posting some of our content over on Medium.com, in our new ion interactive publication. Medium, an online publishing platform, is “a place to read, write, and interact with the stories that matter most to you.” So we wanted to give more of what matters most to our audience—and beyond. At the end of every week, we’ll be providing this weekly round up—a digest of what we published on Medium, what was published out on the web on other sites, and what we posted right here on our very own blog. Here’s what was new this week.
Account based marketing (ABM) is one of the many new buzzwords in the marketing world. Just a few weeks ago, our very own ion CTO and co-founder Scott Brinker along with Terminus CMO and co-founder Sangram Vajre met to talk about how ABM is affecting the ever changing marketing world. They discussed how ABM is revolutionizing the marketing sphere and ways to practice ABM successfully. Check out the full video of their discussion!
Marketing has a marketing problem. Ask most people who are NOT in marketing, what they think marketing is. They will answer with something that sounds like advertising or selling. (Not that there's anything wrong with advertising or selling!) The goal of marketing is to help your prospects get to know, like, and trust your firm enough to buy from you when the time is right, and they have a need. And so with each new trend in marketing, we have to remember that effective marketing seeks to help customers. It starts with empathy that allows you to consider what your customers need. Not because being helpful merely feels good. But because it works!
It’s about time for another roundup. And this is sort of a ‘special edition’ round up, because this morning we had three brand new interactive content marketing articles of our own go live on 3 different sites. What are the odds of that happening? So, in this edition, we are going to highlight how to improve your content, overcome the paradox of content marketing, and how to align your sales and marketing teams to achieve success in the content marketing world! All from one of our co-founders, Anna Talerico, and via some of our favorite blogs from SEM Rush, Content Marketing Institute and Eloqua!
We have witnessed some major changes over the last ten years in regard to how businesses are using landing pages. By leveraging modern marketing practice brands have dove head first into concepts like optimization, web strategy, marketing technology, and content marketing. "There’s a merging of marketing offline and online" that will upheave the next ten years of landing pages. Brand marketers have accepted digital as part of their overall strategy by increasing their budgets or focusing on it solely. In most cases, it is now a must-have component of any campaign, plan, or strategy.
Increasing lead generation via content marketing has been a successful strategy for ages. For many years, brands have been creating original content and publications to provide valuable information about a specific industry in order to engage customers. This same concept has been passed along and has evolved through many transformations to become lead generation as we know it. Brands large and small are creating content to build an audience, capture a lead, and drive a sale. So where is the evolution?
It’s time. It’s time. It’s the end of May and it’s time for our monthly recap of what’s trending in interactive content. If you’re new to the blog, every month our Director of Creative Services, Stephanie Tunis, will showcase some of the awesome content experiences that were recently launched for our customers in an ionian-exclusive webinar. We also use this webinar to share innovative designs and user experience trends that our team has spotted on the web. We typically have this meeting every month and, since our teams get such value out of the content, we thought it might be great to share it with you—our blog readers—as well.
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.