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Why Interactive Content May Be the Most Exciting Marketing Tactic of 2015

The world is deluged with white papers, webinars, ebooks, and infographics. How many white papers have you downloaded and only briefly skimmed? How many webinars have you signed up for and never attended?

How do you stand out? How do you grab and hold the attention of an audience?

Interactive content provides a new arsenal for content marketers to battle the flood of “meh,” passive content.

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How Technology Can Fuel Your Content Marketing

The conference included six live scheduled chat sessions on topics such as content marketing and customer experience, influencer marketing, interactive content, and marketing automation

Here are the highlights from a few of these sessions.

Interactive Content

Scott Brinker, co-founder and CTO, ion interactive

"Good interactive content — through the eyes of the participant — either (a) actually helps them learn something, such as an assessment tool might, in a way that's better than just passively reading about it, or (b) provides something genuinely entertaining (like a fun little game).”

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Hack Your Marketing: Expert Tips to Save Your Sanity


My sons may have convinced me to watch too many episodes of Hack My Life, but they got me thinking about all the marketing hacks I’ve collected over the years. Finding ways to juggle the demands of a busy marketer’s schedule has always been a challenge. In this article I’ve shared some of my most frequently used hacks and chatted with 7 of the most talented marketers I know for their favorites.

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Talking Marketing Tech with Scott Brinker and David Lewis

What do leading experts from the Chief Marketing Technologist Blog and DemandGen International have to say about the future of marketing technology?

Earlier this week, we sat down with Scott Brinker, Co-founder and CTO of Ion Interactive and author of the Chief Marketing Technologist blog, and David Lewis, CEO of DemandGen International to discuss the 2015 Marketing Technology Landscape. 

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Demystifying Marketing Tech

Embracing and adopting new technology was a presiding theme at this year's Marketing&Tech Innovation Summit. However, it seems that as marketers' technological options grow, their practical choices shrink. This was one of the key takeaways from a panel at the event, which featured Scott Brinker, cofounder and CTO at ION Interactive; Bhavesh Vaghela, CMO at Response Tap; David Hahn, SVP of product management at Integral Ad Science; and Sharam Fouladgar-Mercer, CEO at AirPR as the moderator.

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Content Marketing Tools: The Ultimate List

The Ultimate Content Marketing Tools List has been updated as of January 29, 2015 to include over fifty new tools and several new categories including influencer marketing, paid promotion, writing, auditing and optimizing conversions. Demand for businesses to provide their readers with the best content available is on the rise and 71 percent of marketers increased their content marketing budget in 2014. Because of this, the content marketing tools universe has expanded.

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Take Your Content Marketing to the Next Level With Interactive Content

We all know that content marketing is hot these days. But what do we mean by content?

Most of what we think of as content includes things like web pages, blog posts, infographics, ebooks, reports, buyer's guides, white papers, webinars, explainer videos, podcasts, etc. When we talk about producing more content, these are usually the assets we have in mind.

All of those different kinds of content have one characteristic in common: they're passively consumed by our audience. Our prospects and customers read, watch, or listen to them. They might be invited to add a comment or share on a social network, but that's typically the limit of their interactivity.

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Number of Martech Companies Doubles to 2,000 in 2015

In the space of one year, the number of marketing technology companies has nearly doubled, rising to nearly 2,000 in 2015. Each year, I chart the number of martech companies to produce my annual Marketing Technology Landscape. In 2014, it already included an astonishing 947 companies.

This year, it has grown to 1,876 in categories ranging from native advertising to SEO to analytics and more. If you want to view the landscape in its expansive glory, see our companion story: Infographic: The 2015 Marketing Technology Landscape. There, you’ll be able to view the landscape in a variety of sizes, as well as download a PDF version. In this article, I’ll focus on the changes that have happened from last year to this.

