The Nifty hit a new record of 10,150 points in trade today, tracking firm cues from Asian peers, amid sustained buying by retail and foreign investors. On the sectoral front, all the indices were trading in green, barring pharma stocks,

Epic Games finally made it's one of the most famous battle royal games Fortnite available on Google Play Store. Earlier, Epic Games denied launching the game on the platform due to the 30 percent cut which Google keeps from all the

The shares of private lender, Kotak Mahindra Bank surged over 5 percent, hitting 52-week high, on the Bombay Stock Exchange (BSE) amid spurt in volume trade after the lender reported 15.1 percent year-on-year growth in terms of net profit at Rs

Shares of Bank of Baroda continued its losing streak on Thursday and dipped over 2 per cent on the Bombay Stock Exchange.The traders reacted to Central Bureau of Investigation (CBI) report which stated that it had registered four more cases against

The country's third largest bank surged to its six-month high in morning trade after clarifying to the stock exchanges that it had made full disclosures of its bad loans and accounting policies. The share price of ICICI Bank advanced as much

Stocks of aviation companies plunged in morning trade on Thursday after an increase in their import duty burden. The government on Wednesday night introduced a 5 percent basic customs duty on aviation turbine fuel (ATF) that is used to fly airplanes

Indian stock markets have been seeing many of its stocks, especially those of the banking and finance companies bleed this week. While BSE's Sensex opened at 36,495 points on Friday, NSE's Nifty started below its 11,000-mark at 10,993 points. In morning

In a report titled "The Fed can't print gold," commodity analysts at the Bank of America Corp raised their bullish stance on the yellow metal, saying that it could hit $3,000 an ounce within 18 months. The bank's previous 18-month target

Mohanlal, the complete actor of Malayalam Cinema and his beloved wife Suchitra Mohanlal have completed 32 years of marital bliss today. The couple had a quiet celebration for their 32nd anniversary in quarantine, as the country has been currently observing all

Rakshit Shetty who was busy shooting for 777 Charlie is currently homebound like the rest of us due to the COVID-19 lockdown. However, the Kirik Party and Avane Srimannarayana star, in a recent interview with the Metrolife revealed his childhood memories

Rakshit Shetty seems to be making the best use of his time amid the COVID-19 pandemic and nationwide lockdown. The actor, writer-director is currently busy scripting for his ambitious project, Punyakoti.   Rakshit told the New Indian Express, “My focus has

With an incessant array of films being telecasted on mini-screens amid lockdown, picking one among them can become overwhelming. We are talking about the telecast of movies on mini-screens on week 17. Vishwak Sen and Ruhani Sharma-starrer Hit, has topped the

Actor Chitrangda Singh believes it is important to focus on the mental health of women during the lockdown and the whole family needs to come together to help her. The actor also urged women to not push themselves too hard to

Actor Chitrangda Singh believes it is important to focus on the mental health of women during the lockdown and the whole family needs to come together to help her. The actor also urged women to not push themselves too hard to

The stock movement shows strong momentum with price above short, medium and long term moving averages.

The most active stocks in terms of volumes included Vodafone Idea, Laurus Labs, RBL Bank, State Bank of India, YES Bank, IndusInd Bank, ICICI Bank and Reliance Industries among others.

Having an emergency corpus and a health cover is critical

The moves reflect the reality that no one is sure how the coronavirus pandemic will evolve. But even after the coronavirus no longer requires it, working from home is likely to retain a significant presence in corporate life

The BSE Midcap index was down by 1.7 percent, while the Smallcap index fell 1.4 percent.

Profit booking hit D-Street at higher levels as concerns over muted earnings, impact of extended lockdown and rising COVID-19 cases weighed on sentiment.

Markets witnessed a bounce back from the bottom over-optimism on relief measures introduced by government but continuous rise in COVID-19 cases and bad earning season weighed on the sentiments.

The continued lockdown and travel restrictions in India to contain the Novel Coronavirus (COVID-19) pandemic has impacted diverse sectors of the economy, and Aviation industry is one among the severely hit with all commercial passenger flights being suspended since March 25

Sobhita Dhulipala's Instagram feed is lit up with perceptive photoshoots. She looks striking in each picture of hers and particularly her sarees looks are what we find the most interesting. Sobhita has sported sarees on a number of occasions

Argentina will keep pushing for talks with creditors even as a deadline for its $65 billion debt restructuring proposal passed on Friday with little sign it had the support needed from international bondholders to unlock a comprehensive deal.

