The document discusses the evolution of content marketing through four waves: 1) web pages, 2) rich content like videos and infographics, 3) personalization, and 4) marketing apps. It argues that earlier waves were mostly passive content, while the current fourth wave of marketing apps allows for more interactive and engaging experiences that can better educate buyers and differentiate firms. Interactive content through apps is shown to be significantly more effective than passive content alone.
Sales and Marketing Alignment Starts with Content Marketingion interactive
ion's August 2015 webinar
Sales has access to a wealth of marketing data on their prospects — emails clicked, pages viewed, white papers downloaded. But what about more meaningful insights into solutions configured, budgets calculated, self-assessments completed, even actual content consumption & engagement?
Check out this Slideshare from ion's August 2015 webinar where two of our own quota-busting sales people guide you through a personal view of how they use data and insights to create an accelerated sales cycle and a positive buyer experience.
Get insights on:
- How they use digital body language from marketing automation
- How ion's sell-side feature provides rich buyer insights into the digital dialogue
- What marketing can do to help sales accelerate pipeline
- How static content and interactive content compare for sales enablement & buyer insights
WE'RE EXCITED TO BRING YOU THE INSIDE STORY OF A FANTASTIC PIECE OF INTERACTIVE CONTENT MARKETING.
UBM’s Geek’s Guide to London recently brought London Technology Week to life online.
Check out the first in ion's series of ‘marketing innovators’ presentations and learn the firsthand strategy and process of turning what was a static guide into an incredible interactive experience.
What's Inside:
- The anatomy of a successful interactive content marketing initiative
- UBM’s strategy and thinking
- UBM’s process and use of ion interactive
- ion’s process and timeline
Anna Talerico shares the strategies and tactics driving results in 2017.
Research shows a clear path to success. And, as usual, that’s the topic of our biggest webinar of the year!
ion co-founder Anna Talerico gives us her 2017 Interactive Content Marketing Trends presentation. Get the strategies and tactics proven to be…
- 94% more effective at conversion
- 60% more effective at differentiation
- 33% more effective at educating buyers
- 120% more effective at getting shared
The future of content marketing is interactive digital experience. And in 2017, the future is now.
75% of content marketers are doing more interactive content going forward. Find out why. And find out how.
Interactivate Your Content Marketing
ion can help you generate real business value — more leads, higher lead quality, and deeper buyer profiles — using interactive content marketing.
What the next wave of results-focused content marketing looks like for the coming year.
This year is squarely focused on driving measurable business value from content marketing.
A few of the 2016 trends you need to know:
- Addressing increased content performance and ROI pressure
- Breaking through content clutter for sustainable attention
- Repurposing content through function rather than format
- Increasing lead quantity and quality from content
- Increasing velocity and relevance in the buyer’s journey
Impact your content marketing results in 2016.
ion interactive's co-founder, Anna Talerico, teams up with NewsCred's Head of Strategy, Michael Brenner, for a power hour of content marketing know-how.
Explore how brands can use personalized storytelling to build relationships at scale and how sales teams can use content interactions to accelerate one-on-one relationships and revenue velocity.
This is the modern content marketing roadmap to becoming the brand they want versus the one they tolerate.
Learn to generate, qualify and deeply profile more leads. Take a look at ion's results-focused content marketing best practices. Get the next generation of strategies and tactics used by leading brands:
- How to convert significantly more leads from your content marketing
- How to build rich lead profiles including content consumption, buyer business challenges and readiness
- How marketing can evaluate content results in a radically different way
Take your lead generation, qualification and profiling to the next level.
Sales and Marketing Alignment Starts with Content Marketingion interactive
ion's August 2015 webinar
Sales has access to a wealth of marketing data on their prospects — emails clicked, pages viewed, white papers downloaded. But what about more meaningful insights into solutions configured, budgets calculated, self-assessments completed, even actual content consumption & engagement?
Check out this Slideshare from ion's August 2015 webinar where two of our own quota-busting sales people guide you through a personal view of how they use data and insights to create an accelerated sales cycle and a positive buyer experience.
Get insights on:
- How they use digital body language from marketing automation
- How ion's sell-side feature provides rich buyer insights into the digital dialogue
- What marketing can do to help sales accelerate pipeline
- How static content and interactive content compare for sales enablement & buyer insights
WE'RE EXCITED TO BRING YOU THE INSIDE STORY OF A FANTASTIC PIECE OF INTERACTIVE CONTENT MARKETING.
UBM’s Geek’s Guide to London recently brought London Technology Week to life online.
Check out the first in ion's series of ‘marketing innovators’ presentations and learn the firsthand strategy and process of turning what was a static guide into an incredible interactive experience.
What's Inside:
- The anatomy of a successful interactive content marketing initiative
- UBM’s strategy and thinking
- UBM’s process and use of ion interactive
- ion’s process and timeline
Anna Talerico shares the strategies and tactics driving results in 2017.
Research shows a clear path to success. And, as usual, that’s the topic of our biggest webinar of the year!
ion co-founder Anna Talerico gives us her 2017 Interactive Content Marketing Trends presentation. Get the strategies and tactics proven to be…
- 94% more effective at conversion
- 60% more effective at differentiation
- 33% more effective at educating buyers
- 120% more effective at getting shared
The future of content marketing is interactive digital experience. And in 2017, the future is now.
75% of content marketers are doing more interactive content going forward. Find out why. And find out how.
Interactivate Your Content Marketing
ion can help you generate real business value — more leads, higher lead quality, and deeper buyer profiles — using interactive content marketing.
