After some reflection on the previous year, and thinking about where I’ve seen ion’s content marketer customers totally nail it (and not), I have one critical 2018 resolution for content marketers looking to make improvements and see bigger, better, and more measurable results from their content marketing this year. Stop doing “more of the same” and expecting a different result.
As a Director of Sales at ion, I already know salespeople fall short when standing out among the noise. And I know the frustration you feel from their lack of knowledge about your business pain points and challenges. Wouldn’t it be great if Sales could show you they understand your challenges, talk to you in terms that are relevant to you, and recommend solutions that will solve YOUR specific problems? Wouldn’t it be great if Sales could be more personal?
What does content strategy help marketers accomplish? Does it help us tell our story better or understand our audience more? Does it help us to feel more confident in our design and campaign decisions? A well-documented content strategy solves all of these problems. Content strategy answers the big questions about a project which helps us create stronger content for our customers and prospects.
This year has been a whirlwind. Content marketing has gone from static or interactive to how interactive is your content strategy? It’s gone from trying to decipher broad data insights to understanding exactly who our audience is and what solutions they’re looking for through their interactions with our content. So it’s only fitting that the top 16 and 17 spots of the Top 17 of 2017 focus on the biggest topics of the year.
From our dedication to blog posts multiple times a week, to fun and engaging interactive experiences, to an educational video series, interactive content marketing awareness and education was the main goal of our brand’s content for 2017. So to highlight the number 14 and 15 spots of our Top 17 of 2017, we want to take a look back at our favorite content marketing advice in the form of blog posts and videos.
A lot happened in the world of content marketing over the last year. We have been sharing some of our highlights over the last year; some that changed the way we create content and some that really helped us and our customers grow. It's time to highlight the number 12 & 13 spots of our Top 17 of 2017.
The ion platform accomplishes a lot for marketers. You can collect data about your users as they honest interactions with your content, such as answering questions or interacting with content on an infographic. And since your data is collected via honest interactions with your audience, you can surface higher quality leads to your sales team. When we sat down to discuss the highlights of 2017, we knew we had to list our achievement and helpful asset.
2017 is starting to inch closer to an end, and we are finding ourselves reflecting back on all the projects that we launched over the last 12 months. Each project that we work on holds a special place for all of us here at ion. As designers, content marketers, writers, and strategists, there is simply no greater feeling than seeing our customer experiences come to life and achieve business objectives.
You can’t blame us for being in love with data here at ion when interactive content gives us such detailed and deep insights every day. We’re so in love, in fact, that most of our top highlights from the year are all about data. So for our number 6 spot in our Top 17 of 2017, we’re focusing on one of our favorite data highlights of the year.
For numbers 4 & 5 of our Top 17 of 2017, I want to highlight two of our favorite webinars of the year. I set out early in the year to educate myself, my colleagues, and our customers on how to write interactive content well, select the right experience for your content, and how to repurpose existing content into an interactive content piece.
While many trends have remained steady over the past few years, particularly as it relates to interactivity’s impact on content marketing strategies, there was one trend we saw in 2017 that really caught on. And we don’t think it’s going anywhere any time soon. On the 50th episode of Ask Audrey, ion’s own Director of Customer Engagement takes the time during her last episode of the year to talk about what trend really surprised her in 2017, and what she hopes will stick in 2018.
Last month, we focused on one important topic… next-generation landing pages. Our blog posts, interactive experiences, and webinars were all about evolving landing pages and how you can add interactive elements to the mix. So for the #2 and #3 spots of our Top 17 of 2017, we’re focusing on two of our most loved pieces from the month of November.
To close out the year, we wanted to reflect on our favorite webinars, blog posts, interactive experiences, and customer highlights that impacted our audiences the most in 2017. For the entire month of December, you’ll find yourself taking a step back in time to relive the interactive content story, so make sure you subscribe and follow along! First up, we’ll start by getting back to the basics of interactive content.
Landing pages have long been used to move prospects from interested shoppers to potential buyers by providing them with the right information rather than making them search for it. Data collected from a user who engages with interactive elements on a landing page can be extremely valuable to marketers who are looking to optimize a landing page for more conversions or to determine what can be done for future experiences.
For a large enterprise corporation, Dell was faced with a challenge: for every new landing page their digital marketing team wanted to create, there were several hand-offs during both the creation process and during the globalization process. By the time a campaign was fully globalized, the peak opportunity for that campaign often had passed. They needed a quicker turnaround time, and knew they had to find the perfect solution.
It's no secret! Landing pages are evolving along with the rise of interactive content. But that doesn’t always mean that what’s behind the form has to be interactive as well. We all have our signature assets—those PDFs that you know are extremely valuable just the way they are. And while we are all for you transforming those PDFs into interactive experiences, it is perfectly fine to have static content behind your interactive landing page.
Landing pages are changing for the better. This generation of interactive landing pages helps you not only provide a more useful user experience with your landing page, but helps you learn along the way and make educated decisions about optimization to help you increase conversations. It’s time to say goodbye to boring, static landing pages and start engaging your audience with more interactive elements.
What type of return on investment would you expect from a bit of controlled experimentation and testing with interactive elements mixed into your landing pages? An incredible lift in conversation rates. Iron Mountain did just that. They took their landing pages to the next level with interactive content and saw results that some of us could only dream of seeing.
The structure of a landing page is often very simple—a form is placed high above the fold and is paired with an image and headline/subheadline. Below the form are a few additional opportunities to educate the user on a topic, such as bullet points, key takeaways, and maybe logos of brands that the business But, landing pages include few opportunities outside of the form where a user can engage with the brand. Adding interactive content elements to a traditional landing page increases the visitors' opportunities to learn more about the product or service prior to completing a form.
Interactive elements added to landing pages not only create a better experience for the user, but give deep, meaningful, useful insights to you as the marketer. Because of this, marketers can better test and adjust their pages to ensure better conversion rates with their audience. Which is exactly what Genworth Financial’s U.S. Life Division did. See how Genworth accomplished their lead generation and revenue goals with ion.