The U.S. government reported more catastrophic economic fallout from the coronavirus crisis on Friday as the pandemic pierced the very walls of the White House and California gave the green light for its factories to restart after a seven-week lockdown.

While their importance pales in comparison to many other things taken away by our society’s ongoing lockdown, I do find myself missing sports. Going without them during a difficult time causes me to appreciate the comfortable routine and reliable distraction they provide all the more.

Those who know me will not be surprised to learn that I’m longing for baseball especially — everything from strikeouts and singles to slides and steals. But there is no part of the game I miss more than home runs.

Home runs are among the most satisfying individual achievements in sports. When a batter goes deep, he takes care of everything, going from home plate to home plate and putting a run — or more — on the board single-handedly. It is the literal representation of “covering all your bases.”

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With baseball and many other cherished forms of entertainment amiss, content marketers can help fill the void by focusing on experiential content, which is characterized by its ability to pull in a user through immersive, interactive, impactful elements. These kinds of deeper digital experiences are also more valuable from an engagement and awareness standpoint, at a time where in-person events are off the table.

“Because people are figuring out how to thrive in an almost entirely online world, their expectations towards a brand's digital experience [are] also changing. It's no longer about clicks, downloads, and impressions,” writes Diginomica’s Barb Mosher Zinck in recapping Mark Bornstein’s chat from the Discover Martech Virtual Event last month. “It's about engagement. It's about experiential marketing.”

With this context in mind, how can marketers hit a home run with experiential content, covering all the bases for both their audience and their business?

Covering Every Base with Experiential Content

Reflecting the baseball diamond, I see four key aspects of knocking it out of the park with experiential content, at a time where doing so might be especially beneficial for marketers.

Base 1: Entertaining and Effective

The proverbial square one (or first base, in this case) is that experiential content needs to be compelling and engaging. If you aren’t getting someone’s attention and piquing their interest quickly with the content, you’re out before you’ve left the batter’s box.

Technology is always offering new ways to increase the allure of experiential content, including tools like virtual reality, augmented reality, feature integration, and interactive functionality. Small touches like the animations and clickable elements in TopRank Marketing’s Break Free of Boring B2B infographic, for example, can go a long way. The more you bring the user into the experience and make them feel like part of the story, the more successful your content will be.

It’s not just about the entertainment factor. That second word — effective — is equally important, if not more so. Your content should effect the person consuming it, be it emotionally or attitudinally. Ideally, the person consuming this experience will feel something, and come away thinking differently about its subject.

Once you accomplish this, you’re rounding first base and heading into second.

[bctt tweet="“If you aren’t getting someone’s attention and piquing their interest quickly with the content, you’re out before you’ve left the batter’s box.” @NickNelsonMN" username="toprank"]

Base 2: Educational and Informative

Most marketing content is designed to inform in some way, satisfying the curiosities of its audience while intertwining a distinct point of view. The experiential dynamic is particularly valuable for this purpose. As the old saying goes: “Show me and I’ll forget. Teach me and I may remember. Involve me and I’ll learn.”

AT&T is one example of a company that’s using emerging experiential technologies for employee training purposes, taking advantage of the heightened ability to make information stick. As you plan a content marketing initiative, think not just about ways to entertain your audience, but also ways to memorably imprint the messages and revelations you want them to take away.

By this point, you’re already halfway home.

Base 3: Collaborative and Orchestrated

Hey, there’s nothing wrong with a solo home run. But the feat is far more exciting when there are runners on base to drive in. Teamwork comes into play in multiple ways when it comes to maximizing the value of experiential content.

via GIPHY

First and foremost, your efforts should be strategically orchestrated throughout the organization. While marketing drives the bus, plenty of others ought to be riding along. By nature, experiential content is intended to address a nonlinear customer journey in which B2B buyers average 17 meaningful interactions on the way to completing a purchase (per SiriusDecisions). How do all those interactions come together around your experience in a consistent, unified, personalized way? How will you ensure that every customer-facing function is aligned?

Secondly, there is the importance of collaboration within the marketing department itself. Generally speaking, a great piece of experiential content is shaped by many different talents and skills: writers and strategists shaping the content, designers and artists bringing it to life visually, search and social specialists making it easily discoverable, etc.