What the next wave of results-focused content marketing looks like for the coming year.
This year is squarely focused on driving measurable business value from content marketing.
A few of the 2016 trends you need to know:
- Addressing increased content performance and ROI pressure
- Breaking through content clutter for sustainable attention
- Repurposing content through function rather than format
- Increasing lead quantity and quality from content
- Increasing velocity and relevance in the buyer’s journey
Impact your content marketing results in 2016.
ion interactive's co-founder, Anna Talerico, teams up with NewsCred's Head of Strategy, Michael Brenner, for a power hour of content marketing know-how.
Explore how brands can use personalized storytelling to build relationships at scale and how sales teams can use content interactions to accelerate one-on-one relationships and revenue velocity.
This is the modern content marketing roadmap to becoming the brand they want versus the one they tolerate.
Learn to generate, qualify and deeply profile more leads. Take a look at ion's results-focused content marketing best practices. Get the next generation of strategies and tactics used by leading brands:
- How to convert significantly more leads from your content marketing
- How to build rich lead profiles including content consumption, buyer business challenges and readiness
- How marketing can evaluate content results in a radically different way
Take your lead generation, qualification and profiling to the next level.
Nine ideas for marketing apps in a handy infographic.
Why marketing apps? Engage in a much more meaningful level than cookie-cutter websites and landing pages.
The buyer's journey today is largely a digital one, and marketers collect a rich and detailed set of data from the many "touchpoints" marketing deploys for prospects on their journey. Scott Brinker, president, CTO and co-founder of ion interactive and Jerry Rackley, Demand Metric's chief analyst and research report author, share insights from recent research on Digital Body Language, sharing perspective and research results on the problems and pathways to better sharing and utilizing this valuable data.
Motivate and Accelerate Lead-to-Revenue Velocity
Interactive content identifies and capitalizes on buyers' points of interest to accelerate demand.
ion interactive co-founder Anna Talerico takes you through ion’s real-world demand generation program that uses interactive content to motivate buyers and shorten their journey from prospect to customer.
- Learn how to use interactive content to align with the buyer's journey.
- Go beyond theory with a peek into our nurture program's real-world examples.
- Today’s buyers are doing their research and evaluating before engaging with sales. We show you how to meet these self-guided buyers at their point of interest with your content.
Learn how to mix interactive and static content into a cohesive program.
According to Content Marketing Institute, 87% of marketers agree that interactive content is more effective than static content at grabbing attention. Learn how to use that in your demand-gen programs.
ion interactive's June 2015 webinar
There’s so much to optimize in interactive content!
IMPROVE ENGAGEMENT AND CONSUMPTION OF YOUR CONTENT WITH SMART A/B TESTING.
Even the tiniest tweak can make a big impact. For example, we recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks 6X—yep, 600%. The point is, there’s a huge array of testing and optimization opportunities within interactive content. Get your testing game dialed in.
- Why test interactive content?
- What can be learned and optimized?
- How can you test ‘softer’ metrics like engagement and consumption?
Boost Your Results with Innovative Landing Pagesion interactive
A Look at Next-Generation Landing Pages that Convert Higher Quality Leads
ion co-founder and landing page pioneer, Anna Talerico takes you through today’s most innovative, next-generation landing pages. Learn how a whole new class of first impressions is capturing the attention and data of the web’s highest quality leads.
Moving beyond forms on pages
Teasing with content
Engaging with interactivity
Brand new examples — hot off the press
See how a new breed of landing pages is differentiating and performing beyond expectations.
Interactive content for demand generation
Interactive content identifies and capitalizes on buyers’ points of interest to accelerate demand. In this session we'll share an example of a real-world demand generation program that uses interactive content to motivate buyers to accelerate their journey from prospect to customer.
Deliver Engaging Content to Your Buyers: A Tale of Two Journeysion interactive
Buyers want more.
More access to more information before they talk to sales. More useful content that they can trust. More self discovery. More control.
BUT NOT MORE CONTENT.
Successful marketers are evolving to give buyers what they want across their journey. More static content is not the answer. Usefulness and utility separate an engaging interactive dialogue from a passive one.
This presentation will guide you through:
- Contrasting static and interactive buyer journeys
- How interactive content can support every stage of the journey with social sharing, lead generation, demand generation, sales enablement and inbound generation
- Using an interactive dialogue to provide rich, explicit insights for lead scoring, sales outreach and marketing segmentation
Digital Differentiation: Using Interactivity to Separate Your Brand From the ...ion interactive
With everyone churning out more and more content, how will your story be the one that stands out? How will you be the one that’s attended to? Remembered? And acted upon? You’ll learn how unique interactivity can separate your brand and story from the pack. And you’ll see examples and inspiration of other brands making it happen.
Across desktops, laptops, smartphones, tablets — and even TVs, cars, and appliances — people are continuously engaged in digital content at work and at home. Every day, people are exposed to an overwhelming number of digital touch points. And digital interactions are happening at a blindingly fast speed.
What does 2014 hold for digital marketing?
Campaign Digital Experiences Your Visitors Will Loveion interactive
In the digital world, first impressions matter. Whether it's a PPC ad, display banner, email or QR code that prompts someone to click on your offer, the page where that person lands after the click has enormous potential to influence the way they feel about you. Getting visitors to fall in love isn't something that just any web page can do!
Learn how digital campaign experiences can:
- Make right introductions & leave lasting brand impressions
- Drive engagement & quality interaction
- Convert more visitors to leads & sales
- Make your visitors fall in love with your brand.
