A Tale of Two Journeys: Delivering Engaging Content to Your Buyersion interactive
ion's November webinar comparing the buyer's journey through static content versus interactive content and how you can use interactive digital dialog to provide rich insights to sales and marketing.
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.
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.
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.
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.
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
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.
A Tale of Two Journeys: Delivering Engaging Content to Your Buyersion interactive
ion's November webinar comparing the buyer's journey through static content versus interactive content and how you can use interactive digital dialog to provide rich insights to sales and marketing.
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.
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.
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.
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.
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
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.
Is Web Traffic Decreasing? Make More of What You Get. Everyone’s investing heavily in content marketing, while industry pundits are chattering about the content overload problem. Marketing apps can solve this by leveraging trends around Youtility to make static content useful and valuable. Find out how to put your content to work in interactive marketing apps that engage visitors, collect valuable user data and ultimately increase conversion rates.
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.
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.
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?
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.
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.
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.
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 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.
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
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
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.
Mapping Communications Strategies to Resonate With the New Buyerprnewswire
Mapping Communications Strategies to Resonate With the New Buyer
On-Demand Webinar Link: https://vts.inxpo.com/Launch/Event.htm?ShowKey=21552
Presenters:
Adam B. Needles, Chief Strategy Officer and Principal, ANNUITAS
Ken Wincko, SVP, Marketing, PR Newswire
Moderator:
Michael Pranikoff, Global Director, Emerging Media, PR Newswire
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
The Changing Face of Content Promotion [Pubcon 2013]Fractl
The content deluge is upon us -- and that means that digital PR professionals need to become aware of their proper place in the ecosystem. The goal is to create mutually beneficial relationships, where publishers begin to see you as an asset for the production of high-value content. Be a resource, not a spammer.
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.
Is Web Traffic Decreasing? Make More of What You Get. Everyone’s investing heavily in content marketing, while industry pundits are chattering about the content overload problem. Marketing apps can solve this by leveraging trends around Youtility to make static content useful and valuable. Find out how to put your content to work in interactive marketing apps that engage visitors, collect valuable user data and ultimately increase conversion rates.
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.
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.
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?
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.
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.
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.
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 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.
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
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
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.
Mapping Communications Strategies to Resonate With the New Buyerprnewswire
Mapping Communications Strategies to Resonate With the New Buyer
On-Demand Webinar Link: https://vts.inxpo.com/Launch/Event.htm?ShowKey=21552
Presenters:
Adam B. Needles, Chief Strategy Officer and Principal, ANNUITAS
Ken Wincko, SVP, Marketing, PR Newswire
Moderator:
Michael Pranikoff, Global Director, Emerging Media, PR Newswire
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
The Changing Face of Content Promotion [Pubcon 2013]Fractl
The content deluge is upon us -- and that means that digital PR professionals need to become aware of their proper place in the ecosystem. The goal is to create mutually beneficial relationships, where publishers begin to see you as an asset for the production of high-value content. Be a resource, not a spammer.
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.
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
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.
Here's a workshop I gave on growth hacking. It's a presentation of 15 different practical startup growth hacks, plus a workshop session where we brainstorm how to market / grow 3 fictional startups.
5 B2B Content Marketing Hacks to Drive More LeadsDemandWave
Discover how to revamp your B2B content marketing strategy to drive more sales-qualified leads. This is a no-frills tutorial dedicated to delivering actionable tips to grow a stronger pipeline with great content.
Webinar : Acquia Lift for a optimized and personalized user experienceCyril Reinhard
Each person is unique ! How to personalize user experience ?
Acquia in few words
The Digital world need more personalization
Acquia Lift overview
Demonstration
Case study: Acquia Lift sur Acquia.com
Conclusion
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.
Making Account Based Marketing Work: Aligning ABM with the Buyer’s JourneyLookBookHQ
John Dering, Director of Marketing Programs at Demandbase explains how Demandbase is using LookBookHQ to accommodate and identify highly engaged accounts with deeper content engagement strategies.
We are currently experiencing the fastest pace of innovation, which is already impacting the way we live and work. Since 2000, 52% of Fortune 500 companies have gone bankrupt, been acquired, or ceased to exist. We take a look at new trends that have quickly grown into multi-billion dollar industries, including the shared and maker economies, virtual and augmented reality, the Internet of Things, dark social, mobile media and apps, and more. The common thread? They are all powered by social media and we are all participants.
