Join us for Part 3, Creating Better Engagement, to learn: - Exactly what engagement means to us, you, and your audience - 3 benefits of using interactivity to create engagement - 3 tips you need to know when using engagement within your content - And finally, engagement measurement: the who, what, and how

1. SubheadCreating Better Engagement
Gain audience insights to improve content
effectiveness.
ion “Better” Series

2. Presenters
Brittany Kerr
Customer Success Manager
ion interactive
Eric Catania
Account Executive
ion interactive

3. Tweet Us
@ioninteractive
#ionbetterengagement

4. Subhead
Kicking It Off
Part 3 of the ion “Better” Series

5. Bring your brand to life with memorable content that
cuts through clutter
Know the content that resonates with your audience
to improve campaign effectiveness and lead quality
Gain audience insights to improve content
effectiveness
Know who you’re talking to and what they need in
order to have data-informed conversations
Speed up your sales cycle with informed conversations
that convert
Better content, qualified leads, and higher sales =
more revenue
awareness
content
engagement
leads
sales
revenue
Interactive Content Funnel
ion makes marketers more effective through better…

6. “To keep it simple, I define content engagement as real
people responding in measurable ways to your content.
There’s a lot of overlap between social engagement and
content engagement, but I’m focusing on the actual
interaction with the content itself as opposed to how that
content is distributed on the social web.”
—CrazyEgg founder Neil Patel

7. How Do You Define
Engagement?
1. What audience do I want to reach?
2. How do I want to reach them?
3. What KPIs do we want to use in
those channels?
4. By adding engagement, how are
we adding value?
5. Do I have the right tools to engage,
and to measure that engagement?

8. Content Marketing
Engagement
41% of study participants report their
content doesn’t create enough opportunities
for interaction and engagement.
Source: Demand Metric. Content Experience Impact and the Buyer’s Journey. 2018, p. 31
“To gain engagement, your content
needs to combine empathy, relevance,
inspiration, and usefulness.”
— Margaret Dawson, VP Portfolio Product
Marketing at Red Hat
41%

9. Time for a Poll!

10. 66% of participants
reported having only basic
or no measurements of
their content marketing
effectiveness
Measuring Engagement: Where Do
You Stand?
78% noted that engaging the
buyer earlier in the journey is
important
Source: Demand Metric. Content Experience Impact and the Buyer’s Journey. 2018, p. 20, 36.
This lack of measurement signifies a
loss of crucial data that can be used
to inform and drive your future
campaigns.
“Without metrics, marketers can’t
build case for content marketing
which is key to more resources.”
—Content Marketing Institute

11. 3 Benefits of Using
Interactive Content to
Create Engagement
1. Repurpose Your Static Content
2. One Static Piece Can Multiply
3. Easier Testing & Measurement

12. Benefit 1: Repurpose Your
Static Content
Cost savings from having to recreate a content
piece from scratch. By transforming into an
interactive piece, you’re fostering engagement,
which makes your visitors feel involved with your
content. And an involved audience is a
converting audience.
TIP: Sit with your sales team and find out what
content pieces they use when talking to
customers or prospects. What is it about this
piece that is beneficial to their discovery,
conversions, and ultimately closing?

13. http://
anthemgroup.postclickmarketing.co
m/infographic/example

15. Benefit 2: One Static
Piece Can Multiply
TIP: Consider how you’ll add value to the user’s
journey at each stage. Is your campaign
targeting top of funnel users? Then we
recommend an infographic or quiz which is
great at cultivating awareness and engaging the
user early on.
Quiz questions in an eBook can easily be
converted into a longer assessment. This saves
you time from creating a piece of content from
scratch and allows you to test your campaign
effectiveness.

16. https://
purchasingpower.postclickmarketing.
com/autowarranty/example

17. Benefit 3: Easier Testing
and Measurement
Interactive content has the built-in capability
to test and measure your audience’s
engagement. Quiz questions in an eBook are
a great example of data-collection points that
provide rich, insightful information about the
user.
TIP: Engagement points are critical for
measurement, though drop-off points can be
just as illuminating. Pay close attention to
where the typical user has dropped off, and
use that information to create an A/B test.

18. Time for a Poll!

19. Using A/B Testing
If you’ve never used an A/B test, think
about what you want to learn about
your audience.
Once you’ve created a goal and
altered a second version of the
experience to compete, interactive
content will take care of the rest.

20. Control vs. Challenger
1.Engagement Points: What type
of feature was most successful?
2.Drop-Off Points: What type of
feature was least successful?

23. Setting Measurement
Goals
1. Form or Content Respondents
2. Lead Conversions
3. Conversion Types (PDF
download, form completion, quiz
response, button click, etc.)
4. Social Shares
5. Mobile Respondents/
Conversions

24. Live Chat!
Questions? Comments?
What are your thoughts?
@ioninteractive
#ionbettercontent #ionbetterengagement

25. ion makes you better.
better
awareness
content
engagement
leads
sales
revenue
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