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?”
One very cool element of interactive content is that there is not one way to construct an experience. Basically, what I am saying is that there aren’t really any boundaries or rules (who likes those anyway?). It doesn’t have to look a certain way, or convey just one message. You have freedom to flex those creative muscles. And that’s exactly what Pearson did when they combined TWO types of interactive content into one brilliant experience.
The ion platform has always been a great place for testing different types of interactive experiences against each other in real-time. After setting up a test, the platform does all the hard math to determine a statistically significant test winner without you having to think about it. This could be in the middle of the night when you’re fast asleep and hopefully not counting conversions jumping over a fence. If you’re like me, when you’re awake, you want to know how your test is performing and how much longer until a winner will be declared.
I think we can all agree that an engaged audience is better than a disengaged one. And, every online marketer wants engagement in one form or another. But engagement isn’t pass/fail. Part of what makes measurement of interactive content engagement so enlightening is that there’s a continuum of participation. Where people fall on that continuum and how we look at it — like grading on a bell curve and then comparing the curves — helps evaluate the relative value of content and experience.
Templates are a controversial subject for designers. Many view templates as a ‘bad’ thing, restricting the freedom a designer needs to bring their vision to life. I even held this view in my younger years. I wanted to shed light on some of the reasons that templates can actually help you focus on the what of your design, instead of the how to get it launched and out the door.
"Meet the buyer at their point of interest." As the sales leader at ion it’s a statement I probably utter way too many times a day. I can’t take credit for coining my favorite phrase, I think I read it once in a Sirius Decisions blog (and I’ve never been able to find the post since). But I love it. To me it sums up everything about what they buyer’s experience should be, and what rock star sales people do naturally.
In life, we balance effort and value. As we mature, we (hopefully) learn to invest the most effort into the things that will provide the biggest value to our lives. This is true across health, work, marriage and even child rearing (where we quickly learn the true meaning of “pick your battles”). So it probably goes without saying that with any digital marketing campaign or project, we should be considering the required effort and the anticipated value received.
The content marketing landscape has evolved, as have the expectations of your audience. Not to sound like a broken record, but effectively engaging them is a necessary component to every brand’s marketing strategy regardless of industry, and it affects all of us (yes, even you). So get comfy, grab your coffee or matcha tea or whatever you’re into. And get ready for some advice from people worth listening to.
…as our sales team was blushing (and/or cursing the CEO/CMO’s name (mine)) on sales calls because they had no visibility into the buyer’s budget calculations, solutions built, self assessments taken or content pains — that we had a 'sales & marketing alignment' crisis to solve. We absolutely had to surface — in context, with relevance — all the explicit insights our buyers had given us. Sales had to know. And they needed the information stat.