United States

Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

How many sales kits or pricing sheets do you receive from vendors every week? I’m guessing that you get at least one. And I bet you trash most of them before reading them, if you’re anything like me.

This behaviour points to a huge problem, one we marketers don’t really like to talk about. When we think about improving our content creation efforts, we usually focus on top-of-funnel assets—the “editorial” content that’s fun and sexy. This is the content we get excited about, the content we add to our CVs and LinkedIn profiles, the content we win awards for.

What we don’t get super excited about is sales enablement content. Yes, we create it, because our sales teams need something to support their efforts. But whenever a sales asset request crosses our desk, we groan a little inside. We think: “Another sell sheet? Really? Didn’t we just create one of those a couple of months ago? Ugh.”

Part of why we think sales content is “boring” is because we’re still using the same formats marketers were using back in the late ‘90s. PowerPoints and PDFs have been around for ages. They’re not very exciting. Yet we continue to create the same old sales assets the same old way, year after year. No wonder we’re bored!

Now think about your content marketing program. Aren’t you developing awesome, exciting stuff like videos, microblogs, infographics, GIFs, and interactive content? So why aren’t you using those formats for sales enablement? It’s time to rethink your content at every stage of the sales cycle - not just at the beginning.

Interactive content can be a really powerful tool to draw in prospects, educate them on your products or services, and help them make a purchase decision. Let’s explore how you can use interactivity to create more compelling, effective assets all the way down the funnel.

We’re already seeing a lot of interactive content development for lead gen content marketing pieces. A few common use cases include:

Digital publishers are really raising the bar on what constitutes an “article,” and marketers should be following suit. For example, Mashable has started to add interactive elements like infographics and quizzes to their editorial content.

Instead of gating static, boring PDFs for lead gen, businesses are investing in rich, interactive eBooks to entertain and educate their prospects. Content marketing leaders such as NewsCred are creating interactive guides and other long-form pieces for just this purpose.

Infographics are a great way to educate your market and drive lead generation; interactivity can really help to bring your data to life. For example, in this interactive infographic, Salesforce tells a compelling story about wearable technology and has clear CTAs to download the full report.

Some assets like lengthy research reports may not lend themselves to an interactive treatment. However, you can make your landing pages a lot more interesting by incorporating interactive elements like animations or clickable graphics that give a small preview of the full piece.

For lead nurture, you can use interactive content to address your prospects’ key pain points and propose solutions that tie into your business’s offerings. In addition to the content types mentioned above, a few other ideas include:

Educate your audience on a topic relevant to their industry and share your stance with an interactive whitepaper that really makes your message stand out.

Small, interactive microsites can help provide more in-depth coverage on a topic without requiring custom coding or testing to make sure it works across browsers. This jetpacks microsite from HP is a great example.

A fun quiz can be a great way to engage with leads. With a “personality” style quiz, you can also learn more about your audience’s traits or preferences based on their answers, further informing your sales process.

Interactive content can be an effective way to gauge whether a lead is interested in you and qualified to be a customer.

Sure, you have a company website that explains what you do, but a high-level interactive product overview can be a nice asset for leads to share with their teams before a demo.

If you have a complex lead qualification process, it can save your sales team time to pre-score leads with an interactive assessment that gets some of the standard questions out of the way ahead of time.

For highly technical or big-budget products or services, an interactive buyer’s guide can help leads dive into the details of what your company has to offer. This interactive brochure from MINI is one way to approach a buyer’s guide.

Explore your value propositions and solutions based on the prospect’s specific needs using interactive presentations and examples.

Instead of using a boring PowerPoint or Keynote deck in your initial demo call, create a dynamic interactive product demo that seamlessly pulls in rich media to help you show off your offerings.

Show how other customers are using your products or services in real life with an interactive roundup that provides dynamic examples your prospects can relate to.

The moment when your buyers are shopping around for alternatives—and trust me, everyone shops around—is the moment when you most need to prove that your solution is the best one. Interactive content can help you make your point in a dynamic, unique way.

A PDF really can’t capture the excitement of happy clients or bring their story to life. With an interactive case study, you can include sound clips, video footage, and interactive stats to really wow potential customers.

If budget is an issue, an interactive calculator can be a great way to prove the payoff of using your product or services by showing the expected ROI.

We’ve all created competitive grids before, whether for internal use or for distribution to prospects.

With a little interactivity, you could make something a lot more powerful that really drives home how your tool is better than your competitors’.

Clinch the deal by providing all information and terms needed to close a deal—without sending over the usual boring documents.

Your sales team probably has a list of common questions prospects ask during the final stages of the sales cycle. Instead of having a long, tedious web page, create an interactive FAQ that makes it easy for people to jump to the answers they care about. You can even include short how-to videos for really important or complex questions.

Help your budget approvers figure out exactly how much your products or services will cost based on the plan they’re interested in with a dynamic pricing calculator.

A sales proposal should be easy to read, review, and share so that all team members feel good about the investment. An interactive proposal can help secondary approvers get a quick overview of what it is the team wants to buy and why it’s worth the investment.

Interactive content can help you foster richer interactions with leads at all stages of the purchase funnel. Hopefully, these examples and ideas will help you get fired up about creating some new, not boring assets to help your sales team convert prospects into customers!

This article was written by Ashley Taylor Anderson from Business2Community and was legally licensed through the NewsCred publisher network.

Content Marketing

Interactive Content for Every Stage of the Sales Cycle

Interested in learning how Meltwater can help you? Fill out the form to learn more.