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.
Unfortunately, more and more landing pages just haven’t been living up to the hype of the content given. And with the instant gratification given to our audience online now, many people just aren’t converting on landing pages as much as they used to. They expect excitement, interaction, and value before they give up their private information. So how can you add value to your landing pages, not only to the user but also to you as a marketer yourself? This week, ion’s Director of Customer Engagement gives you a few ideas on how to revive your tired landing pages with the use of interactive elements.
With online visitors now, the small amount of copy on your landing page barely convinces them to fill out the form. They are afraid to be tricked, and can quickly move on. And this is what KVH Industries understood. They knew they needed to take their landing pages to the next level in order to increase retention.
Over the last few years several marketers have declared the age of landing pages is over. According to most marketers, this can be blamed in part on social media and content marketing. Every potential customer has access to so much information about products and services, ours and our competitors. Traditional landing pages are not dead but they definitely need to evolve. But what is a traditional landing page?
There is probably no community more aware of the value of data than content marketers. Every single interaction that we have with an experience is data. And the reason that we are so educated about what a business’ intent is when asking us to complete a form is because we too are obsessed with data. But data does not lie. Interactive content is measurable and provides us with so much more data that traditional static content would.
To some marketers, it can seem almost unattainable to adopt interactive content across their organization, while coping with trying to get more than one experience out the door with their team. If you’re one of those marketers, it’s time to stop struggling and show your organization what the other divisions can gain with the insights provided through interactive content.
I recently visited the website of a marketer who I respect greatly. His work is smart, his writing is engaging, and his approach to content is strategic and thoughtful. After reading a blog post about a new ebook he created, I completed the form to download the PDF.But, did the marketer know how engaged I actually was with his ebook? I could tell that the content took a lot of time to produce. It was obvious that the content was researched because it included a lot of stats and key takeaways, the design of the ebook was modern and attractive and was successful at drawing my attention to key information. The effort that went into the content was not lost on me, but my engagement and interest in it was definitely lost on the creator.
During a recent phone call with a seasoned content marketer from a well known and respected financial firm, it became clear that there was some pain points she was experiencing with her current marketing strategy. Our discussion was about the organization's interactive content marketing roadmap for 2018. The biggest challenge? “I am busy. I simply cannot write new content for every campaign we need to launch.” Sound familiar? She was relieved to hear that she was not alone and that the majority of my job at ion interactive is helping marketers circumvent this exact problem.
Creating interactive content can seem like a daunting process. From drafting the concept of the experience, to deciding what interactive elements to use where, to testing. Sometimes, it might seem like just pressing a single button to have a program do it for you would be a lifesaver.And while automation for many things in content marketing really can be lifesavers, interactive content just simply is not one of them. The beauty of interactive content is the ability to completely reimagine the static content you have in front of you.
It is so important for us, as content marketers, to create more personalized, quality content for our audiences and deliver it to them at the right time in their journey. Maybe I am a little bias here but I strongly believe that the best way to do this is by adding interactive content to the our content strategy. And, I really believe that over the next year, our customers will expect more interactive content than they did in the past.So, maybe you’re thinking that I am saying we should all abandon creating static content altogether and focus solely on interaction based content pieces but that could not be further from the truth.
Does your static content have a problem? It’s great content, right? You research the topics before you create your content, invest time and resources into design and copy, and then you measure it meticulously - going over every clicked link, share, comment, etc. But what about engagement - how interested in your content are your users? If you’re not launching interactive content, chances are you have no idea.
You’ve read blogs on top of blogs about interactive content. You’ve attended webinars about it. You’ve even taken the journey yourself through a few experiences of another brand’s content and thought to yourself, “I can totally make this happen for my brand.” But then you freeze. Where do you start? How do you know what to do? Don’t worry—we’ve got your back! On this week’s Ask Audrey, ion’s Director of Account Development, Asa Hochhauser, joins Audrey to give you the advice you need to launch that very first interactive content experience and how you can make sure it’s a success.
Interactive content is, in a lot of ways, similar to traditional content marketing in that the more you know beforehand, the stronger and more effective your content will be at accomplishing your goals. So, if you do decide that interactive content is for you and you are ready to launch your first experience, what are the steps you need to take first?Your content needs to solve a problem or else it will fall on deaf ears. When I sat down to write this blog I knew a few things - I knew that the reader would be someone who was interested in interactive content and had either just started creating it or was still just dipping their toe in the water. I knew that I was going to answer the “where to begin” question that all marketers have in the beginning of a new strategy.
No single piece of content marketing can exist on it’s own. Content is not an isolated event. It’s a programmatic, ongoing investment of time, focus and budget that touches literally every aspect of an organization from sales to marketing to human resources to customer care. And just like content is not an isolated initiative, we’ve long known that there is no interactive content without the actual content itself. There are no ongoing interactive content investments without an audience and measurement and business results that tie into the overall content program. Brands want, and need, comprehensive content marketing partners who can help drive real business results across the entirety of their content initiatives. Here’s why now was the right time for ion interactive to be acquired by ScribbleLive.
Audrey and Asa, ion’s Director of Account Development, had the pleasure of talking to quite a few impressive marketers about how they are utilizing interactive content in their strategy this year. And while most marketers were thrilled to chat about all the possibilities of interactive content, there were a few that have come across some challenges. On this week’s Ask Audrey, listen in as Audrey and Asa talk about those challenges they heard at Content Marketing World and how you can solve them if you’re experiencing the same.
No matter what session I attended at last week's Content Marketing World event, what conversation I overheard, everyone was talking about the same goals and challenges - stronger and more educated leads, increased engagement, more personalized content, and of course more conversions. The challenges marketers face seem to be the same regardless of industry, buyer stage, and audience. And while I attended many sessions where we were told that we needed to write more content, needed to create more focused personas in order to solve these challenges, nobody was talking about interactive content.
It’s been months since I felt a chill in the air but on this Tuesday, I am standing outside, with a trench coat on and I am shivering. Back home in Florida, temperatures are reaching the high 90’s… but, I am not in Florida this week.I am in Cleveland for Content Marketing World, the largest content marketing conference in the world. Every year, Content Marketing World draws thousands of marketers from hundreds of countries to Cleveland for sessions, workshops, and networking. Lake Erie is to my right, as well as the Rock and Roll Hall of Fame and to be honest; it takes everything in me to not start singing “All the little kids growing up on the skids are going: Cleveland Rocks, Cleveland Rocks.”
I still can’t believe that I am going to Content Marketing World in Cleveland next week. When one of our founders offered to send me earlier this year, I could not believe it. I remember when the email came across asking if I wanted to attend and the feeling of excitement that came over me as I responded with a “heck yes” to the invitation.Within a few hours, my hotel was booked, my flights were arranged, and I was ready to hit the road to Cleveland, where I would rub shoulders with Content Marketers from all over the world and every vertical.