Vicky Reddington, Nick Mason, Adam Greener
Visuals and interaction are the key pillars to making good content, according to Nick Mason, CEO and founder of Turtl.
Imagery speaks to our primitive brain, with up to 90% of brain power taken up by visual activity.
It’s not uncommon for online content to be unbroken scrolling text, he said, but when done right, contextual images improve reader retention of content by 6.5 times.
Interactive content is 45% more effective. To actively engage readers, people need to experience a feeling of competence, that they understood something and are smart, said Nick.
They also need to feel content relates to them and they have autonomy while not being dictated to. The perfect example of this is a quiz, which The New York Times found to be its most popular piece of content in years.
By combining visuals and interaction in your content, you can more than double your average read times and increase your reach by more than 50%.
Online articles with strong use of imagery get 94% more views, while being 43% more persuasive in their message.
Vicky Reddington, co-founder at Amplified Group, has sat on both sides of the sales and marketing divide. During her presentation at B2B Marketing’s ABM Conference, she shared how to align and unite the two teams.
She believes productive conflict is much better for teams and their company than artificial harmony. When people shy away from honest conversation in favour of keeping the peace those underlying issues are never resolved.
During his presentation on applying the human touch to ABM, Adam Greener, head of strategy and ABM Lead, at Enigma Marketing Services stressed that: “Only great relationships deliver great results”.
He argued the importance of “reflecting the world of the customer back to them,” and how ABM enables you to do that.
It’s all about understanding the customer on a human, personal level. That in turn is about applying emotional interpretation to the numbers. "Data is inhuman whereas ABM is about human-to-human connection,” said Adam. “Essentially, data means nothing, you need the insight that comes from it."
“Successful ABM programmes start with an informed, unbiased view of accounts able to generate sufficient value to deliver a return on that investment – and too many fall at this first hurdle.”
Marcus Hiles, client services director, Enigma was quoted as saying in The 2018 account-based marketing census.
“Marketers must be actively involved in account strategy and selection from day one. They must understand and manage stakeholder expectations and ensure that the requisite processes, resources and skills are in place to execute and measure ABM effectively.”