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Boost Your Content Marketing Results

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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.

Publié dans : Marketing
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Boost Your Content Marketing Results

  1. 1. Boost Your Content Marketing Results Measure & Maximize Engagement, Lead Generation, Quality And Profiling.
  2. 2. What’s inside Content marketing today Interactive content marketing for lead gen Testing interactive content 
 for higher conversions What to measure Surfacing lead quality to sales—nirvana! • Interactive white papers 
 & eBooks
 • Online calculators
 • Interactive infographics
 • Online configurators
 • Assessments & quizzes
  3. 3. First… Hot off the press stats
  4. 4. Content marketing is ubiquitous
  5. 5. Lead gen, sales, nurturing, awareness and engagement are the goals
  6. 6. Engagement, measurement, repurposing and visual content are the priorities
  7. 7. Engagement, measurement, repurposing and ROI are the challenges
  8. 8. Sales lead quality, sales, conversion rates, and lead quantity are the success metrics
  9. 9. Sales lead quality is where it’s at
  10. 10. Spending is rising
  11. 11. We’re making more content
  12. 12. Of all marketing content 
 goes unused 
 Sirius Decisions 70 % But…
  13. 13. Sirius Decisions Too much content. “ ”Sirius Decisions
  14. 14. And here’s the disturbing news…
  15. 15. Only 30% say they are effective (down from 38% last year)
  16. 16. We have a content marketing problem.
  17. 17. Why?
  18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Static content provides 
 limited opportunity for engagement, insights 
 & effectiveness. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  19. 19. The writing is 
 on the wall: interactive content is 
 the future of content marketing. BuzzStream © i-on interactive, inc. All rights reserved • www.ioninteractive.com “ ”
  20. 20. Interactive content: Browser-based digital content experiences designed
 for visitor participation Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted by the interaction of the visitor. Think: Quizzes, calculators, configurators, assessments, interactive white papers, guides, eBooks, etc.
  21. 21. Comparing interactive to passive content, interactive 
 content is effective at... educating the buyer 93% VS 70% INTERACTIVE CONTENT STATIC CONTENT
  22. 22. differentiating from competitors 88% VS 55% INTERACTIVE CONTENT STATIC CONTENT Comparing interactive to passive content, interactive 
 content is effective at...
  23. 23. being shared 38% VS 17% INTERACTIVE CONTENT STATIC CONTENT Comparing interactive to passive content, interactive 
 content is effective at...
  24. 24. generating conversions VS 36% INTERACTIVE CONTENT STATIC CONTENT % 70% Comparing interactive to passive content, interactive 
 content is effective at...
  25. 25. Old school content marketing gates (your best content behind the ‘gate’ of a lead gen form) don’t work anymore. Visitors know they can surf away and find another source of relevant information. To boost results, your content needs to be un-gated and interactive.
  26. 26. Old-School: Static Asset
  27. 27. Old-School: Gated Page
  28. 28. Assessment Interactive White Paper Interactive Infographic Better Bet: Repurpose static assets into un-gated interactive experiences
  29. 29. Interactive Infographic
 Early Buyer Journey Content Interactive 
 White Paper
 Early & Mid Buyer
 Journey Content Assessment
 Mid & Late Buyer Journey Content Better Bet: Use interactive content across the buyers journey
  30. 30. VS pass/fail real insights Plus, static content only provides pass/fail data. Interactive content provides rich insights and measurement
  31. 31. • Interact with an interactive 
 infographic • Interact with an interactive 
 white paper • Complete a quiz • Register to download a white 
 paper • Answer a 15-question self 
 assessment • Configure a solution • Use an ROI calculator • Use an implementation calculator • Contacted sales RICH INSIGHTS TO 
 SURFACE TO SALES• View an infographic • Register to download a white paper • Click through an email to download a best practices guide • Read a blog post • View product pages • Download a solution brochure • View the “getting started” page • Attend a webinar • Watch a video • Contact sales PASS/FAIL VS measurement of static vs. interactive content marketing
  32. 32. It’s hard to surface buyer insights & meaningful measurement without interactions.
  33. 33. Potential for repurposing static content into engaging interactive experiences. Consider testing opportunities— boost engagement and lead conversions with strategic testing. Measure key outcomes—how will you determine what’s working and what’s not. Surface key buyer insights to sales —what information will help sales build better relationships. Content marketing & lead gen go hand-in-hand:
  34. 34. online white papers & ebooks
  35. 35. Interactive White Paper
  36. 36. Interactive White Paper How to generate leads with an interactive white paper or eBook: call to actioncapture leads fromvisitors who want todownload the whitepaper as a PDF version.
  37. 37. Interactive White Paper How to test for higher conversion rates: Read More Get the Full White Paper Continue Reading Complete the form to get the full White Paper content accessCan you drive moreleads by providing allthe content with anoptional form?
  38. 38. Interactive White Paper How to test for higher conversion rates: Read More Get the Full White Paper Continue Reading Complete the form to get the full White Paper content accessCan you drive moreleads by providing allthe content with anoptional form?
  39. 39. Interactive White Paper How to measure content consumption and engagement: 1+ Behavioral
 Tagging See what your audience is most interested in. 1+ See Examples 1+
  40. 40. Interactive White Paper Surface prospects to your sales team: consumption Show your sales team the percent of content that the visitor consumed Joe Smith consumed 80% of the Interactive Content Marketing Toolkit
  41. 41. online configurators
  42. 42. Online Configurator
  43. 43. Online Configurator How to generate leads with an online configurator: ResultsLet visitors completethe configurator andsee the resultingrecommendedsolutions or products.
