As your prospects move through the sales funnel, their needs will change. In the early stage of the buyer journey, your prospects are aware that they have a problem and are possibly in need of a new service or product to solve for it, but they have yet to consider options.When your prospect reaches the consideration phase, there is a good chance that they have been comparison shopping and are engaging with content from multiple solutions. Interactive content can be leveraged at this point to showcase the value of your product over your competitor and also to educate them on the benefits of partnering with you.
For your sales team, interactive content can prep both the buyer and the sales person for the perfect conversation once the interaction between the two is made. For those in the early stage of the journey, an interactive infographic can educate; for those in the middle stage, experiences such as assessments can create self-awareness; and for those in the late stage, calculators and solution finders can provide a perspective on how your brand can solve their challenges. But at which point in the journey are these interactive experiences most effective? In this week’s Ask Audrey, ion’s Director of Customer Engagement, Audrey Ross, and ion’s Director of Account Development, Asa Hochhauser, give their opinions on what stage interactive content has the most impact on your buyer’s journey.
Your prospects now are well prepared with what they need to know long before they even speak with you. Forget the lengthy sales pitches and Powerpoint presentations when their eyes begin to gloss over like freshmen students in a 3-hour college course. Your prospects do the research to obtain the information they want; now they just want the information they need from you. But as they browse your content and answer their own questions, how can you be sure to get the right content into their hands at the right time?
As consumers are doing more research on their own of your product or service during their journey with your brand, it's essential that your content not only grabs their attention immediately, but also answers the question of why your brand would be the perfect fit for them. While no longer being able to rely on the human-to-human conversation to answer those questions, you must leverage tools that will sell them on the value of your product or service, rather than just the features. Interactive content such as assessments delivers quality leads that could eventually turn into potential buyers.
Thank god it’s Friday! And it’s the first Friday of August, our Sales Enablement-themed month here at ion. All month, we’ll be focusing our content on how interactive content fits into your sales strategy and how you can effectively utilize interactive experiences to educate and inform your prospects and buyers. So to kickstart the month with some great tips and tricks for your Sales team, here’s what’s new over on ion’s Medium publication this week.
Before the digital age of content, marketers rarely had any control over the flow of information sent to the customer. Quick advertisements could set a tone for the conversation that would happen between the customer and sales but it ended there. Content marketing has changed all of that. Now, marketers are and customers are equally in charge of what content is available to educate the user prior to reaching a sales agent. But, this also means that marketing now places an equal role to sales in acquiring new customers and closing deals.
The way consumers purchase products has changed dramatically all because of the progression of content marketing. Over 60% of the buying process is done before even speaking with a salesperson. So before you reach out to your prospect, where's the insight? Interactive content can be a huge aid in bridging the communication gap between sales and marketing, allowing marketing to have further insights into what content your audience is interested in and allowing sales to see what your audience needs or wants. Both sides are provided with an additional level of insight that is often missing with static content.
Happy Friday! Another week when we bring you the latest from our industry and what you may have missed over on the ion Medium publication. As we wrap up the last week of our Back to Basics series, we were focused on what you’ll need now that you’re informed and ready to take on interactive content. So if you’ve been busy killin it as a content marketer getting ready to transform your static content into engaging online experiences, we’ve got what’s new right here for you.
We all want to capture quality leads, increase engagement, and better understand who our buyers are and the best way to do that is with interactive content. From the moment we decide to create a piece of content, we need to be thinking about what we will do once the content is live. Where will we market it? How will we repurpose it when the campaign ends? How are we going to measure success? These questions are so important and answering them as soon as possible will help you find success with your content.
Another busy week, another Friday! This week at ion, we wrapped up some of our Back to Basics takeaways into our monthly webinar, where our Director of Customer Engagement and one of ion’s content strategists laid out interactive content from simply “what is interactive content” all the way to launch and beyond. We hope you’ve been keeping up with our Back to Basics series and attended the webinar this week. However, if you’re a busy marketer (and we know you are) and missed what was going on in our world this week, here’s what’s new.
When we think about our prospects or customers and the content we will be presenting to them, what is the first question we should ask ourselves? Of course, we want to make sure whatever content we create is going to be valuable to our audience and the first way to ensure that is to make content for that audience and present it to them at the right time in their journey.
We’re two weeks into our Back to Basics series and couldn’t be more excited. Just before all the kids go back to school next month, we wanted to take time to go back to the basics ourselves. There are times we as marketers can get so entrenched in the day to day of it all, that we really forget to focus on the foundation and power of interactive content. With companies like Netflix embracing interactive content, we know it’s not going anywhere. If you haven’t had a chance to check out ion’s Medium publication, here’s what you may have missed this week.
When it comes to creating an interactive content experience (or any content for that matter) nothing is more costly than the time and resources that we put into it. In order for our content to be successful, we need to look at every piece that we create as something that we can get extra mileage from. Why invest time and resources into something that has no longevity? In this post of our Back to Basics series, we will be focusing on all the steps you should take before launching your interactive content experience, from the initial thought to post launch.
Each day, there are millions of pieces of content added to the internet. Blog articles, infographics, white papers, and ebooks are published consistently over a wide range of platforms and mediums. With all of this content being created, it’s surprising that any brand would believe they need to make new content to launch an interactive experience.A lot of ion customers feel that they have to write new content for every experience they make — even if the topic was recently covered in an article, blog, or white paper. Content creation is a time-consuming task — writing, conceptualizing, proofing, approvals, all of this takes time and time is money. Stop wasting both and start repurposing and reimagining your static content.
This week, we’re seeing fireworks in content marketing through the use of interactive experiences (and we promise it’s not flashbacks to the 4th of July)! From interactive infographics to content marketing research data to the basics of interactive content, we have your latest news in content marketing right here. If you haven’t had a chance to check out our Medium publication this week, here’s the latest info of what’s going on in our industry.
When marketers first started to look at content marketing as a way to accomplish their goals, they saw a lot of value in creating long-form, static pieces that were educational. Unfortunately, the internet became more crowded with these pieces, making it harder to stand out amongst the noise. When coupled with the introduction of smart phones and social media networks, it became more clear that internet users wanted to interact with the content they consumed rather than just read it. Interactive content was the next frontier.
With traditional static content pieces, we can spend hours or even days creating content that may or may not be read, enjoyed, or shared. While it’s easy to tell if a user visited your blog by reviewing analytics, it is impossible to know how interested they were in the content you supplied. But, when you add interactions mixed in with copy, you will be able to accurately measure how effective your content was at capturing your audience's attention.If you can learn more about your audience through honest data collection and take your static content and make it into something fun, why wouldn’t you? And so, here at ion, we like to say the question really isn’t why interactive content but instead, why not interactive content?
During the last week of Q2, we’re celebrating being officially halfway through 2017! Content marketers are creating more educational, enriching, and engaging experiences for their audiences and building genuine relationships with their online audiences through the use of interactive content. This week, we wrap up our month of customer spotlights to show how far interactive content and content marketing has come. And we can’t wait to see what’s next! If you didn’t get a chance to head over to the ion Medium publication this week, here’s what you missed.
This week has been an exciting one for us over here at ion. Along with the first day of summer came an incredible and educational joint webinar with ion’s Director of Customer Engagement and FedEx Services’ Manager of Content Strategy & Curation, Drew Bailey. We hope you got the chance to hear firsthand how FedEx saw revenue growth through the use of interactive content. But if you did miss it, and if you missed out on what was new this week on ion’s Medium publication and around the world for interactive content, we’ve got them rounded up right here for you.