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Do's and Don'ts of a Successful Marketing Measurement Program

Regardless of the metrics you choose to measure, the systems you set in place, or the numbers you capture, remember that none of it happens in a void. “Context and market forces must be considered before making decisions, and the stage in the buyer’s journey impacts the comparability of all metrics,” advised Ion Interactive Co-Founder and CEO Justin Talerico (@IonInteractive). “We can’t look at a click-through rate on a nurture email and compare it to a click-through rate on a customer or lead-gen email. All three of those stages have drastically different baselines and norms in terms of variance.”

One landing page may have varying CTRs based on how the user got to it, where buyers were on their journey when they found it, whether they are connected to the brand on social channels, etc. Resist the urge to over-simplify. After you establish your primary metrics, consider some of the most common variables for each, and monitor the niches for trends.

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Interactive Content Can Save Content Marketing From the Dark Side

Not long ago, in a marketing department not far, far away, we saw the rise of content marketing. It began as a young, idealistic movement to help educate, enlighten, and entertain self-empowered buyers in the digital world. An elegant marketing for a more civilized age.

But increasingly, it’s become seduced to the dark side, pursuing an imperialistic march toward volume over value. In too many companies, it’s more machine now than human, churning out rote blog posts, statistically unsound survey reports, and clone armies of e-books, infographics, white papers and webinars.

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Can an app drum up more conversions than a landing page? Here’s why ion interactive is giving them a shot

Landing pages versus apps – among marketers, this isn’t usually an either-or situation.

But for Justin Talerico, CEO of ion interactive Inc., a Florida-based marketing company, landing pages just aren’t giving marketers enough in return for their content marketing efforts.

“Landing pages, which were the backbone of our business for many years, are very sort of binary,” Talerico says, giving the example of a company that offers a whitepaper in return for a lead’s contact information. “Someone either converts or they don’t, and for those people who convert, whether or not they consume the content that’s often behind the gate of the landing page … The consumption of that content is completely unknown.”

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Is Interactive Content a Way to Cut Through the Content Marketing Clutter?

While BuzzFeed’s quizzes were mostly for low-brow entertainment value — e.g., What State Do You Actually Belong In? — the engagement and social sharing levels they attained were remarkable. That silly state quiz? It generated more than 40 million views. This quiz-as-content format has since moved upmarket, and last month, The New York Times ran an interactive quiz for one for their popular op/ed columns.

As marketers are being told to “think like publishers” with content marketing, this new trend has caught their attention too. Interactive content is significantly expanding what’s possible in content marketing — not just quizzes, but calculators, configurators, assessment tools, workbooks, contests, and more.

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Marketing Technology Innovation Thrives In The Intersections

Looking for the business disciplines seeing the most rapid change and innovation? Contributor Scott Brinker examines where traditional departments are crossing each others' boundaries.


The most exciting developments in marketing today are happening at intersections.

For instance, a growing profession of marketing technologists have emerged from the intersection of marketing and IT. Marketing technologists combine technical skills — programming, systems design, algorithmic thinking, and technology management and strategy — with a passion for marketing and customer experience.

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What is a Landing Page?

Are you getting the results you want from your website? If you are not using a landing page or pages on your website then you most definitely are not.

When a visitor finds a regular page on your website like your home page, a blog post or your about page they will be presented with menus, widgets, suggested posts and all sorts of other distractions that are great for a casual visitor to see to get to know you and your business better.

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Top 200 Content Marketing Brands and Influencers

One of the biggest questions buyers ask in their online journey from awareness, to consideration, to selection is “who is influential?” on the topic.

It is human nature to look for validation, expert advice and insights from those who understand a topic and seem to know what they are talking about. This is true in just about any major decision, including who we buy from.

See full article and lists here.

7 Marketing Technologies Every Company Must Use

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” Indeed, according to my research into 351 mid-market B2B companies, except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.

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Up Close @ SMX East: The 4th Wave of Content Marketing

Right now, everyone is engaging in content marketing. Everyone wants to create more content, and so they spend more on content. This leads to a vicious cycle. Only a small number of content assets will break through – most become part of the long tail and vanish.

Consuming the content isn’t much better. For the consumer, it’s an overwhelming and bewildering sea of information with no way to take it all in and no easy way to separate the wheat from the chaff.

For full article, click here.