And finally, there is the influencer aspect. While not always a fit, influencers can usually power up experiential content in profound ways:

• Adding unique insight and perspective from their expert point of view
• Bringing built-in credibility and trust with their own established audiences
• Amplifying promotion of the content through their own networks

One example of interactive influencer content in action can be found in the self-guided experience around AI and finance that TopRank Marketing put together with Prophix. The asset beat engagement benchmarks by 642%.

[bctt tweet="“Great experiential content is shaped by many different talents: writers and strategists shaping the content, designers and artists bringing it to life visually, search and social specialists making it easily discoverable.” @NickNelsonMN" username="toprank"]

Bringing It Home: Impactful for the Business

The three components above all focus on making experiential content valuable to the audience. This is a worthy point of emphasis, since strengthening relationships and building trust are essential objectives for modern brands, especially in our current climate.

But of course, investing the time and resources into creating a high-caliber content experience also needs to be justified by bottom-line business impact. The good news is that bringing users into the experience lends itself to driving action; for example, statistics show that interactive content generates twice the conversions of passive content.

At all comes back to the overarching strategy. What specific business results are you hoping to achieve? How will you facilitate them in a user-friendly way that nurtures trust and builds momentum in the customer journey? Which other tactics will support these goals?

It’s important to think about setting up positive outcomes beyond the direct conversion. A person interacting with your content may not be inclined to fill out a form at that moment, but if they remember the experience, and the way it altered their thinking, and it brings them into your marketing funnel weeks or months later, that’s a win. This reinforces the value of getting it right with items one and two on this list — effect and educate.

Make Your Experiential Content Campaign a Round-Tripper

We may not have sports, but we still have sports metaphors. I’ll keep seeing to that. And the home run serves as a perfectly fitting allegory for experiential content, which can produce so much value for a brand on its own, with one swing of the proverbial bat.

When you combine immersive entertainment with memorable learnings, collaborative clout, and measurable business impact, you’ve got yourself a marketing moonshot. All that’s left at that point is the bat flip.

via GIPHY

For more practical tips and guidance on this subject, I encourage you to check out Joshua Nite’s recap of the B2B Marketer’s Journey To Experiential Content presentation from B2B Marketing Exchange in February.

The post How to Hit a Marketing Home Run with Experiential Content appeared first on Online Marketing Blog - TopRank®.

Tara Reade, the woman who alleges Joe Biden sexually assaulted her in 1993, said in a video interview on Thursday that he should withdraw from the White House race. Gloria Tso reports.

Welsh mezzo-soprano Katherine Jenkins will stream a concert from an empty Royal Albert Hall on Friday evening, as locked-down Britain marks the 75th anniversary of "Victory in Europe" Day.

Before she was laid off from her bartending job in Charleston, South Carolina, Shana Swain used to spend her nights serving food and mixing Manhattans and Cosmopolitans.

The U.S. government reported more catastrophic economic fallout from the coronavirus crisis on Friday as the pandemic pierced the very walls of the White House and California gave the green light for its factories to restart after a seven-week lockdown.

Before she was laid off from her bartending job in Charleston, South Carolina, Shana Swain used to spend her nights serving food and mixing Manhattans and Cosmopolitans.

The U.S. government reported more catastrophic economic fallout from the coronavirus crisis on Friday as the pandemic pierced the very walls of the White House and California gave the green light for its factories to restart after a seven-week lockdown.

Welsh mezzo-soprano Katherine Jenkins will stream a concert from an empty Royal Albert Hall on Friday evening, as locked-down Britain marks the 75th anniversary of "Victory in Europe" Day.

Welsh mezzo-soprano Katherine Jenkins will stream a concert from an empty Royal Albert Hall on Friday evening, as locked-down Britain marks the 75th anniversary of "Victory in Europe" Day.

Kenya and Uganda were hit by power blackouts on Saturday, and Kenya Power said the outage on its grid was caused by a fault on a high voltage line but that it had restored supply to most parts of the country.

India is scheduled to take on Australia in four Tests, three ODIs and three T20Is from October. However, the hosts are likely to ask BCCI for a five-match Test series.

Pandit Harish Brahmbhatt chanted 'Shanti Mantra' at the invitation of President Donald Trump.

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[New York, NY] : Apress, [2019]

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