How to Make Your Content Interactive

1. How to Make Your Content Interactive

2. What should you build?  What resources do you need?  How much time should you invest?  What should you measure?  Should your content even be interactive?  What’s inside

3. What should   you build?

4. Types of Interactive Content Used Assessments …………………………………….54% Calculators .......................................................52% Contests ...........................................................50% Quizzes .............................................................48% Interactive infographics …………………….….44% Interactive eBooks ………………………………38% Interactive white papers ……………………..…27% Conﬁgurators .…………….……………..……… 26% Games ………………………………………….… 24% Wizards ……………………………………………17% Interactive lookbooks ………………………..…15% Note: Multiple Responses permitted.

5. Start with what you have that  can be repurposed interactive WP or eBook interactive infographic lookbook quiz solution builder assessment conﬁgurator calculator Your whitepaper becomes… X X Your product brochure… X X Your pricing sheets… X Your infographic… X X Your research… X X X X Your product specs… X Your solution briefs… X X X

6. Or consider the Buyers Journey early mid late ebook X X interactive white paper X X interactive infographic X lookbook X quiz X X game X X assessment X X conﬁgurator/solution builder X X calculator X X

7. Or consider your sources of trafﬁc interactive whitepaper or eBook interactive infographic lookbook quiz contests/ games assessment /scorecard solution builder / conﬁgurator calculator trade show X X X X social X X X X paid search X X X X organic X X X X X X X display X X X X 3rd party email X X house email X X X X X X native advertising X

8. Interactive Content Usage Note: Multiple Responses permitted. Landing pages ……………………………………………. 64% Social media platforms ………………………….………. 51% Microsites …………………………………..……………… 46% Blogs …………………………………………….……..…… 45% eNewsletters ………………………………..……………… 38% Corporate home page …………………………………….. 34% Paid content promotion services …………….………….18% Other places ……………………………………………….… 6%

9. https://apps.ioninteractive.com/site/solution-ﬁnder/interactive-content Use our Content Solution Finder

10. Considerations • Goals for the interactive content  • How you will measure success  • What you already have that can be repurposed  • Where in the buyers journey you are focused on  • How you will drive trafﬁc to your experience(s)

11. What resources  do you need?

12. There are only  two ways  interactive content  gets made…

13. Web developer  (Codes it)

14. Interactive content marketing software

15. Functional   Resources • Strategy (what you should   build, why, etc)  • Copywriting  • Design  • Software or coding  • Analysis

16. How much time  should you invest?

17. Consider how valuable a particular interactive content experience   is likely to be for your buyer and for your company… Will your audience find it helpful or useful? unlikely somewhat  likely very likely Will your audience find this entertaining or educational? unlikely somewhat  likely very likely Will it be the type of experience your audience will want to share? unlikely somewhat  likely very likely Will you have a clear call to action such as lead conversion, purchase or contact sales? no call  to action somewhat  likely primary emphasis on call to action Will it be used across a variety of campaigns and/or types of traffic? single campaign/type of traffic across some campaigns/ traffic yes, many campaigns/ traffic Is it time-based (usefulness will expire), or can be useful over an extended period of time? 1-3 months 3-12 months 12+ months

18. Use this matrix to determine if you should proceed, based on the intersection of effort expended to create/launch and potential value: high value mid value low value high effort (think: 5+ days of effort) yes! consider avoid mid effort (think: 2-5 days) yes! yes! avoid low effort (think: <1 day) yes! yes! yes!

19. High Value, High Eﬀort : go for it

20. High Value, Low Eﬀort: go for it

21. High Eﬀort, Low Value: proceed with caution

22. Balancing Eﬀort & Value

23. Bottom line:  Hours, days or   weeks? (it depends)

24. What should   you measure?

25. Use behavioral tagging to gain insight  into your what content your visitors are consuming

26. Increment a point each time your visitor  takes any action inside the interactive  content experience 1+ 1+ 1+ 1+ 1+ Example: Interactive Table of Contents, 50 Ways to Engage

27. Surface engagement/content consumption to your sales team

28. How are you doing with the measurement basics for your interactive content? You measure bounce rate for the interactive content experience, by traffic source and/or campaign. no yes You measure time spent for the interactive content experience, by traffic source and/or campaign. no yes You measure conversion rate for the interactive content experience, by traffic source and/or campaign. no yes You track and evaluate visitor behavior to understand what’s working, and what’s not. no yes You use engagement scores for your interactive content to understand content consumption. no yes You surface visitor behaviors, outcomes and engagement scores to sales in a contextually meaningful way. no yes

