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It’s an absolute phenomenon.
According to the sacred laws of modern television, digital, and on-demand viewing, consumers spend a whopping 364 days a year actively avoiding advertising and marketing messages.
From strategic bathroom breaks and the embracing of alternative, bingeable entertainment channels to the installation of ad-blockers, consumers want to avoid unsanctioned commercial interruptions—whenever and wherever they’re enjoying content.
But when Super Bowl Sunday rolls around, it’s Opposite Day—and for a few glorious hours, we’re on the edge of our seats with excited anticipation of the next ad to dance across the screen. It’s the Super Ad Bowl.
For the average consumer, this phenomenon is simply an entertainment tradition. For marketers, it’s a series of case studies in marketing storytelling, creativity, and boldness in action.
And this year, there were several case-in-point ads that entertained the TopRank Marketing team as consumers and inspired us as marketers. Below team members share their winning picks for the ads that won the “Super Ad Bowl.”
#1 - Google’s “100 Billion Words” Leaves Us (Nearly) Speechless
In a time of political and social upheaval—a time of distrust and divisiveness—Google takes time remind us that we are united by a common language: A language of gratitude, affection, and connectedness. And, of course, it’s multilingual Translator service helps bring people and these love languages together.
As a search engine that is increasingly powered by machines, in this piece Google showcases the tangible human benefits its platform offers, while also encouraging us all to choose unity. It’s a stunningly beautiful message and incredible brand marketing. This one topped my personal list of 2019 faves, and my colleague, Social and Content Marketing Manager Lane Ellis, felt the same:
“Google helps put the ‘G’ in global with its Google Translate Super Bowl 2019 spot, with a touching look at how its translation services are being used every day to say small things that mean so much,” he shared.
#2 - Bud Light and HBO Riles Game of Thrones Fans
Since the summer of 2017, Bud Light’s medieval marketing campaign featuring the “Dilly Dilly” catchphrase has been a beer lover’s favorite. With several commercials now part of the series, it’s safe to say that Super Bowl viewers were anything but surprised once the beer company’s newest ad started rolling on Sunday—that is until “The Mountain” of HBO’s hit show, Game of Thrones, made his appearance.
“It was a good reminder that breaking audience expectations is really effective in creating genuine surprise and excitement,” Content Strategist Annie Leuman shared.
But the real marketing magic, Annie said, is happening on social media—with both brands leveraging the “Bud Knight” as a way to continue the buzz and excitement.
Of course, with many avid GoT fans around the office, Annie wasn’t the only one moved:
“This ad had a fabulous surprise ending and we saw the merger of two fabulous brands,” Debbie Friez, Influencer Marketing Strategist, said. “I’m not sure it sold me on Bud Light, but as a Game of Thrones fan, I’m even more excited for the final season.”
#3 - Burger King’s #EatLikeAndy Stands Out Thanks to Simplicity
Creativity in marketing comes in many forms—and sometimes it’s in the simplest form. With over 50 Super Bowl commercials competing with each other and the hype of the game, there was a lot of noise during this year's event. And for our CEO Lee Odden, the most memorable ads were simple and singular in their focus.
“The commercial that exemplified simplicity best for me was the #EatLikeAndy spot from Burger King,” he said. “There's basically no dialogue or promotion. It's just vintage video of the real Andy Warhol opening a BK bag, pulling out a Whopper and eating it, finishing with the #EatLikeAndy hashtag.”
Lee added: “It may have been the retro simplicity that made the BK commercial stand out, the fact that we can all relate to the ketchup bottle struggle, or Casey Neistat's recent BK joke video making the Burger King brand top of mind. Whatever the reason, the #EatLikeAndy commercial is the one that stood out amongst a blur of ads during one of the most boring Super Bowls I've ever seen.”
#4 - Microsoft “Levels the Playing Field” with Emotional Storytelling
Our brains are programed for stories. And Microsoft’s story-centered ad aimed at showcasing the power of technology—accessible technology that is—engaged our minds and our hearts in its cause.
“Everything about this commercial tugged at the heartstrings,” Account Manager Claire O’Neill shared. “There wasn’t a dry eye in my house.”