How to Engage, Generate, and Qualify More Leads Using Interactive ContentUberflip
B2B lead generation involves so much more than simply producing leads — of course, much of the value that comes from lead generation tactics lies less in the quantity of leads, and more in the quality.
Interactive content is quickly becoming a best practice for B2B marketers. When implemented effectively, interactive content not only supercharges your lead generation and engagement strategies, but can also help to better qualify leads and construct rich lead profiles.
In this presentation, Uberflip’s Hana Abaza and ion interactive co-founder Anna Talerico explore the strategies and tactics used by leading next-generation content marketers.
You’ll learn:
- How to convert significantly more leads from your content marketing
- How to build rich lead profiles that include content consumption, buyer business challenges, and readiness
- How to evaluate your content marketing results in a radically different way
A briefing on new marketing techniques and digital technologies that businesses should consider in 2018. Introduced with the Gartner Marketing Hype Cycle.
Your Content Marketing Machine Is Broken—And There's Only One Thing That Can ...Influitive
B2B content marketing is broken. Learn why user-generated content is the solution, and how other brands are leveraging their customer's voices to tell powerful stories and increase their reach in this short primer for marketing executives.
Demand Gen Report's Killer Content Awards 2016Sigma_Group
Honoring Buyer-Focused Content That Drives Engagement Across Channels
Feb 2015 With the fourth annual Killer Content Awards (KCAs), Demand Gen Report recognizes B2B companies that have helped innovate the content marketing landscape across all channels and leveraged evolving buyer behaviors.
A few themes have emerged from this year’s crop of outstanding campaigns, including an increased focus on buyer-centric content, lead nurturing at all stages of the buying cycle and influencer campaigns.
http://www.demandgenreport.com/industry-resources/ebooks/3124-honoring-buyer-focused-content-that-drives-engagement-across-channels.html#.VOeKZrDF9go
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
New Rules of SEO: RankBrain, Links, & ContentDemandWave
How does Google's landmark RankBrain announcement impact SEO? It all boils down to optimizing for user intent and user behavior. Watch our webinar on-demand and score actionable tips to future-proof your SEO strategy.
Marketing is no longer just a communications function. It’s increasingly about designing and delivering great customer experiences, starting with a prospect’s very first touchpoint. As a specific example of this, Scott examines the growing phenomenon of interactive content — content that our audience actively participates in, not merely passively consumes.
From games and quizzes to configurators and assessment tools, interactive content changes the way we engage prospects and breaks through the monotonous noise of passive white papers and webinars.
This presentation was given at Information Development World on October 1, 2015.
Nine ideas for marketing apps in a handy infographic.
Why marketing apps? Engage in a much more meaningful level than cookie-cutter websites and landing pages.
The buyer's journey today is largely a digital one, and marketers collect a rich and detailed set of data from the many "touchpoints" marketing deploys for prospects on their journey. Scott Brinker, president, CTO and co-founder of ion interactive and Jerry Rackley, Demand Metric's chief analyst and research report author, share insights from recent research on Digital Body Language, sharing perspective and research results on the problems and pathways to better sharing and utilizing this valuable data.
Motivate and Accelerate Lead-to-Revenue Velocity
Interactive content identifies and capitalizes on buyers' points of interest to accelerate demand.
ion interactive co-founder Anna Talerico takes you through ion’s real-world demand generation program that uses interactive content to motivate buyers and shorten their journey from prospect to customer.
- Learn how to use interactive content to align with the buyer's journey.
- Go beyond theory with a peek into our nurture program's real-world examples.
- Today’s buyers are doing their research and evaluating before engaging with sales. We show you how to meet these self-guided buyers at their point of interest with your content.
Learn how to mix interactive and static content into a cohesive program.
According to Content Marketing Institute, 87% of marketers agree that interactive content is more effective than static content at grabbing attention. Learn how to use that in your demand-gen programs.
ion interactive's June 2015 webinar
There’s so much to optimize in interactive content!
IMPROVE ENGAGEMENT AND CONSUMPTION OF YOUR CONTENT WITH SMART A/B TESTING.
Even the tiniest tweak can make a big impact. For example, we recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks 6X—yep, 600%. The point is, there’s a huge array of testing and optimization opportunities within interactive content. Get your testing game dialed in.
- Why test interactive content?
- What can be learned and optimized?
- How can you test ‘softer’ metrics like engagement and consumption?
Boost Your Results with Innovative Landing Pagesion interactive
A Look at Next-Generation Landing Pages that Convert Higher Quality Leads
ion co-founder and landing page pioneer, Anna Talerico takes you through today’s most innovative, next-generation landing pages. Learn how a whole new class of first impressions is capturing the attention and data of the web’s highest quality leads.
Moving beyond forms on pages
Teasing with content
Engaging with interactivity
Brand new examples — hot off the press
See how a new breed of landing pages is differentiating and performing beyond expectations.
Interactive content for demand generation
Interactive content identifies and capitalizes on buyers’ points of interest to accelerate demand. In this session we'll share an example of a real-world demand generation program that uses interactive content to motivate buyers to accelerate their journey from prospect to customer.
Deliver Engaging Content to Your Buyers: A Tale of Two Journeysion interactive
Buyers want more.
More access to more information before they talk to sales. More useful content that they can trust. More self discovery. More control.
BUT NOT MORE CONTENT.
Successful marketers are evolving to give buyers what they want across their journey. More static content is not the answer. Usefulness and utility separate an engaging interactive dialogue from a passive one.
