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The Interactive Content Playbook

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The Interactive Content Playbook

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GET YOUR PLAYBOOK TOGETHER FOR IMPROVING ENGAGEMENT AND CONVERSION.

You’ll know why, when, what and how to deliver useful, measurable and meaningful content to prospects and customers.

This Slideshare answers questions like:
Why interactive content?
What types of interactive content are right for you?
How much do you need?
When should you use it?
How do you measure it?
How can it accelerate sales velocity?
What team do you need?
What roles do they fill?
How do you get started?

Get your playbook together for improving engagement and conversion.

GET YOUR PLAYBOOK TOGETHER FOR IMPROVING ENGAGEMENT AND CONVERSION.

You’ll know why, when, what and how to deliver useful, measurable and meaningful content to prospects and customers.

This Slideshare answers questions like:
Why interactive content?
What types of interactive content are right for you?
How much do you need?
When should you use it?
How do you measure it?
How can it accelerate sales velocity?
What team do you need?
What roles do they fill?
How do you get started?

Get your playbook together for improving engagement and conversion.

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The Interactive Content Playbook

  1. 1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your Interactive Content Playbook
  2. 2. What Is Interactive Content? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  3. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted by the interaction of the visitor. Think: Quizzes, calculators, configurators, assessments, interactive white papers, etc. Interactive content: Browser-based digital content experiences designed for visitor participation
  4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “The writing is on the wall: interactive content is the future of content marketing.” -buzzstream.com
  5. 5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Yes, but does YOUR organization need interactive content?
  6. 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Assess your content maturity How would you characterize the nature of your content? all passive some interactive extensive interactive How effective is your content at educating your buyer? not at all somewhat very How effective is your content at differentiating your brand? not at all somewhat very How effective is your content at getting shared socially? not at all somewhat very How effective is your content at converting your visitors? not at all somewhat very How effective is your content at generating organic traffic? not at all somewhat very How would you characterize your content measurement? weak room for improvement strong Are you able to surface content consumption & outcomes to sales in a meaningful, contextual way? not at all somewhat yes How effective are you at re-using and re-purposing your content? not at all somewhat very Lots of red & yellow answers? Interactive content can help solve these challenges!
  7. 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Ok, so if you need interactive content, what kind should you launch?
  8. 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com interactive white paper or eBook interactive infographic lookbook quiz solution builder assessment configurator calculator Your white paper becomes… X X Your product brochure becomes… X X Your pricing sheets become… X Your infographic becomes… X X Your research becomes… X X X X Your product specs become… X Your solution briefs become… X X X Transform Your Static Content Into…
  9. 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 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 And Leverage Interactive Content Across The Buyer’s Journey:
  10. 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com interactive white paper 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 And Consider How You Use Interactive Content Across Your Campaigns And Types Of Traffic…
  11. 11. Ok, But How Much Effort Should You Invest In Interactive Content? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  12. 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 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 More green=more potential value!
  13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 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!
  14. 14. So, What Process Should You Follow, And What Team Do You Need? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 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 Interactive Content Project Plan
  16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Background ✓ Source content ✓ Traffic ✓ Success measurements ✓ Technical considerations ✓ Samples/examples Details ✓ Overview ✓ Content outline Data flow ✓ Marketing insights ✓ Sales insights ✓ Data hand off Next steps Additional opportunities
 Step 2, The Concept Brief Is The Key To Success! It’s A Narrative For All Stakeholders To Review, Before You Create/Launch.
  17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com And Step 3, The Interactive Wireframe Helps Ensure The User Experience Is Nailed Down Before Design And Content Are Added. Creating An Interactive Wireframe Speeds Up The Process And Helps Ensure There Are No Surprises Along The Way. interactive wireframe final content experience
  18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com brainstorm concept brief interactive wireframe design & build QA launch promote measure Marketing manager Project manager Content marketer Copywriter/ editor Web developer Web designer Web analyst Consider The Roles You Will Need To Fill By Your Team Before You Start…
  19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com brainstorm concept brief interactive wireframe design & build QA launch promote measure Marketing manager Web designer Web analyst But This Might Be A More Realistic View For Many Organizations Where The Marketing Teams Wear Many Hats!
  20. 20. Ok, So What About Interactive Content Measurement? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Use Behavioral Tagging To Gain Insight Into What Content Your Visitors Are Consuming
  22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1+ 1+ 1+ 1+ 1+ Increment A Point Each Time Your Visitor Takes Any Action Inside The Interactive Content Experience
  23. 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com And Then Surface That Engagement/Content Consumption To Your Sales Team!
  24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 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
  25. 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thanks! Learn more about how we can help you rapidly deploy effective, engaging interactive content. Sales: 561-235-7474 info@ioninteractive.com

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