[En] Mastering digital marketing like a boss - Slides & moreA Mon Boss
As of 2014, one can assume that almost the entirety of the world’s businesses is practising digital marketing in one way or another. However, digital marketing remains a mystery for many in the business world. It is a peculiar mixture of strategic know-how, communication skills, content creation (and co-creation), word-of-mouth marketing, high-tech project management, change management and technological expertise; mastering, and sometimes understanding, this sophisticated subject is still a challenge for many business people.
The aim of this book is to help decision-makers overcome this tremendous challenge posed by an ever-changing Web, which is increasingly global (or should we say “glocal”), ever more social and mobile, as well as closely intertwined with core business activities.
Even though this book mentions social media a lot, and although social has become an integral part of the digital marketing mix, our aim is much broader than that, hence the subtitle.
Embedded Analytics: 5 Steps to App ModernizationPoojitha B
Learn how your organizations can use embedded data analytics to deliver smarter apps that help your customers make data-driven decisions and the 5 steps to app modernization.
The sophisticated marketer’s guide to LinkedIn – the webinarLinkedIn Europe
The Sophisticated Marketer's Guide to LinkedIn is a one-stop shop for everything a marketer needs to know about getting the most value from LinkedIn for themselves and their company. It's not an instruction manual, but more of a strategic guide full of interviews and tips from marketing thought leaders combined with expert insights from the LinkedIn Marketing Solutions team.
Content marketing and the impact on organisations and processes – DTCC2016, S...SeismoTourism
Learn from the leading digital tourism consultancy in Denmark, their wealth of experience working with both National Tourism Organisations and local destinations and businesses. The steps taught in this workshop will help to understand both the changing content landscape and introduce smart ways to manage content in a socially driven age where mobility is central to everything. Expect to get hands-on as you look at setting up the right team structure and working approach, to planning and launching a tactically smart content strategy from the bottom up, with great examples and best practices from others.
Similar to The 4th Wave of Content Marketing: From Passive to Interactive (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.
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
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
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.
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.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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.
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.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
7. 1.
Educate
our
prospects.
4.
Inspire
social
sharing.
3.
Convert
prospects
to
leads.
2.
Differen5ate
our
company.
4
Big
Goals
of
Content
Marke1ng
8. 2%!
3%!
5%!
31%!
59%!
0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%!
Very unimportant!
Somewhat unimportant!
Neither important nor unimportant!
Somewhat important!
Very important!
Source:
DemandMetric,
Content
&
The
Buyer’s
Journey:
Benchmark
Study
Report,
June
2014
Importance
of
Influencing
Buyers
Earlier
9. 1.
Cacophony
of
content.
4.
Tired
conversion
tac5cs.
3.
Talking
at
the
prospect.
2.
Burden
on
the
audience.
4
Big
Problems
of
Content
Marke1ng
10. Only
a
small
number
of
content
assets
gain
significant
popularity.
Most
become
a
drop
in
the
“Long
Tail”
ocean.
It’s
Asympto1cally
Impossible
to
Break
Through
Available
Audience
A$en5on
Available
Content
=
Average
A$en5on
Available
Per
Content
Asset
11. Most
become
a
drop
in
the
“Long
Tail”
ocean.
It’s
Asympto1cally
Impossible
to
Break
Through
Available
Audience
A$en5on
Available
Content
=
This
number
con1nuously
drops.
Average
A$en5on
Available
Per
Content
Asset
Only
a
small
number
of
content
assets
gain
significant
popularity.
12. Dear
Buyer,
Here
is
the
content
available
for
the
due
diligence
of
your
purchase
—
have
at
it.
Love,
A
World
of
Vendors
15. 67%
Source:
SiriusDecisions,
“Three
Myths
of
the
67%
Sta0s0c”,
July
13,
2013
67%
of
the
Buyer’s
Journey
is
Done
Digitally
As
marke5ng
takes
on
more
of
the
“face
5me”
with
prospects
from
sales,
it
should
consider
what
made
sales
successful…
25. 0me
content
sophis0ca0on
1.
Web
pages
2.
Rich
content
video,
infographics,
responsive
web,
HTML5
founda5on
of
digital
content
marke5ng
The
4
Waves
of
Content
Marke1ng
26. 0me
content
sophis0ca0on
1.
Web
pages
2.
Rich
content
video,
infographics,
responsive
web,
HTML5
founda5on
of
digital
content
marke5ng
The
4
Waves
of
Content
Marke1ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
28. Beau0fully
designed
infographics
are
one
of
the
more
popular
rich
content
types
today.