This presentation will guide you through:
- Contrasting static and interactive buyer journeys
- How interactive content can support every stage of the journey with social sharing, lead generation, demand generation, sales enablement and inbound generation
- Using an interactive dialogue to provide rich, explicit insights for lead scoring, sales outreach and marketing segmentation
Digital Differentiation: Using Interactivity to Separate Your Brand From the ...ion interactive
With everyone churning out more and more content, how will your story be the one that stands out? How will you be the one that’s attended to? Remembered? And acted upon? You’ll learn how unique interactivity can separate your brand and story from the pack. And you’ll see examples and inspiration of other brands making it happen.
Across desktops, laptops, smartphones, tablets — and even TVs, cars, and appliances — people are continuously engaged in digital content at work and at home. Every day, people are exposed to an overwhelming number of digital touch points. And digital interactions are happening at a blindingly fast speed.
What does 2014 hold for digital marketing?
Campaign Digital Experiences Your Visitors Will Loveion interactive
In the digital world, first impressions matter. Whether it's a PPC ad, display banner, email or QR code that prompts someone to click on your offer, the page where that person lands after the click has enormous potential to influence the way they feel about you. Getting visitors to fall in love isn't something that just any web page can do!
Learn how digital campaign experiences can:
- Make right introductions & leave lasting brand impressions
- Drive engagement & quality interaction
- Convert more visitors to leads & sales
- Make your visitors fall in love with your brand.
How to Engage, Generate, and Qualify More Leads Using Interactive ContentUberflip
B2B lead generation involves so much more than simply producing leads — of course, much of the value that comes from lead generation tactics lies less in the quantity of leads, and more in the quality.
Interactive content is quickly becoming a best practice for B2B marketers. When implemented effectively, interactive content not only supercharges your lead generation and engagement strategies, but can also help to better qualify leads and construct rich lead profiles.
In this presentation, Uberflip’s Hana Abaza and ion interactive co-founder Anna Talerico explore the strategies and tactics used by leading next-generation content marketers.
You’ll learn:
- How to convert significantly more leads from your content marketing
- How to build rich lead profiles that include content consumption, buyer business challenges, and readiness
- How to evaluate your content marketing results in a radically different way
A briefing on new marketing techniques and digital technologies that businesses should consider in 2018. Introduced with the Gartner Marketing Hype Cycle.
Your Content Marketing Machine Is Broken—And There's Only One Thing That Can ...Influitive
B2B content marketing is broken. Learn why user-generated content is the solution, and how other brands are leveraging their customer's voices to tell powerful stories and increase their reach in this short primer for marketing executives.
Demand Gen Report's Killer Content Awards 2016Sigma_Group
Honoring Buyer-Focused Content That Drives Engagement Across Channels
Feb 2015 With the fourth annual Killer Content Awards (KCAs), Demand Gen Report recognizes B2B companies that have helped innovate the content marketing landscape across all channels and leveraged evolving buyer behaviors.
A few themes have emerged from this year’s crop of outstanding campaigns, including an increased focus on buyer-centric content, lead nurturing at all stages of the buying cycle and influencer campaigns.
http://www.demandgenreport.com/industry-resources/ebooks/3124-honoring-buyer-focused-content-that-drives-engagement-across-channels.html#.VOeKZrDF9go
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
New Rules of SEO: RankBrain, Links, & ContentDemandWave
How does Google's landmark RankBrain announcement impact SEO? It all boils down to optimizing for user intent and user behavior. Watch our webinar on-demand and score actionable tips to future-proof your SEO strategy.
Marketing is no longer just a communications function. It’s increasingly about designing and delivering great customer experiences, starting with a prospect’s very first touchpoint. As a specific example of this, Scott examines the growing phenomenon of interactive content — content that our audience actively participates in, not merely passively consumes.
From games and quizzes to configurators and assessment tools, interactive content changes the way we engage prospects and breaks through the monotonous noise of passive white papers and webinars.
This presentation was given at Information Development World on October 1, 2015.
https://video.whitehat-seo.co.uk/london-hug-presentation-human
Tamara, Head of Content and design at Whitehat is exploring the crossroads of human creativity and AI in modern content creation.
B2B buyers are changing the way they buy. Recent B2B Marketing research shows they use a wide range of digital channels to thoroughly research their purchases. So B2B brands need to ensure their most important ‘shop window’ – their website and digital channels – do more to feed the need for information. Marketers need to ensure all channels such as mobile and social are integrated and also start to see digital as a major source of future sales revenue.
Tom Head, director at Lab, shares his experience of helping B2B brands to take advantage of this new B2B buying landscape, and how brands can devise and implement strategies to increase sales.
Why B2B Marketers Need To Personalize Content Experiences At ScaleUberflip
From Nike to Nestle, sellers of everything from shoes to consumer-packaged goods have discovered the value of personalization. As buyers engage with increasingly personalized experiences, B2B marketers need to align their marketing journeys with these evolving expectations to remain competitive.
Uberflip CMO Randy Frisch outlines how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM.
Data-Driven Best Practices for LinkedIn Sponsored InMailLinkedIn
How can you reach engaged target audiences on LinkedIn to build more successful marketing programs across branding, email, demand gen or social?
After talking to marketers who have been using LinkedIn’s Sponsored InMail and looking at thousands of different campaigns, we’ve put together data-driven best practices to help you succeed with this highly underutilized tool. Combat data decay and reach highly engaged target audience on LinkedIn with valuable content that resonates!
