Deliver Engaging Buyer Content with Interactive Marketing

Deliver Engaging Content
to Your Buyers
A Tale of Two Journeys
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

What’s Inside
•The state of content marketing
•The buyer’s journey across your
content
•Static versus interactive content
•Surfacing rich content insights to
marketing & sales

Content marketing is the marketing
and business process for creating
and distributing relevant and
valuable content to attract, acquire,
and engage a clearly defined and
understood target audience – with
the objective of driving profitable
customer action.
Content Marketing Institute
“
”

The purpose of
content marketing is to
attract, acquire and engage
an audience.

What types of content
are we creating to attract,
acquire & engage our
audience?

Types of Content
Social Media Content Other Than Blogs
eNewsletters
Articles on Your Website
Blogs
In-Person Events
Case Studies
Videos
Illustrations/Photos
White Papers
Online Presentations
Infographics
Webinars/Webcasts
Research Reports
Microsites

And we’re making
a whole lot of it…

% 77
B2C 86%
B2B Marketers Marketers
marketers who use
content marketing
2015 B2C/B2B Content Marketing Trends, Content Marketing Institute

Almost half have a
dedicated content marketing group
©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom

spend on content marketing
28 %
of total marketing budget

more than half say they will
increase spending in the
next 12 months
©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom

70 %
of B2B marketers
are creating more content
than they did a year ago
2015 B2B content marketing trends, Content Marketing Institute

But Let’s
Pause
For a Moment

Clearly, we’re investing our
time, energy and resources
into content marketing.
So how’s it
working for us?

We could be doing
much better.

% 37
B2C 38 %
marketers who say their content marketing
is effective
2015 B2C Content Marketing Trends, Content Marketing Institute
Only

58 A whopping
%
say their content doesn’t create enough
opportunity for engagement Demand Metric, Enhancing the Buyer’s Journey,

% 51 B2C 49%
marketers who are challenged
measuring content effectiveness

Wait…
We’re increasing investments in
content marketing, but we’re
struggling with measuring
how effective our content
actually is?

We have reporting coming
out of our ears. But to be able
to connect all those things into
one cohesive view that connects
it to business metrics is hard.
It really is.
Gary Van Prooyen
“
”

Let’s
demystify
the measurement issue

The Problem with
Measurement
We can’t really know
more than we already
know.
1
2 What we know isn’t all
that illuminating.

We have all the data we
need to measure
content consumption
and influence

Data isn’t the missing link.
The missing link is the interaction
and experience our buyers are
having with our content.

So, let’s take
a different view of this
measurement issue.

Static content provides
limited opportunity for
engagement, insights
& effectiveness.

Interactive content
can solve for this.

Interactive content
can engage your buyer
in a radically more effective
manner while surfacing
much richer insights.

chiefmarketer.com 70 %
of buyers go through their buying journey
before talking to a sales rep

So let’s introduce you to two
types of buyer journeys…

A Journey through Static Content
• View an infographic
• Register to download a white paper
• Click through an email to download a best
practices guide
• Read a blog post
• View product pages
• Download a solution
brochure
• View the “getting started”
page
• Attend a webinar
• Watch a video

What Do We Know?
• Viewed an infographic
• Registered to download a white paper
• Clicked through an email and downloaded a best
practices guide
• Viewed product pages
• Downloaded a solution
brochure
• Viewed the “getting
started”page
• Attended a webinar
• Watched a video

Not all that illuminating, eh?

But what can a buyer’s journey look like with
interactive content?

Early Stage
A visitor clicks on a tweet and engages with an interactive
infographic. We know every element he interacts with.

Early Stage
Marketing places a cookie on the visitor
for marketing automation & retargeting.

At This Point We Know…
STATIC INTERACTIVE
We know a visitor VS
viewed the
infographic.
We don’t know if there
was any specific
infographic content
that interested him.
We know which
stats the visitor
interacted with.

Early Stage
The visitor is retargeted with specific banner ads that pick up
where his affinity for the infographic left off. He clicks!

Early Stage
He lands and engages with an interactive white paper.
We know every element he interacts with.

We Know
STATIC INTERACTIVE
We know a visitor VS
hit a landing page.
He may or may not
have converted. If he
converted, we know
he downloaded the
white paper. We don’t
know if he read it.
We know which
sections of the white
paper content the
visitor interacted with.

Early Stage
He decides he wants the PDF version emailed to him.

Early Stage
Now he converts from an anonymous visitor to Bill.

Early Stage
Bill’s previous interactions are married to
his contact information.

Early Stage
+
Bill is added to a nurture campaign.

Early Stage
Bill gets an email offering an assessment.

Mid Stage
Bill completes the assessment.

Mid Stage
Marketing is capturing key behaviors and responses.

We Know
STATIC INTERACTIVE
We know he VS
downloaded an
assessment
document.
We don’t know if he
read it or if it just sat
on his desk collecting
dust.
We know how
Bill answered each
assessment question
and his ultimate score.
We know his pains!

