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.
Our own Chiefmartec hypothesized that interactive content can save content marketing from the dark side in a hat tip to StarWars. And we loved it when Copyblogger said interactive content might be the most exciting marketing tactic of 2015. The list goes on and on in support of interactive content. But you may be asking yourself, “All that is well and good, but does my content really need to be interactive?”