In this session join LinkedIn's Global Product Marketing Manager Irina Skripnik and Business Analytics Manager Sophia Wong as they take a data driven approach to best practices.
- Featuring best in class customer examples and case studies
- Tutorial on leveraging your existing email content
- Live demo of real-time reporting dashboard and targeting capabilities
Building B2B Content Strategies That Feed Your Future Clients.
Delivering qualified leads using inbound marketing techniques YMKM Agency offers a variety of services such as web design, SEO, Blogs, eBooks, email marketing and social media.
Creating Content that Sparks: Finding Your Catalyst for Content MarketingPeterNorth20
Content marketing is not a competition for marketshare; you are first and foremost competing for customer's and prospect's attention. Overlooking this critical point leads to failed marketing efforts and enormous opportunity costs, and embracing it leads to a strong, responsive following that's ready to do business with you. Only once you've truly earned your exposure can you move forward to your bottom-line business goals.
The Digital Product Blueprint: How to Create and Sell Digital Products That G...Lucky Gods
Ditch the 9-to-5 grind and build a digital empire that shines! ✨ "The Digital Product Blueprint" is your secret weapon, packed with insider hacks to transform your knowledge into cash-flowing digital gold!
Imagine:
**Waking up to automated sales notifications pinging your phone like clockwork! **
Sipping your latte while your digital products work tirelessly for you! ☕️
**Trading in "boss" for "entrepreneur" and designing your dream life! **
**Inspiring others to ditch the cubicle and embrace the freedom of digital income! **
Get ready to:
**Uncover the golden formula for crafting irresistible digital products people crave! **
**Master the art of identifying profitable niches that scream "buy me!" **
Craft compelling content that sells itself, day and night! ✍️
**Build a loyal tribe of customers who sing your digital praises! **
Unlock the secrets of marketing magic that turns strangers into raving fans! ✨
"The Digital Product Blueprint" is your roadmap to online freedom and endless income potential!
**So grab your copy, fire up your laptop, and prepare to launch your digital dream into the stratosphere! **
Debunking the myths of user acquisition. Leveraging low-cost methods and case studies of familiar brands.
Written and delivered in 2016 in Gaza Sky Geeks and Leaders.ps startup incubators.
Curated by industry experts, Social Matters provided practical hands-on experience and the 'inside story’ on Asia’s most social brands. The sessions gave attendees the chance to learn the most disruptive, surprising success stories and new business models in digital marketing. Courtesy of Sketchpost, the Social Matters sessions have been condensed into a high impact, visual package for you to view the best insights from each session, all of which were recorded live.
What to know more? Visit: socialmatters.asia
Similar to SMX Summit: The 4th Wave of Content Marketing (20)
Creating Better Sales with Interactive Contention interactive
Senior Account Executive Benjamin Pitman discusses the benefits of sales and marketing alignment, and how you can leverage content insights to accelerate your sales cycle. Learn 3 ways that content allows for sales enablement; 3 tips for using interactivity to accelerate your sales cycle; How to use a solution finder for sales enablement; and How to leverage assessments for sales enablement.
How to Create Better Leads with Interactive Contention interactive
Is your content helping you build rich lead profiles that include content consumption, buyer business challenges, and readiness? In Part 4 of our ion Better Series, Creating Better Leads, we discussed how to boost your engagement and lead conversions with interactive content and strategic testing so your team is having better conversations with leads.
The ion “Better” Series_ Creating Better Engagemention interactive
Join us for Part 3, Creating Better Engagement, to learn:
- Exactly what engagement means to us, you, and your audience
- 3 benefits of using interactivity to create engagement
- 3 tips you need to know when using engagement within your content
- And finally, engagement measurement: the who, what, and how
ion "Better" Series Part 2: Creating Better Content Keynoteion interactive
In Part 2 of our "Better" Series, we focused on creating better content with interactivity. View the keynote to discover 3 benefits of using interactivity to boost your content marketing efforts; 3 tips on how to get the most out of your interactive content; and 3 examples of companies successfully using interactive content.
For the second in our three-part webinar series spotlighting specific interactive content types, we’ll turn our focus to interactive eBooks, a great tool for educating your users and allowing them to self-discover your product and services, while driving demand and helping them through your funnel.
View the slides to learn best practices, how to use eBooks effectively, tips for making content feel customized to your user, as well as customer examples of success.
Part One of our 6-part series on the interactive content funnel teaches you how to create better awareness. Here, you'll learn 4 benefits of using interactive content to support Awareness and discovery, as well as 2 types of interactive content we use to drive and measure Awareness.
Interactive infographics are the most popular type of interactive content, so let us teach you everything you need to know!
Watch and learn: How to identify good starter static content perfect for an interactive infographic; Industry best practices for structuring and organizing content for interactivity; Steps to get started and selecting one of our Quick Start templates; Snapshot of success stories and customer results; And more!
Here at ion, we believe the future is ours and in keeping with our values, we invite you to watch our 2018 trends webinar - “Top 2018 Trends and Predictions” recorded on January 24.
This hour-long session highlighted three critical trends in content marketing that you need to act on PLUS perspectives from our experts in customer engagement, product marketing, sales, and content strategy. Are you ready for 2018?
LEARN ABOUT THE ION + SCRIBBLELIVE OPPORTUNITY.
ion and ScribbleLive coming together opens up new, exciting content opportunities for you and your organization. ion will remain focused on helping you deliver amazing interactive content experiences, but together we’re going to be able to do a lot more.
