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Content Marketing Innovators eBook

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Meet the people behind today’s most innovative and effective content marketing. These five digital marketers come from a wide variety of industries and backgrounds — sharing only a passion for excellence that shows in their brands and their results.

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Content Marketing Innovators eBook

  1. 1. CONTENT MARKETING
 INNOVATORS Meet the people behind today’s most innovative and effective content marketing. 
 The pace of innovation in content marketing can be intimidating. Not for this group. These five digital marketers come from a wide variety of industries and backgrounds. But they share a passion for excellence that shows in their brands and their results. Meet the innovators.
  2. 2. Reva Harris
 Purchasing Power, LLC
 Associate Marketing Manager 
 “I think of content marketing as a service – how can I provide people with information they need or fill a gap in what’s already out there?” www.ioninteractive.com
  3. 3. Reva Harris Don’t forget to strike a balance between timely and “evergreen” content. It can be easy to get caught up in the trend of the moment, but the content will have a much shorter shelf life. I try to make my bigger pieces more evergreen and use smaller, more easily-produced pieces to focus on short-term trends and seasonal topics. www.ioninteractive.com What content advice would you give to other marketers?
  4. 4. Pat Oldenburg
 Five9
 Senior Manager, Content and Web Marketing 
 “We have quarterly content board meetings with representatives from marketing, sales, and product management, where we review our most recent efforts and discuss trends that each of the departments see in their day-to-day interactions with customers and prospects.” www.ioninteractive.com
  5. 5. Pat Oldenburg In my opinion, we are starting to see a shift in how we view content marketing, and content in general. Content powers nearly every marketing effort, from website pages to webinar topics to interactive experiences. And when used for sales, content can improve pipeline velocity, close rates, and retention rates. Many executives, ours included, are recognizing this and putting more resources behind this function. www.ioninteractive.com What do you think is the most exciting thing happening in content marketing right now?
  6. 6. Jon Ryan
 Aberdeen Group
 Director, Marketing Technology 
 “If you offer content that is meaningful and combine it with an interactive component, it will beat the best flat infographic or checklist.” www.ioninteractive.com
  7. 7. Jon Ryan Interactive is key! People like to click, slide, hover, reveal, overall—play. If you offer content that is meaningful and combine it with an interactive component, it will beat the best flat infographic or checklist. www.ioninteractive.com Why did you incorporate interactive content into your program?
  8. 8. Scott Stano
 Arcserve
 Director, Global Demand Generation 
 “I would advise any marketer to focus on quality over quantity.” www.ioninteractive.com
  9. 9. Scott Stano The personalization of marketing experiences online and on mobile presents tremendous opportunities for marketers to reach the right audience like never before. The ability to offer a person the most aligned material based on real- world behaviors is very exciting. www.ioninteractive.com What do you think is the most exciting thing happening in content marketing right now?
  10. 10. Brad Young
 Dun & Bradstreet
 Global Content Strategy Leader 
 “Rather than thinking outside the box, I would rather understand the boundaries of the box—the persona/audience, our company POV, etc.—and absolutely kill it inside the box.” www.ioninteractive.com
  11. 11. Brad Young Paid, earned, owned and shared media will continue to converge into one stream and strategy, blending the functions of traditional advertising, creative and communications departments. www.ioninteractive.com What’s in store for the future of content marketing
  12. 12. 
 Check out the interactive eBook at:
 http://go.ioninteractive.com/example/innovators/eBook Learn more about the Content Marketing Innovators www.ioninteractive.com

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