  44. 44. Online Configurator How to test for higher conversion rates on your online configurator: Results Access Will you capture more leads by giving full access to the results?
  45. 45. Online Configurator How to test for higher conversion rates on your online configurator: Results Access Will you capture more leads by giving full access to the results?
  46. 46. Online Configurator How to measure content consumption and engagement 
 on your online configurator: Look at 
 Drop off What is the toleranceyour visitors? Whichquestions cause thehighest drop off? Bounce Rate 
 highest on 
 third step
  47. 47. Online Configurator And don’t forget to surface prospect insights to your sales team: accelerate deals Information surfaced in an online experience will help the sales experience. Average 
 Budget
  48. 48. online calculators
  49. 49. Calculator You can use online, interactive calculators to drive qualified leads
  50. 50. Calculator How to generate leads with an online calculator: Send ResultsOffer to send pricingresults from thecalculator to theprospect instantly viaemail. EMAIL RESULTS
  51. 51. Calculator How to generate leads with an online calculator: Send ResultsOffer to send pricingresults from thecalculator to theprospect instantly viaemail. EMAIL RESULTS
  52. 52. Calculator How to test for higher conversion rates on your online calculator: Results Access Can you drive more leads by providing the results with an optional form?
  53. 53. Calculator How to test for higher conversion rates on your online calculator: Results Access Can you drive more leads by providing the results with an optional form?
  54. 54. Calculator How to measure content consumption and engagement 
 on your online calculator/configurator: Evaluate Evaluate the aggregateresponses tounderstand youraudience better.
  55. 55. Calculator And don’t forget to surface prospect insights to your sales team: Show sales team Show sales the prospects actual calculator inputs so they understand the buyers unique parameters and buying situation.
  56. 56. interactive infographics
  57. 57. Interactive Infographics Can you use an interactive infographic to generate lots of leads?
  58. 58. Interactive Infographics How to generate leads with an interactive infographic: call to action Include prominent calls to action throughout
  59. 59. Interactive Infographics How to test for higher conversion rates on your interactive infographic: Like this infographic? 75 Essential Content Marketing Stats Everything you need to know from budgets to metrics
 to effectiveness. Explore what’s happening with 
 content marketing right now. Cross - Sell Offer optional related content to be emailed to the visitor at various spots with the experience.
  60. 60. Interactive Infographics How to measure content consumption and engagement on your interactive infographic: Scoring Each time a visitorinteracts with a pageelement, incrementtheir score by 1. 1+ 1+ 1+ 1+
  61. 61. Interactive Infographics How to measure content consumption and engagement on your interactive infographic: Scoring Each time a visitorinteracts with a pageelement, incrementtheir score by 1. 1+ 1+ 1+ 1+
  62. 62. Interactive Infographics And don’t forget to surface prospect insights to your sales team: Show Sales Show sales which infographic elements the visitor interacted with.
  63. 63. online assessments & quizzes
  64. 64. Assessments & Quizzes How to use online assessments and quizzes to 
 generate lots of qualified leads
  65. 65. Assessments & Quizzes How to use online assessments and quizzes to 
 generate lots of qualified leads
  66. 66. Assessments & Quizzes How to generate leads with an online quiz or assessment: See resultsLet visitors completethe assessment/quizand see the results andrecommendations
  67. 67. Assessments & Quizzes How to test for higher conversion rates on your online 
 quiz or assessment: Results Access Gating the results with a form is a great A/B test!
  68. 68. Assessments & Quizzes How to test for higher conversion rates on your online 
 quiz or assessment: Results Access Gating the results with a form is a great A/B test!
  69. 69. Assessments & Quizzes How to measure content consumption and engagement
 on your online quiz or assessment: Look at 
performanceUnderstand youraudience better andgain real insights. Very High 
 Conversion Rate
  70. 70. Assessments & Quizzes And don’t forget to surface prospect insights to your sales team: Show sales the 
 answers Sales can pick up the personal conversation exactly where the digital conversation left off. ANSWER 8 OF 9 RESULTS
  71. 71. The data shows interactive 
 content can help marketers 
 reach their goals 2XInteractive content is almost 2x more effective at generating conversions as static content (70% of the time for interactive versus 36% for static).
  72. 72. Interactive content helps with 4 out of the top 5 goals
  73. 73. Interactive content helps with 4 of the top 4 priorities
  74. 74. Interactive content helps solve 5 of the top 6 challenges
  75. 75. Interactive content surfaces and facilitates 4 of the top 4 metrics
  76. 76. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Ungated version: 33% MORE leads than the gated version
  77. 77. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Higher lead conversion and improvements to lead scoring
  78. 78. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 26% conversion rate, insight into consumption
  79. 79. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 60% more effective in generating new lead and 40% more effective at nurturing existing leads
  80. 80. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive content can 
 engage your buyer
 in a radically more effective manner, increase lead generation
 while surfacing richer insights to sales that helps to
 drive revenue.
  81. 81. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Check out this ebook for more on this subject: “interactive content for lead gen” https://paths.ioninteractive.com/lead-gen-results
  82. 82. The end! Thank you! Learn more about how we can help you rapidly deploy effective, engaging interactive content!
 
 @annatalerico
 @ioninteractive
 


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