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The B2B Marketer’s Journey To Experiential Content at #B2BMX

February 26, 2020

By Joshua Nite

Ryan Brown Ceros

What makes an experience an…

B2B Marketing Experience?

Full disclosure: I am not on the design team at TopRank Marketing.

But you know what I mean. You’ve eaten dinner at dozens, if not hundreds of restaurants in your lifetime. But there are likely one or two that stick out in your memory. What makes them memorable?

That question drove an intriguing presentation at B2B Marketing Exchange, led by four expert marketers:

B2B Content Experience Team

Short answer: What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.

[bctt tweet=”“What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.” @NiteWrites” username=”toprank”]

Case in point: The vast majority of B2B content. It’s…fine! But maybe not so memorable. 

The Five Levels of Memorable Content

Ryan observed that, when a B2B business has customers or clients in the office, we offer amazing experiences: Everything from go-kart rides to monogrammed socks. 

So why do we offer blocks of black-and-white text in a PDF to our digital customers? Not only does our static content fail to be memorable, it isn’t measurable, either. Interactive, immersive content can provide a better experience and help marketers optimize at the same time. 

According to Ryan, there are five levels of “memorability” for great content:

  1. Narrative. This is text content at its most elemental: ad copy, blog posts, stories, scripts.
  1. Visual Elements. Images, graphics, photos and videos liven up the text, but are still static assets on the page.
  1. Integrated elements. Forms, maps, chat, embedded content. This level pulls in multiple different types of content from external sources, like a lead gen form or a Google map.
  1. Interactive Elements. This type of content solicits and rewards active engagement, versus passive consumption. It can include content you click, touch, or hover over to open content paths and customize the experience.
  1. Immersive Elements. This type of content comes alive as the audience moves through it, with animation, actions triggered on scroll and click, parallax effects to give depth, and multiple layers of content.

Most B2B marketers are proficient in the first two levels, and many are getting comfortable …read more

Source:: Top Rank Blog

      

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