“This ad pulled at my heartstrings with all the feels,” Debbie seconded. “But what made it really incredible was the story—it was great content; a great story with a beginning, middle, and great ending. In addition, Microsoft has featured some of these kids in other ads, too, showing off some creative repurposing.”
#5 - Bubly Busts the Awareness Bubble with the Help of Michael Bublé
Over the last couple years, sparkling seltzer has become the new battleground for many drink makers. Of course, La Croix is perhaps the most well-known of brands. And as any up-and-coming or niche brand knows, gaining awareness ground is the first order of marketing business.
PepsiCo’s young Bubly brand is coming up in the world, according to Influencer Marketing Strategist Jack Fitzpatrick.
“For me, nothing will beat Michael Bublé sitting on the floor of a gas station pouting, surrounded by cans of PepsiCo’s Bubly sparkling water,” he laughed. “This commercial fit perfectly into the brand’s fun-loving personality and featured the well-liked Canadian singer as the spokesperson. This total please-all ad for a makes sense for a brand that is working to grab market share from sparkling water goliath, La Croix.”
#6 - Hulu Strikes Intrigue and Fear with Trailer for Season 3 of The Handmaid’s Tale
Tension is a key storytelling element—and perhaps one that marketers don’t leverage often enough. Tension builds excitement and intrigue, and it commands attention.
Hulu’s intense adaptation of Margaret Atwood’s The Handmaid’s Tale checks all those boxes—within each episode and it’s teaser trailers.
As Account Manager Jane Bartel describes it: “The trailer capitalizes on all my fears as well as they do in the show, and makes me not want to miss the next season.”
“From a marketing perspective, it very effectively teased the content to existing viewers (and probably attracted some new ones) by using an almost ‘propaganda-esque’ opening showing how women are entering the workforce in large numbers, and healthy babies are being born all over the place,” Tiffani Allen, Associate Director of Search and Analytics, adds.
“The spot then takes a turn to show that this is, in fact, not the reality and shows the movement of women actively fighting back and ‘burning’ the system,” she says. “It was powerful to see that kind of contrast within messaging while staying on narrative.”
#7 - Stella Artois Plays on Familiarity While Encouraging Change
Nostalgia and familiarity are incredibly powerful marketing and engagement tools. Look no further than the resurgence of classic tales such as those from the Star Wars franchise hitting the box offices every year.
This year, Stella Artois leveraged three iconic characters—each of who are well-known for having a signature drink—to evoke nostalgia, while also challenging potential customers to embrace change.
And yes. I said three iconic characters. Sarah Jessica Parker reprises her Carrie Bradshaw character from Sex and the City, while Jeff Bridges appears as “The Dude” from the cult classic The Big Lebowski. Finally, in the full version, we briefly see Jonathan Goldsmith, who for a decade portrayed “The Most Interesting Man in the World” for Dos Equis.
Share Your Super Ad Picks
When Super Bowl Sunday rolls around, the brands and their ads are the showstoppers. Which ads and marketing messages resonated most with you? Tell us in the comments section below.
You can catch TopRank Marketing at several upcoming events, including this week on Feb. 6, 2019. Join Lee Odden as he presents a live webinar with BrightTALK on the future of collaborative B2B content.
The post For Our Marketing Team, These 7 Super Awesome Commercials Are Big Winners appeared first on Online Marketing Blog - TopRank®.Read More »
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Modern B2B content marketing evolved out of the opportunity to provide buyers with the information they seek at every stage of their customer journey. But in an increasingly crowded content landscape and as consumer preferences and technology evolve, it’s no longer enough to just inform buyers.
Today and beyond, to connect on an intellectual and emotional level with their audience, B2B marketers need to provide engaging content experiences. And that’s precisely were interactive content can play a massive, highly-effective role.
