The struggle is real. The content marketing struggle that is. We’ve all experienced it and we all know it far too well. Not only is it a struggle to produce the right amount of content day in and day out, but to produce the right CONTENT for the right AUDIENCE is almost overwhelming. And increasing engagement? Ugh, THE STRUGGLE IS REAL!
Stories are 22 times more memorable than just a mere fact. And the reason? We as humans tend to make a connection with stories. We tend to put ourselves in the middle of it, as if the event actually happened to us, as if we were the main character. And isn’t that what you want for your brand? To be memorable? For your audience to imagine themselves in the middle of YOUR story? That’s exactly what you want. I know you all too well! Problem is… your audience is distracted.
October is not just the month of Pumpkin Spice everything... it is also the month of amazing events for digital marketers. So if you need a break from carving pumpkins, drinking pumpkin spiced beverages, making pumpkin bread or dealing with the ever-changing minds of your children and their ideas for Halloween costumes... come meet up with ion during our October events!
To most lead-gen marketers there are certain universal truths that are assumed to be beyond reproach. Among them is the assumption that a gated asset will convert better than an ungated one. I admit, I was among the throng espousing that a form before the asset would surely convert better than a discretionary form within the asset. Wrong.
Especially when you are in an industry inundated with buzzwords, trends and technological innovation. Like marketing, especially content marketing. It is HUGE and everyone’s got an opinion. Some awesome. Some not so awesome. Even some unexpected. But all of it helps paint a larger picture. So we are going to share a little bit of our world via a round-up of some of the latest and greatest content marketing buzz! Welcome to our world.
The 2014 WhichTestWon winners were recently announced and as a family here at ion interactive couldn’t help but scream and jump up and down. We were thrilled when we heard that Anthem’s mobile campaign experience won WhichTestWon’s mobile test silver award!
You come across those companies that have incredible customer service. Like mind-blowing incredible customer service. The type that makes you shout their praises from the rooftops. We all knows these companies. The ones we will never stray from and the ones we will tell all our friends about. But how can you be that company? It isn’t enough for their first impression with you to be incredible. It has to carry through the entire experience with your brand.
Eating is a ritual. From perusing the menu, to wine pairing, to dessert. It’s a truly delicious experience if done right. You know what else is like that, minus the calories? Content Marketing. Think about it. A restaurant menu may contain appetizers, small plates, entrees, sides, dessert, drinks. And when creating content you have a bevy of options—copy, visuals, videos, interactive elements and more!
We’ve been talking interactivity for… well… ever now. We are truly in the major beginning stages of an interactive revolution. And when you’re at the forefront of any revolution, you want nothing more than to be a ruler and an innovator of that time. But guess what, grade school-version of you? Introverts are going to rule the Interactive Age. So for all you “uncool” introverts, this is your time. Wallow in it!
We’re all battling with this content overload, each piece striving to be better than the next. Who can get the most subscribed, the most shares, the most likes?! I recently came across a great article from Marketing Profs written by Jeannette de Beauvoir titled Be the Best Answer: Four Steps to Developing Winning Content. And they nailed it.
Today, your website really is the frontline to your whole operation, a first impression if you will. So if you wow me with useful (and beautiful) digital experience, you’re going to score some points before I even walk in the door to be swarmed by salesmen. If you provide a configurator (ahem, that’s a marketing app by the way) to let me build my own car, see the specs, pic everything from the interior color to rims, I’m totally into it.
That content you have may be extremely useful, but it may not be useful for everyone. Maybe some of your content is for the people that want to hop on the L train, and some of it is for the people that are looking for the M train. They may have gotten in at the same stop, but they most definitely want to end up in completely different places. Easy right? Just ask the visitor what they want and where they want to go and your brand can deliver an experience like they’ve never seen.
It’s a lot like your content marketing. You promise this knowledge-filled piece with best practices and engagement. And then your visitor gets past the form or call-to-action filled with excitement… to be totally underwhelmed. So how can you be sure that your content is bite-sized, easily digestible, with tons of flavor and quite filling? We found three of our favorite articles on the topic so let’s take a look at the best takeaways.
Summer is wrapping up as are our events for the season. But we can’t get too comfortable because in just a matter of weeks, the event roster picks up steam again. There’s still lots of Marketing Apps goodness we need to share. We’ve said before there’s no slowing down for us, and we meant it!
If YOU don’t like hassle, why in the world would you provide any for your audience? So, as part of our Digital Differentiation Series, this blog is all about how to create the opportunity for effortless exchange of value. I mean, how awesome does that sound??? And it’s entirely doable. You just have to do one thing... Provide and gather insights.
Content marketing has been on quite the ride lately. Riding three waves to be exact. If you haven’t checked out Scott Brinker and Jerry Rackley’s “The 4th Wave of Content Marketing” presentation yet, you definitely should. Because that fourth wave is coming right for you.
How is it that I, as well as thousands and thousands of others, so incessantly watch Shark Week knowing that we’ve seen a lot of it before? Then, boom, it clicked. Emotional engagement. It hits a nerve. Whether you are absolutely terrified of sharks or completely excited by them like I am, Shark Week aims to attract each type of audience. And it’s all through emotions and engagement.
Last week, we mentioned the kickoff of a series of blog posts on Digital Differentiation. And this first one is all about how to turn those dining room tables into cars, or static content into engaging and modern digital experiences. Need a place to start? Here we go!
You’ve got no excuses, boys. Throw away those nasty wallets and check out Bellroy’s incredible and interactive digital experience. Now, while we are totally hyping up this experience, Bellroy didn’t build it in ion. But they totally could have! And, hey, we could've even added some more flair to it (hint, hint Bellroy… embedded video? Just saying). But while we can talk all we want, that’s no fun. We’ll just show you what Bellroy could have built with ion!
While Pinterest isn’t the only way they’re getting their content out there, the Jags and the NFL as a whole have always made their marketing about the fans. And why else do you think it’s the biggest following in sports in the U.S.? The NFL never stops innovating and never stops building stories that identify with their audience.