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.
There are few things I love more in the world than food. I literally plan my days around it and often find myself plotting dinner plans at 8am if there is something specific I am craving. A love of food can come with a hefty price tag if you don’t keep yourself in check and know your body. But it’s hard sometimes!! Am I right or am I right?? That’s why Bistro MD’s little piece of interactive content is just what the doctor ordered!
There is a lot to consider when you reflect on how to produce engaging content—starting with what content engagement means to you. To get you started, we’ve rounded up a few links to great articles to help you in your quest for content engagement. We hope these tips provide some inspiration and insights.
A recent study published by the Content Marketing Institute on B2B Technology Content Marketing had some great insights on the state of the industry along with some potentially alarming statistics on effectiveness. Fortunately, there are some definite opportunities to learn and improve. So before you spend another dime on content marketing, you might want to take a look at some of the standout benchmarks and trends.
Anna Talerico, co-founder of ion interactive, was a recent guest on the TechnologyAdvice Expert Interview Series to share her insight on the intersection of sales, marketing, and technology. The series, which is hosted by TechnologyAdvice’s Josh Bland, explores a variety of business and technology landscapes through conversations with industry leaders. Anna joined Josh to discuss the benefits of using interactive content to meet buyers at every point in their journey.
Today, we can look at another short list of questions to ask to determine if the interactive content will be worth the effort, based on the anticipated value. So, if you take a look at yesterday’s chart, and determine that there is good potential value, then take a look at how much time it may take to build and launch it.
I previously blogged about balancing the effort you put into your interactive content experience, with the anticipated value your organization will receive from it. There are several ways to determine potential value, and it’s more of a set of considerations than it is a hard & fast set of rules. Here is a best practices approach to determining how valuable any particular interactive content experience might be.
We wrote a blog post recently, highlighting advice from some of the best in the biz and it was so great to see all of the different perspectives come together on one topic. A true melding of the minds. So, we decided to start a series where we continue to tap the brilliant marketers who surround us, and share some of their best quotes, tips and other gems of wisdom around industry topics. Let’s kick off the series with 5 really smart things said by Superstars at the Gartner Digital Marketing Conference.