Not sold on the potential of interactive content for B2B? Let’s look at some of the research and commentary from several sources, including:
19 Interactive Content Statistics B2B Marketers Need to Know
The Use of Interactive Content is On the Rise
1. 53% of marketers report using interactive content (2)
2. 93% of marketers agreed that interactive content is effective in educating its buyers versus just 70% for static content (3)
3. 88% of marketers said that interactive content is effective in differentiating their brand from their competitors (4)
4. 63% said they use interactive content to educate their audience (2)
5. The number of interactive posts has increased by 33% (1)
More and more marketers are feeling the pressure to create new experiences for their target audience in order to stand out from the crowd. And interactivity offers them a way to do that, causing interactive content marketing to rise in popularity.
Interactive Content Ups the Engagement Factor
6. The most shared quiz in the last 5 years has gotten a total of 5.4 million social interactions (1)
7. 81% of marketers agree that interactive content is much more effective at grabbing people’s attention than static content (2)
8. 66% of marketers have reported greater audience engagement after using interactive content (2)
The big takeaway here? As Caitlin Burgess, our Senior Manager of Content Marketing, recently shared: “The real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.”
Interactive Content Drives Results
9. 79% of marketers said that combining interactive content with other content marketing tactics increases message retention (2)
10. 79% of marketers said interactive content can be reused a lot, leading to repeat readers (2)
11. 75% of marketers said non-gated interactive content offers a sample of the brand and nurtures leads (2)
12. 68% of marketers said interactive content makes it easy to repurpose passive content (2)
13. Interactive content generates 2x more conversions than passive content (5)
So how good is interactive content at doing all of the things it promises to do? According to the reports cited above, it does a pretty good job.
Improved message retention? Check. Reusability? Check. Nurtures leads? Check. And, once you have the interactive technology, the opportunity is there for you to take your static content that already exists and make it interactive, improving productivity and efficiency.
Interactive Content Has Multiple Formats
14. 54% of marketers use interactive assessments, making it the most common type of content (2)
15. The top five most effective types of interactive content for the top of the funnel are: contests, games, quizzes, interactive infographics, assessments (2)
16. The top five most effective types of interactive content for the middle of the funnel are: calculators, interactive white papers, interactive eBooks, interactive lookbooks, wizards (2)
17. Interactive content is most commonly used on landing pages, social media platforms, microsites, and blogs (2)
18. The most effective type of interactive content for the bottom of the funnel are configurators (2)
19. Virtual Reality (VR) and Augmented Reality (AR) traffic will increase 12-fold between 2017 and 2022 globally (6)
Interactive content has widespread applications that do more than making a quiz or calculator. In fact, AR and VR are two landscapes where interactive content can thrive, and it’s rapidly growing. There are a number of different assets and experiences you can create thanks to interactivity and its functionality.
For example, just this past year we used interactivity to create a multi-media microsite for our client, Prophix. To educate our audience on AI and the future of finance, we created a simulated voice assistant (a la Siri or Alexa) to “host” our expert influencers in AI and finance as users navigate through the microsite experience.
“The combination of interactive experience, voice and text content, relevant finance and AI influencers plus brand thought leadership resulted in a record-setting engagement.”
For more ideas on what you can create with interactivity, check out these cool interactive content ideas.
Supplement Your Content With Interactivity
While interactive content is a solid investment for B2B brands, helping them differentiate their content marketing, the level of quality still has to be high. If your content doesn’t provide value to your audience, no one is reading it – regardless of interactivity.
But if you’re able to create high-quality content that resonates, and enhance it with interactivity, that’s the ticket to rising above the competition, creating deeper engagements with your target audience, improving message retention, and more.
Learn how to put Interactive Content into action
at the B2B Marketing Exchange conference on February 26th in Scottsdale, where our CEO Lee Odden will be presenting, "How to Break Free of Boring B2B with Interactive Influencer Content".
B2B doesn’t need to mean “boring to boring” and yet much of business marketing has earned its reputation. In a world of information overload, buyers expect engaging content from sources they can trust. The solution? Content co-created with industry experts delivered as interactive experiences. In this presentation you’ll learn:
- 5 top interactive formats for B2B
- Best practices for influencer content engagement
- How to pull it all together through B2B brand case studies
Registration and complete B2BMX conference details are available on the official event website.
The post Embracing Interactive Content: 19 Statistics Every B2B Marketer Needs to Know appeared first on Online Marketing Blog - TopRank®.Read More »