Mid Stage
Bill shares the insights and results with his boss.

Mid Stage
Marketing’s next nurture email to Bill is triggered
based on his previous responses.

Mid Stage
Bill clicks through and uses a solution builder.

We Know
STATIC INTERACTIVE
VS We know the
solution Bill
configured based
on his specific
situation.
We know Bill
downloaded a
product brochure
& hit a solution
page on our
website.

Mid Stage
Bill shares the solution builder results
with his colleagues.

Mid Stage
Bill bubbles up to sales as an active lead. Sales sees Bill’s
responses in the CRM and reaches out to begin a dialog,
starting at his point of interest.

Mid Stage
After their call, sales sends Bill an ROI calculator.

We Know
STATIC INTERACTIVE
VS We know Bill’s
specific ROI case.
1.
We know
Sales sent an email.
2.
We know Sales
captured call
notes in the CRM.

Mid Stage
Bill’s data is captured and surfaced to sales.

Late Stage
Bill calls his sales rep. He’s got buying questions.

Late Stage
Bill & sales discuss set up, using an implementation
configurator together.

We Know
STATIC INTERACTIVE
VS All the
implementation
details, timelines,
stakeholders,
roles input in the
implementation
planner.
We know sales
and the buyer
talked about
implementation
details.

Late Stage
Bill shares the results with colleagues.

Late Stage
Bill is thinking and planning.

Late Stage
Bill is talking with his boss about implementation details
and program goals.

Late Stage
Bill is talking to procurement and doing legwork.

Late Stage
Bill had a great content experience. He had a relevant experience
with sales. Bill gained team agreement. Bill is ready to buy!

The Tale of Two Journeys
RICH INSIGHTS TO
SURFACE TO SALES
PASS/FAIL
• View an infographic
• Register to download a white
paper
• Click through an email to
download a best practices
guide
• View product pages
• Download a solution brochure
• View the “getting started”
page
• Attend a webinar
• Watch a video
• Interact with an interactive
infographic
• Interact with an interactive
white paper
• Complete a quiz
• Register to download a white
paper
• Answer a 15-question self
assessment
• Configure a solution
• Use an ROI calculator
• Use an implementation calculator
VS

It’s hard to surface buyer
insights & meaningful digital
body language without
interactions.

What does interactive content
mean
for the organization?

Content that is
not simply pass/fail

Content that your
audience wants to
consume—that they will
engage with and use

Better engaged/educated
prospects

Sales can meet the
buyer at the point
of interest

Better sales and
marketing alignment

More
opportunities

More
customers

Content – defined as all information
components produced by marketing to
communicate ideas and transfer knowledge to
buyer and seller audiences – plays a critical role
in driving demand. But when the type of
content created does not align with buyers’
and sellers’ needs, it fails to support the
types of conversations that are required to
move the buying process forward.
Sirius Decisions
“
”

Conversion Path
How to Use
Interactive Content During
Each Stage of the Buyer’s Journey

Early Stage
Begin the dialog. Design
for content engagement.
Seek to educate.
EBOOKS INTERACTIVE
WHITE PAPERS
INTERACTIVE LOOKBOOKS QUIZZES SURVEYS ASSESSMENTS
INFOGRAPHICS

Mid Funnel
Continue the relationship.
Increasing specificity of
education. Transform
general concepts into
more concrete ones.
EBOOKS INTERACTIVE
WHITE PAPERS
SURVEYS ASSESSMENTS CONFIGURATORS CALCULATORS

Late Stage
ASSESSMENTS SOLUTION
BUILDERS
CONFIGURATORS CALCULATORS
Create a ready buyer.
Emphasis on buyer self
education. Surface deep
insights to sales.

The Bottom Line Is…
Your prospects and
customers don’t want your
content
They want answers to their
questions or new information
They want you to be useful
and helpful
They want to learn
They want something
interesting

Interactive content delivers what
your buyers want and the
measurement insights you need.

70 %
VS
%
INTERACTIVE CONTENT 36 PASSIVE CONTENT
of marketers say that it’s
effective at engaging
their audience.

Comparing interactive to passive content, interactive
content is somewhat or very effective at...
educating the buyer 93 %
VS 70 %
INTERACTIVE CONTENT PASSIVE CONTENT

differentiating from competitors
88 VS %
55 %

being shared
38 VS %
17 %

Why Interactive Content Works
So Well:
ENGAGING
USEFUL
DIFFERENTIATED
SCALABLE
EFFECTIVE
MEASURABLE

ion can help!
We help customers concept, create and launch
interactive content experiences.
www.ioninteractive.com
@ioninteractive
info@ioninteractive.com

Deliver Engaging Buyer Content with Interactive Marketing

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a Deliver Engaging Buyer Content with Interactive Marketing

Semelhante a Deliver Engaging Buyer Content with Interactive Marketing (20)

Mais de ion interactive

Mais de ion interactive (15)

Último

Último (20)

Deliver Engaging Buyer Content with Interactive Marketing