29. Measuring Interactive Content Website trafﬁc ……………………………………………………………… 49% Higher conversion rates…………………………………………..….…… 47% Social media sharing……………………………………………..…..…… 43% Time spent on website………………………………………..……..……. 41% Sales lead quality (e.g., sales accepted leads) …………………….… 40% Data capture…………………………………………………………………. 37% Sales lead quantity………………………………………………….….….. 30% Qualitative feedback from customers …………………………….……. 25% Inbound links ……………………………………………………..………… 24% SEO ranking…………………………………………………………………. 23% Sales ……………………………………………………………….……..….. 23% Subscriber growth ……………………………………………..………….. 23% Brand lift …………………………………………………………………….. 21% Purchase intent …………………………………………………………….. 16% Brand differentiation ……………………………………………..…………15% Customer renewal rates………………………………….…………………15% Cost savings …………………………………………………….…………… 6% Other methods ………………………………………………….…………….1% Do not measure ………………………………………..…………..………… 7%

30. The Process

31. Interactive Content Process STEP 1 Brainstorm  STEP 2  ConceptBrief  STEP 3 Interactive  Wireframe  STEP 4 Design & Build  STEP 5 QA STEP 6 Launch STEP 8 Review &   Measurement STEP 7 Promote

32. Should your content  even be interactive?

33. Bottom line: YES

34. Comparing interactive to passive content, interactive   content is somewhat or very eﬀective at... generating conversions 36% INTERACTIVE CONTENT STATIC CONTENT % 70% VS

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

36. Comparing interactive to passive content, interactive   content is somewhat or very eﬀective at... diﬀerentiating from competitors 55% INTERACTIVE CONTENT STATIC CONTENT 88% VS

37. Comparing interactive to passive content, interactive   content is somewhat or very eﬀective at... being shared 17% INTERACTIVE CONTENT STATIC CONTENT 38% VS

38. A Popular Approach More than half of marketers surveyed  are now using interactive content  53%

39. More On the Horizon Anticipate increase in use of interactive  content in 2016 versus 2015 75%

40. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66 AGREE% 66%

41. Interactive content provides   me with valuable ways to  repurpose my organization’s   passive content. Content Repurposing 67 AGREE% 67%

42. Non gated interactive content  can provide a “sample” of  the brand, resulting in a higher degree of lead nurturing Lead  Nurturing 75 AGREE% 75%

43. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79 AGREE% 79%

44. Interactive content can have reusable value, resulting in repeat visitors and multiple exposures Web Traﬃc 79 AGREE% 79%

45. Interactive content grabs the attention of the reader more eﬀectively than static content Attention/ Diﬀerentiation 81 AGREE% 81%

46. 50XEngagement An engaging quiz drives 50 times more participation

47. 4XConversions Purchasing power drove 4 times the number   of e-commerce conversions.

48. 7.5-10   Increase in   Leads through education % Interactive White Paper

49. 36Increase in   Conversions 21Increase in   Site Visits % %

50. I prefer more interactive/visual  content that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey 91% Interactive content is what buyers want…

51. Reasons Interactive Content Used   in Content Marketing Educating the audience ……………………….………… 75% Engagement ……………………………………………….. 59% Lead generation/top of funnel …………….…………… 58% Create brand awareness …………..……………………. 57% Conversion………………………………………….……… 49% Social media/community engagement ……….………. 41% Lead nurturing/mid-funnel ……………………….…….. 33% Customer retention/loyalty………………..…….………. 31% Storytelling ………………………………………..……….. 31% Sales/sales enablement ………….…………….….…….. 28% Other reasons ……………..………………………..…….… 4% Note: Multiple Responses permitted.

52. Quite simply, it’a not a question  of whether companies should use  interactive content but rather  how soon they should start. “ ”~ Content Marketing Institute

53. ion Capabilities Create any type of responsive, data-driven interactive content experience  Reduce time to market using our pre-built quick start,templates, or start from a blank slate  Go live right inside the platform, using your customized, branded URLs Conduct real-time A/B testing to improve results View real-time analytics on performance and measurement Surface individual buyer insights to sales Integrate with your CRM, marketing automation and more

54. info@ioninteractive.com atalerico@ioninteractive.com twitter: @annatalerico Let’s connect

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