Tweet All images in this post are from

shamimhossain4

intelcontentClick to  Nick's ICC slides and all quotes are from his talk unless otherwise noted. Typical Marketing Approach: Single Asset Content Offer Marketers are great at creating “one and done” content, or as Nick puts it, “one and done” content. You create an offer that dangles a single content asset (whitepaper, presentation, etc.) and hopes that people will click on the offer and provide their contact information. conversion Score We will give you the content assets.


That's all. single-asset-content-offere-example This approach has some weaknesses. Content is often a dead-end asset. Where does someone go after conversion The content looks the same for each person Special Database  who clicks. There's nothing personalized about this experience. You can't measure engagement with your content — you don't even know if your prospect saw it. While “offbeat” content may capture the contact information you want to start the lead nurturing process, it squanders a huge opportunity to increase the pay per click for the prospect and your company. Are you creating “stupid” content nickedouard intelcontent Click to Tweet What's more, B2B leads rarely convert into sales. "The average end-to-end conversion rate (from initial lead to closed sale) for B2B marketers is 0.75," Forrester analyst Lori Wizdo said in a 2012 report.






The average end-to-end conversion rate for B2B marketers is 0.75 via loriwizdo forrester. Click to Tweet "If we don't know that people are engaging with the content when we hand it over to sales, sales won't be in a position to have intelligent conversations with them," says Nick. A smarter approach: content-rich (and harsh) experiences A “bindable in-session experience” provides visitors with a set of relevant content choices. Just as people binge-watch TV shows, they consume online content intensively when they are engaged. People don't wait for marketing teams to deliver content every two weeks. They stay curious for a long time and click around looking for answers to their questions without leaving their seats. As Nick says: Marketers need to do a better job of responding to this natural behavior. ESPN gets it. If they read just one and it disappears, they are not happy. They want my attention. They aggregate and promote content that is more relevant to