Customer Inspiration
Business Insider
Skye Gould
Senior Graphics Editor Business Insider
As the Senior Graphic Editor, Scout runs the Graphics and Photo teams on Business Insider's editorial side. Her team is responsible for creating: Daily data visualizations (charts, maps, graphics, interactives, etc) Story art Original photography Larger sponsored content stories and series Her team is a small but mighty team of 6 creatives who create content for over 300 journalists every day.
Insider Studios Paid/sponsored content Large, more traditional Ceros experiences
Editorial Smaller, embeddable elements for traditional story posts Editorial sponsored content Interactive maps, charts, flowcharts, quizzes, etc.
Embracing Experiential
The Value of Ceros
What Led your team to ceros?
Initiated by the Studios team in search of a solution to create beautiful, interactive stories for sponsored content beyond current site capabilities. With a subscription, the Editorial team was able to explore the platform to expand use cases.
What Problems does ceros allow you to solve?
Why Experiential
Ceros allows a small, scrappy Editorial & Graphics team to develop sophisticated, interactive data visualization. With Ceros, the Editorial & Graphics team is able to add interactivity to our vizualization much more efficiently and without requiring a developer.
Creation Process
We are able to serve our readers better by providing them more in-depth and hands-on experiences. Static visualization can be very limiting with capabilities. Ceros enables us to create content that is more functional and useful to our readers.
How does using Ceros help you to approach problems differently?
Ceros enables us to focus on the mobile experience a lot more than with our static graphics - most users are mobile! We can take more time to think about how the experience will work on mobile, as well as the most efficient way to build something against tight deadlines and frequent copy/data changes.
What changes in your workflow did you experience in your shift to Experiential/Ceros?
Static & Experiential
The Public's Knowledge of Science
Static content still has it's place Created 200+ posts in October 2019 alone
View Article
Static Quiz
experiential Quiz
Static still plays a big role in content strategy
Worked on 200+ posts in October 2019 Use Ceros to elevate specific content that static can't do justice In some cases, using Ceros to rebuild and revive older static content
Static
Experiential
Use Cases
Org Chart
Bank of America Investment Banking Top 40 Executives
Use Case
Multi-page experience Hover states & interactions allow reader to guide journey Optimized mobile variant
*Paywall
Quiz
Halloween Costume Quiz
Details [Details]
CDL Truck Driver Test
Map
Live Midterm Election Results Map
Long-form scrolling experience Complex interactive layers Synthesizes large amount of text and saves the reader from parsing through tables to find relevant information
Feature
The State of Gen Z
Single-page carousel experience Complex interactive layers Highly organized Layers panel
Timeline
Space Between Earth and the Moon
Long-form scrolling experience Pinned side navigation Continuous scrolling elevates the viewer's understanding of the message of the content
Guide Book
Everything you need to know about Curling
Finding Success
Silicon Valley Salaries
Leaked a16z Data
Generated thousands of subscribes to paid content Interactive visualization delivered on headline
Top 70 JPMorgan Executives
Generated ~1K subscribes to paid content Interactive visualization delivered on headline
What's Next
operationalizing ceros
View Experience
Identify new ways to build modules to be automatically or more easily updated
Continue to develop creative solutions to better serve complicated, ever-changing data our readers
Reasons for Change
We wanted to stand out among our competitors, and we wanted to give our marketing team the nimbleness to create content with our own resources on the team (rather than bothering other teams or hiring expensive outside firms every time).
03
Empower our team to own the creative process
Our previous approach to creating content was focused on ourselves and what we wanted to say. Ceros helped us stop and rethink our content creation mantra, which morphed into “what do we want the consumer of this content to feel/learn/experience."
02
Align marketing experience with product experience
Communicating about an interactive learning platform using static content created a natural disconnect. We needed the ability to create complementary marketing content.
01
Create content for our audience, not ourselves
Solving Problems with Ceros
Static content
[Any additional details]
[Problem 2]
[Problem 3]
[Problem 4]
04
Establishing Our Workflow
Adopting ceros
Break free from templates and start imagining for interactive
Collaborate early and often; ask questions before ideas are too firm Always have an experience in progress
challenge
approach
Adding interactive elements to static content isn't the answer Lack of resources
Struggle
Get comfortable thinking through content & design in tandem +1 Designer
solution
Operationalizing Ceros
How do we evaluate success?
We needed to get this microsite seen by target buyers, both before AND during the sales cycle, to help them understand the product a little more succinctly.
increased Exposure along the sales funnel
We wanted to give the reps a boost to accelerate conversations and capture nascent or latent demand.
Drive new demand and reinvigorate existing pipeline
Evaluating ceros
Measuring Success Based on Pre-Determined Goals
4,686
Total Visitors
367
Known Visitors
172
Target Buyers
81
Influenced Opportunities
evaluating ceros
Exposure
Demand Gen
$1.85M
Influenced Pipeline
$390K
Influenced Revenue
$12K
Cost
Beyond the Microsite
Sponsorships + Webinars
Beta Product Rollout
Microcontent
Field Marketing
Q&A