In this presentation, we introduce you to ScribbleLive’s content experience platform, which helps you manage the full lifecycle of your content — from ideation to planning, creation, distribution and measurement. And, we show you what the combination of ion + ScribbleLive means to the future of your content experiences.
How to Launch a Successful Interactive Content Program Nowion interactive
One of the common goals we overheard at Content Marketing World was increased engagement.
With more content being created than ever before, it's becoming harder than ever to stand out amongst all the news. Interactive content increases engagement by placing customers in the driver's seat of the way they view your content. During this webinar ion interactive Director of Customer Engagement Audrey Ross and Content Strategist Stephanie Mansueto will share practical tips on how you can implement an interactive content marketing program that increases engagement.
Here are some other topics that will be covered during the webinar:
- What marketers are learning about their prospects and customers with interactive content.
- How interactive content changes the way you engage with your audience.
- Why interactive content is a necessary part of your content strategy.
- Examples of successful interactive content marketing strategies and how they could fit into yours.
How to Use Interactive Content to Tell Your Story & Accelerate the Buyer's Jo...ion interactive
A compelling content marketing strategy answers the who, what, why, where, and when questions of content creation. In order to capture our audience's attention, we must deliver the right content, to the right people at the right time in their journey.
Interactive content clears the path for marketers who are seeking to move prospects through their journey faster. Using a digital dialogue of increasing relevance and personalization, interactive content builds engagement and education more memorably than traditional static content and storytelling. This presentation showcases real-world examples of interactive content success at each stage of the buyer’s journey.
The tactical ins and outs of actually making it happen.
WHAT SHOULD YOU BUILD?
WHERE SHOULD YOU LAUNCH IT?
WHAT RESOURCES & TOOLS DO YOU NEED?
HOW MUCH TIME SHOULD YOU INVEST?
WHAT MEASUREMENT CAN YOU EXPECT?
We give you answers to some of the most challenging interactive content questions. Learn the tactical ins and outs of getting an interactive content program off the ground, followed by a brief product demo of the leading interactive content marketing platform.
- Resources, Time and Planning
- TCO—Launching and Maintaining
- Evolution and Customization
- Data Opportunities and Management
Research and performance show that interactive content captures attention, engages, converts and profiles leads better than static content. The hurdle has always been making it happen.
How a Content Marketing Company Does Content Marketingion interactive
Uberflip’s VP of Marketing, Hana Abaza and ion co-founder Anna Talerico come together for a content packed, content marketing presentation.
Get the inside scoop from a company that produces hundreds of webinars, thousands of blog posts and many more leads. Hana and Anna take you through:
- Goals and Strategy
- Content Marketing Cycle
- Planning and Process
- Execution and Evaluation
Learn how to use content to raise awareness, boost engagement and fuel lead and demand generation by focusing on more than just great content. We show you what a quality content experience looks like and how that experience differentiates your content from the rest.
Get the roadmap you need to put your content marketing program on the fast track to success.
Marketers can learn from software developers to harness—rather than struggle against—the dynamics of a digital world.
Scott Brinker says of Hacking Marketing, “My goal was to help marketers at all levels—even those with no technical background or inclination—adapt marketing management to the wild and wonderful whirlwind of a world now dominated by software.”
“When you realize that marketers are now paddling water up to their chins in websites (software), analytics (software), social media (software), marketing automation (software), interactive content (software), mobile apps (software), and so on, it starts to seem obvious. Software has eaten the world—and marketing too.”
“To effectively harness the digital forces of software, we must not only innovate what we produce in marketing, but innovate how we produce it too.”
“It’s time to rethink marketing management for a software-powered world.”
Learn how in this presentation by Scott Brinker @chiefmartec
Creating an Interactive Content Strategy that Works with Technologyion interactive
Scott Brinker's presentation from 2016 ContentTech Virtual Event:
Designing Interactive Content to Power Your Marketing Data Strategy
Interactive content—things such as quizzes, assessments, calculators, and configurators—is qualitatively different than the passive content that audiences simply read, watch, or listen to. Interactive content experiences are essentially miniature software programs, or web apps, which have logic and user experience wrapped into their design and operation. Most importantly, they give marketers the ability to collect and leverage a rich set of data that is explicitly volunteered by participants.
Marketers can design interactive content with this data in mind to develop a broader marketing data strategy. This presentation covers frameworks for both the user-facing options that marketers
can apply, to solicit the right kind of data from prospects at different stages of the buyer's journey, and the back-office management of this data through different marketing automation platforms (MAP) and CRM systems.
Topics include:
- Managing explicit "digital dialogue" data vs. implicit "digital body language"
- Applying advanced progressive profiling tactics in interactive content
- Pipelining richer data profiles from marketing to sales through your marketing stack
- Understanding scenarios for programmatic data vs. human-consumable data
GET YOUR PLAYBOOK TOGETHER FOR IMPROVING ENGAGEMENT AND CONVERSION.
You’ll know why, when, what and how to deliver useful, measurable and meaningful content to prospects and customers.
This Slideshare answers questions like:
Why interactive content?
What types of interactive content are right for you?
How much do you need?
When should you use it?
How do you measure it?
How can it accelerate sales velocity?
What team do you need?
What roles do they fill?
How do you get started?
Get your playbook together for improving engagement and conversion.
ion's monthly webinar for February 2015: Get the real-world, behind-the-scenes insight you need to produce interactive content - the tools, the milestones, the skills, and the timelines.
As a culture, we love to see how things are created, whether that’s a movie or a snack or a song (think VH1’s Behind The Music or Food Network’s Unwrapped). It fascinates us to see what backstage secrets go into the final product. So have you ever wondered what it really takes to bring interactive content to life?
