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?
Good marketers know that getting customers to do something is the first step to building a solid relationship, but the days of the basic, bottom-of-the-page call to action are probably a thing of the past. Consumers are inundated with options, and studies show that marketers usually have less than ten seconds to grab attention. So what’s a web marketer to do? Why not set your content apart by taking smalls steps towards making your website experience more interactive?
From the simple addition of their name in the header or an auto-filled form to a solution finder that has the exact message match from what they were searching for, content personalization can make all the difference in the success of your content marketing strategy. So this week, we wanted to round up some of our favorite articles, some new and some aimless, that explain the importance of personalization within your online visitors’ experiences.
According to Scott P. Abel of The Content Wrangler, personalization is the process of targeting content to individuals based on one or more of the following: who they are; where they are; when, why, and how they access content; and what device they use to access it. The content your company produces ultimately becomes the face of your brand. In essence, your online content and the experience attached to it is the product. Personalizing your content might seem like a huge undertaking but with some simple tips, your customer will feel right at home with the experiences that you create just for them. Here are some tips to help you get started.
As CEO of Marketing Insiders Group, Michael Brenner is one of the go-to thought leaders for modern marketers today. While consulting and speaking on everything marketing, Brenner has helped many brands strategize to reach, engage and convert new customers day after day. We love seeing brands and companies succeed at their marketing and are inspired daily by Michael Brenner’s thoughts on what’s next in our world. So we thought we would share with you our ten favorite Marketing Insider Group blog posts written by Brenner so you too can have some insight into what really makes your marketing and digital experience strategy thrive.
In the world of Interactive Content, there is one thing that can always be counted on — change. The processes, techniques, and strategies that are used to build interactive experiences are constantly evolving. And even though this landscape continues to change, the main goals are still present for most interactive content pieces — create a better experience for the end user while gathering meaningful data along the way. There are many elements that can be leveraged to tell your story using interactive content. You may have used Interactive White Papers and eBook to tell your story, but here are some fresh, new suggestions that can help you engage your Target Audience.
One of the biggest surprises from the Content Marketing Institute’s 2016 benchmark report wasn’t that three quarters of reporting organizations are using content marketing, but that only 30% say their content is effective (and that’s down from 38% last year!). In the digital age, with information more readily available than ever before, a steady stream of quality content is one of the most valuable tools a marketing team can have. In fact, Forbes lists content marketing as more popular than both search engine optimization (SEO) and pay-per-click (PPC), second only to social media marketing. So, what gives?
It no secret anymore that customers want brand experiences that stand out and make them say “wow!” and, naturally, interactive content comes to mind. It’s a powerful way to showcase your brand’s voice, product, and thought leadership while not being boring. That said, there’s more to interactive content and why you should be doing this or planning on doing interactive content in the future. Marketers need to be concerned about the user and their experience. The rest will fall in place.
We’re excited to share our newest Quick Starts. Quick Starts are ion’s pre-built interactive content marketing experiences available to our customers—and they are the fastest way to go from idea to launch. This is the perfect time to get your content marketing kicked into high gear for Q2. So what are you waiting for? Check out a few of our newest Quick Starts and see how you can repurpose your existing static content into interactive digital experiences that get results!
MarTech Madness is here and we bet you’re excited for your court side seats! ion will be right there alongside all the modern marketers ready to see the best players in the marketing technology game. So we’ve got our bracket filled out and ready to share our picks. While we think every session is a winner, here are our predictions for some of the champion topics.
I love the idea of luck. Something happening that is completely unpredictable and uncontrollable?! Something that completely takes the responsibility away from your own self and leaves the outcome up to chance? It’s exciting and thrilling to say the least! But as we all know, not everything can be left up to chance. More often than not, we have to take charge and create the outcomes we want to see. And as a marketer, I know this more than ever to be true when it comes to content marketing. Unfortunately, many people still leave their static content up to chance and hope for their luck to kick in.
Oh content engagement…. it’s the biggest love-hate relationship for any marketer. One minute your content is hitting home and all the KPIs are rising. But there are times where it doesn’t hit home and you’re frantically searching for how to get traction on your content. Wtf content gods. So we’ve collected a few high level tips to help with your content engagement. These tips are the start to driving more engagement and you’ll definitely want to stay tuned to our blog for more tips throughout the month.
If you are a B2B marketer, chances are you have been hearing a lot about account-based marketing (ABM) in the past few months. Account-based marketing is an approach to targeting not just individual prospects, but an entire universe of potential prospects within a target company. Rather than marketing to just the individual, campaigns are designed to reach a larger group of stakeholders and decisions-makers. ABM relies on coordinating closely with sales teams in order to provide a very unified, cohesive approach to winning new business, collaboratively through the efforts of both marketing and sales.
The Academy Awards just ended and it seems fitting to write about spotlighting success and recognition. Speaking of recognition…. the marketing space also has tons of awards and ways to recognize merit. For example, customer reviews. At ion, we love our customers, and we believe a big part of our success and merit focuses around the success of our customers. That said, the real reward for ion shows through in the reviews posted by our customers on GetApp, G2Crowd, and TrustRadius. Customers love what we do! And we’re delighted to have amazing reviews.
Heading to Vegas for the Intelligent Content Conference? This week, there’s enough incredible content strategy to distract you from all the glitz and glamour of Sin City! Our friends over at CMI have a great event to offer and, better yet, our very own Scott Brinker is speaking. Here at ion, we thought we’d give you a short guide to the sessions we think will be the biggest hits this year.