But
they
rely
on
social
more
than
search
to
gain
distribu0on.
29. Source:
ON24
Webinar
Benchmarks
Report,
2014
Edi0on
Webinars
(and
recorded
videos)
are
another
example
of
rich
content
too.
Rich
content
consump5on
is
“aspira5onal”
—
less
than
half
of
the
people
who
register
for
a
webinar
actually
a$end.
33. 0me
content
sophis0ca0on
1.
Web
pages
2.
Rich
content
3.
Personaliza5on
video,
infographics,
responsive
web,
HTML5
founda5on
of
digital
content
marke5ng
dynamically
subs5tuted
content
based
on
visitor’s
profile
The
4
Waves
of
Content
Marke1ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
34. Source:
Evergage
(a
personaliza0on
soVware
vendor)
website
Personaliza4on
technology
enables
marketers
to
dynamically
recommend
or
subs0tute
content.
35.
36. 1. Need
data
on
new
prospects.
2. Need
data
about
new
content.
3. Things
change.
4. S4ll
a
probabilis4c
guess
—
what
happens
if
you
guess
wrong?
Personaliza1on
Can
Help,
But
Isn’t
a
Panacea
38. 0me
content
sophis0ca0on
1.
Web
pages
2.
Rich
content
3.
Personaliza5on
video,
infographics,
responsive
web,
HTML5
founda5on
of
digital
content
marke5ng
dynamically
subs5tuted
content
based
on
visitor’s
profile
The
4
Waves
of
Content
Marke1ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
39. 0me
content
sophis0ca0on
1.
Web
pages
2.
Rich
content
3.
Personaliza5on
4.
Marke5ng
apps
video,
infographics,
responsive
web,
HTML5
founda5on
of
digital
content
marke5ng
dynamically
subs5tuted
content
based
on
visitor’s
profile
interac5ve
experiences
with
programma5c
flow
and
logic
The
4
Waves
of
Content
Marke1ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
41. Source:
Kevy
Marke0ng
apps
are
not
just
na0ve
apps
installed
on
your
smartphone.
They’re
more
oVen
responsive
web
apps
that
work
on
any
device.
But
they’re
the
same
idea:
lightweight
func0onality.
62. 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…
63. 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.
64. 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
beger
than
guessing.
65. It
doesn’t
take
long
—
maybe
30-‐45
seconds.
“Progress
dots”
at
the
bogom
assure
users
that
this
is
a
quick
exercise.
But
because
it
engages
them,
it
is
memorable.
66. As
a
marketer,
you
appreciate
that
the
examples
in
this
game
have
other
benefits:
They
show
off
the
quality
of
work
produced
with
our
soVware
—
and
provide
social
proof
of
who
uses
our
soVware.
67. 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
compe00ve
energy
—
making
it
memorable.
68.
69. Only
now,
aVer
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.
70. 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
genera4on.
71. If
content
marke1ng
is
about
educa1ng
prospects,
let’s
take
inspira1on
from
great
teachers.
Ac0ve,
experien0al
learning
over
purely
passive,
didac0c
learning.
Great
teachers
don’t
just
drone
on
in
a
lecture
—
they
incorporate
construc0vist
learning
techniques
to
make
the
material
come
alive
in
the
minds
of
their
students.
72. Ask
Students
to
Predict
the
Outcome
of
an
Experiment
Beforehand,
and
They
Will
Remember
103. 1.
Cacophony
of
content.
4.
Tired
conversion
tac5cs.
3.
Talking
at
the
prospect.
2.
Burden
on
the
audience.
4
Big
Problems
of
Content
Marke1ng
104. Problem:
Content
is
not
genera5ng
much
interest
or
gejng
much
a$en5on.
Passive
Interac1ve
37%
8%
Source:
DemandMetric,
Content
&
The
Buyer’s
Journey:
Benchmark
Study
Report,
June
2014
vs.
105. Problem:
Content
quality
is
poor.
Passive
Interac1ve
25%
3%
Source:
DemandMetric,
Content
&
The
Buyer’s
Journey:
Benchmark
Study
Report,
June
2014
vs.
