As the digital evolution continues, companies in a variety of industries are seeking creative and new ways to engage talent. Increased mobile connectivity and the growth of social media has changed the way businesses communicate with their modern workforce, creating unique opportunities to influence, educate, and inspire.
Whether it’s recruiting new talent, educating employees, or communicating with a global leadership team, it all circles back to the company story. Interactive video takes engagement to the next level by enabling elements of storytelling and gamification to drive desired outcomes.
The interactive advantage, as we like to call it, is critical to effectively communicating with today’s evolving, digitally-savvy workforce because it provides an authentic way to truly connect with talent for recruitment, training, and professional development.
We created an interactive video to help us explain how new content technology can help you engage your audience by empowering them with choice. In “The Interactive Advantage for Talent Management” video, you’ll learn how interactive video can…
Good content starts with understanding your audience and personalizing the experience to match their unique interests. But how is this achieved? It starts with the content itself. Personalized, engaging, interactive content enables a customer-centric experience while capturing content analytics and insights that allow marketers to further optimize the content experience.
Our recent survey of 500 marketers reveals the key to creating good content.
Here’s what they said:
- 76% say the key to good content is making it engaging
- 55% say it’s personalizing it for different audiences
- 26% say it’s making it measurable beyond clicks and views
Let’s take a closer look at these three key areas…
The “rules of engagement” have changed, and marketers are struggling to adapt to an evolving content landscape. Creating one-size-fits-all content and distributing it across channels is no longer a viable strategy for driving personalization, meaningful customer connections, and, as we’ve discovered, it also doesn’t drive the metrics that marketers direly need.
We recently surveyed over 500 marketers to understand how they’re approaching content personalization and where they’re struggling with content measurement as the digital marketing and content technology ecosystem continues to evolve.
Personalization of content at the point of creation is playing a significant role in engaging audiences, but effectively executing content strategies can be costly and difficult to measure. Marketers have traditionally relied on automated distribution technologies as a proxy for personalization, but they’re still struggling to measure audience engagement beyond the initial point of consumption.
“Measuring Content Performance,” the second survey report in our “Future of Content” series, shows marketers have a tremendous content measurement problem rooted in the wrong distribution technology.
This article was originally published on Marketing Land on March 24, 2016.
When it comes to creating engaging video content and optimizing the connection with your target demographic, brands need to have a clear video marketing strategy in place from the get-go.
Goals must be defined, and your audience needs to be identified. Key performance indicators (KPIs) should be clarified beforehand, with a call to action front and center.
But there’s more to successful video marketing than just these basic guidelines. There are also moving parts at play that can greatly affect your video’s ability to deliver for your brand.
Here are seven common pitfalls for marketers developing their video content — and how to sidestep them…
This article was originally published on Business2Community on March 10, 2016.
Interactive video is an innovative approach to marketing that can increase audience engagement, especially among millennials. Major brands like Toyota, Warner Bros. Pictures, and Deloitte are beginning to catch on, dipping their toes into the sea of possibilities this technology represents.
Still, many in marketing and advertising remain in the dark about the opportunities interactive offers and how to best leverage its capabilities, including data and customer insights. Although interactive video is getting easier to create, marketers and advertisers still struggle to understand how it works and how they can leverage it for their brands.
Should interactive video be part of your strategy this year? And if so, what do you need to know to reach your goals? Here’s a guide to what marketers and advertisers need to know about interactive video trends in order to take the plunge.
Rapt Media CEO and founder Erika Trautman recently sat down with Forrester Research principal analyst serving Jim Nail to discuss the influence of emerging content technologies on personalization, consumption, data, and ROI, and the shifting content marketing landscape.
In the interactive interview, Erika and Jim cover a wealth of topics from why consumers’ self-guided discovery of content matters to how technology is changing online video consumption to the challenges marketers face with content creation and measurement. Here’s a look at the five areas they discussed:
1. Content tech vs ad tech: The complexity of the content ecosystem and the growing tension between content and advertising
Shifting from traditional advertising to content-driven marketing requires a balancing act. Even though advertising is still the primary way consumers find out about brands, products, and services, they don’t exactly trust those messages like they did in the past. Now, consumers have more control and can discover information on their own.