content marketing innovators ebook

CONTENT MARKETINGINNOVATORS

Meet the people behind today’s most innovative and effective content marketing.

The pace of innovation in content marketing can be intimidating. Not for

this group. These five digital marketers come from a wide variety of industries and backgrounds. But they share a passion for excellence that

shows in their brands and their results. Meet the innovators.

Reva HarrisPurchasing Power, LLC Associate Marketing Manager

“I think of content marketing as a service – how can I provide people with information they need or fill a gap

in what’s already out there?”

www.ioninteractive.com

http://ioninteractive.com

Reva Harris

Don’t forget to strike a balance between timely and “evergreen” content. It can be easy to get caught up in the trend of the moment, but the content will have a much shorter shelf life. I try to make my bigger pieces more evergreen and use smaller, more easily-produced pieces to focus on short-term trends and seasonal topics.


What content advice would you give to other marketers?


Pat OldenburgFive9 Senior Manager, Content and Web Marketing

“We have quarterly content board meetings with representatives

from marketing, sales, and product management, where we review our most recent efforts and discuss trends that each of

the departments see in their day-to-day interactions with customers and prospects.”



Pat Oldenburg

In my opinion, we are starting to see a shift in how we view content marketing, and content in general. Content powers nearly every marketing effort, from website pages to webinar topics to interactive experiences. And when used for sales, content can improve pipeline velocity, close rates, and retention rates. Many executives, ours included, are recognizing this and putting more resources behind this function.


What do you think is the most exciting thing happening in content marketing right now?


Jon Ryan Aberdeen GroupDirector, Marketing Technology

“If you offer content that is meaningful and combine it with an interactive component, it will beat the best flat infographic or

checklist.”



Jon Ryan

Interactive is key! People like to click, slide, hover, reveal, overall—play. If you offer content that is meaningful and combine it with an interactive component, it will beat the best flat infographic or checklist.


Why did you incorporate interactive content into your program?


Scott Stano ArcserveDirector, Global Demand Generation

“I would advise any marketer to focus on quality

over quantity.”



Scott Stano

The personalization of marketing experiences online and on mobile presents tremendous opportunities for marketers to reach the right audience like never before. The ability to offer a person the most aligned material based on real-world behaviors is very exciting.


What do you think is the most exciting thing happening in content marketing right now?


Brad YoungDun & BradstreetGlobal Content Strategy Leader

“Rather than thinking outside the box, I would rather

understand the boundaries of the box—the persona/audience, our company POV, etc.—and

absolutely kill it inside the box.”



Brad Young

Paid, earned, owned and shared media will continue to converge into one stream and strategy, blending the functions of traditional advertising, creative and communications departments.


What’s in store for the future of content marketing


Check out the interactive eBook at:

http://go.ioninteractive.com/example/innovators/eBook

Learn more about the

Content Marketing Innovators


http://go.ioninteractive.com/example/innovators/eBook
