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.
Content measurement. It’s a challenge. You probably already know that though, because at least half of all marketers say they struggle with content measurement. A few weeks ago, we provided 5 tips to help point you in the right direction, but let’s face it, it’s way more complicated than any single blog post. Where you fall on the continuum of content measurement could be anywhere from rookie to rock star.
We’ve compiled a killer list of what some of the best in the biz say about content marketing ROI and encourage you to read it, ponder it, pick parts or all of it to put into practice. Make it your OWN… just like the awesome content marketing you create. Don’t fret over what to measure and how to calculate content marketing ROI! Sit back and soak in the wisdom and perspective from those in the trenches.
As Beverley Reinemann said over on the distilled blog, “This visually-lead social channel might have its roots in B2C marketing but, with over 300 million subscribers, can your B2B brand afford not to be on Instagram?” There’s no denying it. Instagram is a GREAT conduit for content and it’s all kinds of awesome. We rounded up our marketing technology companies that are currently rocking Instagram and curated a nifty little list (we kind of like to do that if you haven’t noticed). Check out these 10 Instagram rockstars.
Historically, marketing has had a wide range of dependencies in order to execute their strategies and ideas. Agencies to negotiate and place media. IT to manage their customer database. Developers to code and launch the digital media. But marketing technology brings a whole level of capability to marketers and their organization. Today, marketers have an array of choices in front of them that give them the freedom to be in the executional driver’s seat.
We all hit the creativity wall once in a while, especially at the rate that we’re producing new content (according to CMI, 70% of us are creating more content than we were a year ago… hello, creative burn out!) There’s a wealth of great advice from really smart people to help inject a bit more creativity into your content and blast through a creative slump. We rounded up some of our favorites. Hopefully, you find some inspiration here.
I was researching your product and company this morning... so I went to your website. How did I get there? I don't remember. It may have been an ad on a Google search, a LinkedIn post or some other ad I clicked through... who knows? I wanted to learn more about your company and your products and it is too early to call you up so after looking over your home page, I clicked on your resources tab. Ok, some whitepapers, datasheets, a couple of videos. Not a library of information but it might answer some of my initial questions. I saw a whitepaper icon with a headline and a description that looked promising. I clicked on the icon...
The music lovers of the world aren’t cut from the same cloth. They all have different needs, different wants, different tastes. Music festivals have to appeal to many MANY different audiences. And they do just that… Just like your content marketing should. While content marketing season is year round for us, our audience has all different needs, different wants, and different tastes. So take a note from Festival Season and let’s look at six of the biggest types of interactive content to appeal your desired audience.
As content marketing takes a main seat at the marketing table, it raises a new set of questions regarding its measurement. People want to know what metrics to use, best practices, how much time and effort to dedicate? Before you even dig into how to tackle content measurement, take a breath, breathe into a paper bag, do some yoga…whatever gets you to your happy place. And then consider these 5 takeaways from marketing experts.
Perhaps the better question is ‘where can’t you use it?’ Interactive content experiences are a great way to engage your audience across a wide variety of mediums, channels and contextual situations. But sometimes the question is what content experiences should be used in your various channels. What works best where?
In the past few weeks, we've posted a matrix to assess how mature your content marketing program is (to help you determine if interactive content can help solve your challenges), a matrix to determine how potentially valuable an interactive content experience might be, and a matrix to help you determine the right level of effort to invest in it. Now, let’s turn our attention to what types of content work well at various points in the buyer’s journey.