We go behind the scenes on two real interactive content launches—a “Static to Interactive” white paper and an “Interactive First” infographic—and give you insight into how you can produce interactive content of your own.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
7. Asympto1cally
Impossible
to
Break
Through
Available
Audience
A$en2on
Only
a
small
number
of
content
assets
gain
significant
popularity.
Most
become
a
drop
in
the
“Long
Tail”
ocean.
Available
Content
=
Average
A$en2on
Available
Per
Content
Asset
This
number
con1nuously
drops.
8. Dear
Buyer,
Here
is
the
content
available
for
the
due
diligence
of
your
purchase
—
have
at
it.
Love,
A
World
of
Vendors
10. 67%
of
the
Buyer’s
Journey
is
Done
Digitally
67%
What’s
Source:
SiriusDecisions,
“Three
Myths
of
the
67%
Sta0s0c”,
July
13,
2013
lost
as
marke2ng
replaces
sales
interac2ons?
15. The
4
Waves
of
Content
Marke1ng
0me
content
sophis0ca0on
1.
Web
pages
founda2on
of
digital
content
marke2ng
16. The
4
Waves
of
Content
Marke1ng
2.
Rich
content
video,
infographics,
responsive
web,
HTML5
0me
content
sophis0ca0on
1.
Web
pages
founda2on
of
digital
content
marke2ng
17. The
4
Waves
of
Content
Marke1ng
2.
Rich
content
video,
infographics,
responsive
web,
HTML5
0me
content
sophis0ca0on
1.
Web
pages
founda2on
of
digital
content
marke2ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
19. Beau0fully
designed
infographics
are
one
of
the
more
popular
rich
content
types
today.
But
they
rely
on
social
more
than
search
to
gain
distribu0on.
20. (and
recorded
videos)
are
another
example
of
rich
content
too.
Webinars
Rich
content
consump2on
is
“aspira2onal”
—
less
than
half
of
the
people
who
register
for
a
webinar
actually
a$end.
Source:
ON24
Webinar
Benchmarks
Report,
2014
Edi0on
22. The
4
Waves
of
Content
Marke1ng
dynamically
subs2tuted
content
based
on
visitor’s
profile
2.
Rich
content
0me
content
sophis0ca0on
1.
Web
pages
3.
Personaliza2on
video,
infographics,
responsive
web,
HTML5
founda2on
of
digital
content
marke2ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
23. Personaliza1on
Can
Help,
But
Isn’t
a
Panacea
1. Need
data
on
new
prospects.
2. Need
data
about
new
content.
3. Things
change.
4. S>ll
a
probabilis>c
guess
—
what
happens
if
you
guess
wrong?
25. The
4
Waves
of
Content
Marke1ng
dynamically
subs2tuted
content
based
on
visitor’s
profile
2.
Rich
content
0me
content
sophis0ca0on
1.
Web
pages
3.
Personaliza2on
video,
infographics,
responsive
web,
HTML5
founda2on
of
digital
content
marke2ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
42. Immediate
engagement.
No
barrier
of
“fill
out
a
form.”
No
barrier
of
“install
our
app
on
your
phone.”
Just
an
intriguing
ques0on
and
a
simple
click
(tap)
to
begin…
43. This
game
is
a
responsive
web
marke0ng
app.
It
works
on
any
phone,
tablet,
or
computer
with
a
modern
browser.
It’s
lightweight
and
fast.
44. It
shows
off
the
poten0al
of
good
A/B
tes0ng.
But
unlike
just
reading
about
it,
it
invests
users
in
the
outcomes.
It
demonstrates
that
tes0ng
is
beber
than
guessing.
45. It
doesn’t
take
long
—
maybe
30-‐45
seconds.
“Progress
dots”
at
the
bobom
assure
users
that
this
is
a
quick
exercise.
But
because
it
engages
them,
it
is
memorable.
46. As
a
marketer,
you
appreciate
that
the
examples
in
this
game
have
other
benefits:
They
show
the
quality
of
work
produced
with
our
soOware
—
and
provide
social
proof
of
who
uses
our
soOware.
47. Wai0ng
un0l
the
end
to
share
the
score
keeps
users
engaged.
The
lesson
of
the
score:
users
can’t
predictably
guess
the
winner.
Scores
also
tap
a
bit
of
compe>>ve
energy
—
making
it
memorable.
48.
49. Only
now,
aOer
proving
the
value
of
the
content,
do
we
make
a
low-‐
hurdle
offer
—
tell
us
who
you
are,
and
we’ll
email
the
hypotheses.
Even
those
who
pass
had
a
useful
brand
experience.
50. When
this
email
arrives,
people
are
eager
to
read
it
—
they
want
to
know
the
experiments
that
they
are
now
“invested”
in
the
outcome.
This
is
demand
genera>on.
51. If
content
marke1ng
is
about
educa1ng
prospects,
let’s
take
inspira1on
from
great
teachers.
Ac>ve,
experien>al
learning
over
purely
passive,
didac0c
learning.
Great
teachers
don’t
just
drone
on
in
a
lecture
—
they
incorporate
construc>vist
learning
techniques
to
make
the
material
come
alive
in
the
minds
of
their
students.