106. Media
Messages
Innova1on
in
Marke1ng
Touchpoints
what
it
says
where
and
how
it
appears
most
digital
marke5ng
innova5on
to
date
(“the
medium
is
the
message”)
107. Media
Messages
Mechanisms
MARKETING
APPS
the
next
big
wave
of
marke5ng
innova5on
(“the
mechanism
is
the
message”)
Innova1on
in
Marke1ng
Touchpoints
what
it
says
where
and
how
it
appears
how
it
behaves
form
func0on
110. Engagement
Axis
Business
Model
Axis
FREE/OPEN
PAID/GATED
PASSIVE
INTERACTIVE
Websites
Blogs
Social
Media
eBooks
Webinars
White
Papers
premium
passive
content
is
typically
gated
behind
a
form
most
passive
content
is
free
and
low-‐engagement
111. Engagement
Axis
Business
Model
Axis
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE
INTERACTIVE
Websites
Blogs
Social
Media
eBooks
Webinars
White
Papers
premium
passive
content
is
typically
gated
behind
a
form
most
passive
content
is
free
and
low-‐engagement
112. Engagement
Axis
Business
Model
Axis
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE
INTERACTIVE
Websites
Blogs
Social
Media
eBooks
Webinars
White
Papers
Na1ve
Mobile
Apps
MARKETING
APPS
Interac1ve
White
Papers
Interac1ve
eBooks
Configurators
U1li1es
Assessment
Tools
Contests
Lookbooks
Galleries
Workbooks
Guided
Tours
Games
Calculators
Quizzes
Sweepstakes
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
113. 0me
content
sophis0ca0on
1.
Web
pages
2.
Rich
content
3.
Personaliza5on
4.
Marke5ng
apps
video,
infographics,
responsive
web,
HTML5
founda5on
of
digital
content
marke5ng
dynamically
subs5tuted
content
based
on
visitor’s
profile
interac5ve
experiences
with
programma5c
flow
and
logic
The
4
Waves
of
Content
Marke1ng
Going
up
this
axis
is
all
about
breaking
through
the
noise
114. 0me
content
sophis0ca0on
1.
Web
pages
2.
Rich
content
3.
Personaliza5on
4.
Marke5ng
apps
video,
infographics,
responsive
web,
HTML5
founda5on
of
digital
content
marke5ng
dynamically
subs5tuted
content
based
on
visitor’s
profile
interac5ve
experiences
with
programma5c
flow
and
logic
The
4
Waves
of
Content
Marke1ng
Apps
collect
more
accurate
“intent”
data
from
visitors
—
feeding
be$er
personaliza5on
profiles
Going
up
this
axis
is
all
about
breaking
through
the
noise
115. 0me
content
sophis0ca0on
1.
Web
pages
2.
Rich
content
3.
Personaliza5on
4.
Marke5ng
apps
video,
infographics,
responsive
web,
HTML5
founda5on
of
digital
content
marke5ng
dynamically
subs5tuted
content
based
on
visitor’s
profile
interac5ve
experiences
with
programma5c
flow
and
logic
The
4
Waves
of
Content
Marke1ng
Apps
collect
more
accurate
“intent”
data
from
visitors
—
feeding
be$er
personaliza5on
profiles
Going
up
this
axis
is
all
about
breaking
through
the
noise
Apps
make
it
easier
for
visitors
to
consume
the
most
relevant
content
in
bite-‐
sized
pieces
116. 7%!
19%!
25%!
28%!
30%!
32%!
53%!
60%!
66%!
0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%!
Other barriers!
Limited market/competitor understanding!
Production skills!
Limited buyer understanding!
Creative skills!
Technical skills!
Time/agility constraints!
Budget constraints!
Staffing/resource constraints!
Barriers
to
Greater
Content
Marke1ng
Success
Source:
DemandMetric,
Content
&
The
Buyer’s
Journey:
Benchmark
Study
Report,
June
2014
119.
Content
We
are
opening
up
a
crea5ve
universe
between
the
two.
Apps
Help
our
customers
distance
themselves
from
content
noise
120. Marke5ng
Apps
to
Drive
Engagement
Marke5ng
Apps
to
Drive
Conversion
Marke1ng
Apps
Plamorm
Marke1ng
Apps
Across
the
Buyer’s
Journey
Shared
User
Data
Reusable
Components
Prospects
Customers
Brand
Standards
Single-‐Point
Integra5on
Consistent
Analy5cs
bridge
the
legacy
gap
between
brand
and
performance
touchpoints
Progressive
Profiling
of
Prospect
121.
122. Thank
you.
Download
the
free
report.
Sco$
Brinker
@chiefmartec
h$p://ioninterac5ve.com
Jerry
Rackley
@DemandMetric