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.
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?