52. Ask
Students
to
Predict
the
Outcome
of
an
Experiment
Beforehand,
and
They
Will
Remember
67. premium
passive
content
is
typically
gated
behind
a
form
eBooks
Webinars
Social
Media
Engagement
Axis
Business
Model
Axis
PAID/GATED
FREE/OPEN
White
Papers
Websites
Blogs
PASSIVE
INTERACTIVE
most
passive
content
is
free
and
low-‐engagement
68. premium
passive
content
is
typically
gated
behind
a
form
eBooks
Webinars
Social
Media
Engagement
Axis
Business
Model
Axis
PAID/GATED
FREEMIUM
FREE/OPEN
White
Papers
Websites
Blogs
PASSIVE
INTERACTIVE
most
passive
content
is
free
and
low-‐engagement
69. eBooks
Webinars
Contests
Sweepstakes
Interac1ve
eBooks
Games
Interac1ve
White
Papers
Social
Media
MARKETING
APPS
Assessment
Tools
Lookbooks
Galleries
Engagement
Axis
Business
Model
Axis
PAID/GATED
FREEMIUM
FREE/OPEN
White
Papers
Websites
Blogs
Na1ve
Mobile
Apps
Workbooks
U1li1es
Configurators
Calculators
Quizzes
Guided
Tours
PASSIVE
INTERACTIVE
na0ve
mobile
apps
are
inherently
gated
by
an
installa0on
premium
passive
content
is
typically
gated
behind
a
form
most
passive
content
is
free
and
low-‐engagement
70. Innova1on
in
Marke1ng
Touchpoints
Media
Messages
where
and
what
it
says
how
it
appears
most
digital
marke2ng
innova2on
to
date
(“the
medium
is
the
message”)
71. Innova1on
in
Marke1ng
Touchpoints
Media
Messages
Mechanisms
MARKETING
APPS
the
next
big
wave
of
marke2ng
innova2on
(“the
mechanism
is
the
message”)
where
and
what
it
says
how
it
appears
how
it
behaves
form
func0on
72. The
4
Waves
of
Content
Marke1ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
dynamically
subs2tuted
content
based
on
visitor’s
profile
2.
Rich
content
0me
content
sophis0ca0on
1.
Web
pages
4.
Marke2ng
apps
3.
Personaliza2on
video,
infographics,
responsive
web,
HTML5
founda2on
of
digital
content
marke2ng
interac2ve
experiences
with
programma2c
flow
and
logic
73. The
4
Waves
of
Content
Marke1ng
dynamically
subs2tuted
content
based
on
visitor’s
profile
2.
Rich
content
0me
content
sophis0ca0on
1.
Web
pages
4.
Marke2ng
apps
3.
Personaliza2on
video,
infographics,
responsive
web,
HTML5
founda2on
of
digital
content
marke2ng
interac2ve
experiences
with
programma2c
flow
and
logic
Apps
collect
more
accurate
“intent”
data
from
visitors
—
feeding
be$er
personaliza2on
profiles
Going
up
this
axis
is
all
about
breaking
through
the
noise
74. The
4
Waves
of
Content
Marke1ng
dynamically
subs2tuted
content
based
on
visitor’s
profile
2.
Rich
content
0me
content
sophis0ca0on
1.
Web
pages
4.
Marke2ng
apps
3.
Personaliza2on
video,
infographics,
responsive
web,
HTML5
founda2on
of
digital
content
marke2ng
interac2ve
experiences
with
programma2c
flow
and
logic
Apps
collect
more
accurate
“intent”
data
from
visitors
—
feeding
be$er
personaliza2on
profiles
Going
up
this
axis
is
all
about
breaking
through
the
noise
Apps
make
it
easier
for
visitors
to
consume
the
most
relevant
content
in
bite-‐
sized
pieces
75. How
effec1ve
is
content
at
educa1ng
buyers?
2%!
93%
vs.
70%
13%!
15%!
64%!
6%!
0%!
2%!
5%!
48%!
45%!
70%!
60%!
50%!
40%!
30%!
20%!
10%!
0%!
Very
ineffective!
Somewhat
ineffect.!
Neither! Somewhat
effect.!
Very effective!
Passive! Interactive!
Source:
DemandMetric,
Content
&
The
Buyer’s
Journey:
Benchmark
Study
Report,
June
2014
76. How
effec1ve
is
content
at
differen1a1ng
the
firm?
2%!
88%
20%!
vs.
55%
23%!
45%!
10%!
0%!
2%!
10%!
55%!
33%!
60%!
50%!
40%!
30%!
20%!
10%!
0%!
Very
ineffective!
Somewhat
ineffect.!
Neither! Somewhat
effect.!
Very effective!
Passive! Interactive!
Source:
DemandMetric,
Content
&
The
Buyer’s
Journey:
Benchmark
Study
Report,
June
2014
77. How
well
does
content
convert
visitors?
3%!
70%
22%!
vs.
36%
39%!
32%!
4%!
0%!
7%!
23%!
56%!
14%!
60%!
50%!
40%!
30%!
20%!
10%!
0%!
Very poorly! Moderately
poorly!
Neutral! Moderately
well!
Very well!
Passive! Interactive!
Source:
DemandMetric,
Content
&
The
Buyer’s
Journey:
Benchmark
Study
Report,
June
2014
78. How
frequently
is
content
shared
by
visitors?
6%!
38%! 39%!
38%
15%!
vs.
17%
2%!
5%!
7%!
50%!
21%!
17%!
60%!
50%!
40%!
30%!
20%!
10%!
0%!
Very
infrequently!
Infrequently! Neutral! Frequently! Very
frequently!
Passive! Interactive!
Source:
DemandMetric,
Content
&
The
Buyer’s
Journey:
Benchmark
Study
Report,
June
2014