How does interactive content contribute to your revenue goals? Download this presentation to find out: A leading expert's take on using content marketing to drive leads and revenue; An overview of the six stages that make up interactive content success; How you can better target customers in all stages of the journey; and 3 customer examples that showcase revenue generation with interactive content.

1. Subhead
Driving Revenue with
Interactive Content
Better content, qualified leads, higher sales =
more revenue
ion “Better” Series

2. Presenters
Israel Pagan Jr.
Senior Marketing Manager
ScribbleLive
Donald Adetoye
Senior Account Executive
ScribbleLive

3. Subhead
Kicking It Off
The ion “Better” series

4. Tweet Us
@scribblelive
#betterseries

5. Please check your email within 24-hours for links to the slides of video of today’s
presentation. You can also visit YouTube.com/ioninteractive for all of our videos
from the “Better” Series.
Yes, Slides Will Be Distributed

6. 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 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…

7. Time for a Poll!

8. Revenue-growth companies
are over two times more likely
to be very effective at
educating the buying audience.
Source: Demand Metric, “Content Experience Impact and the Buyer’s Journey,”
2018.
2X

9. Just 11% of study
participants report that
they are “very effective” in
educating the buyer.
Source: Demand Metric, “Content Experience and the Buyer’s Journey,” 2018.
11%

10. 60% of organizations that
report using interactive
content are ahead in
measuring content
effectiveness, compared
to 25% for organizations
with mostly passive
content.
Source: Demand Metric, “Content Experience and the Buyer’s Journey,” 2018.
60%

11. How is interactive content
contributing to your revenue?

12. 74% of companies that
weren't exceeding revenue
goals DID NOT know their
visitor, lead, MQL, or sales
opportunities.
Source: Hubspot, Marketing Statistics, 2018.
74%

13. • Have buyers reveal themselves early in
the journey.
• Produce content that is very interactive
and highly engaging.
• Have measures of both engagement and
how content influences awareness or
consideration.
Revenue Growth Companies
Are More Likely To…

14. 4 Benefits of Using Interactive
Content for Awareness
• Benefit 1: Increase Site Retention -
Interactive content increases the amount
of time users spend on your site. For
example, with an interactive quiz, users
typically spend an average of over 4
minutes on your web page. That
outperforms almost all other content
formats.
• Benefit 2: Increase Referral Traffic from
Social - People like to share, and the right
piece of content can contribute to a spike
in traffic to your site.

15. • Benefit 3: Track Performance & Gather
Insights - With data points built in to your
interactive content, you can measure
every aspect of your brand awareness
campaign, including the number of
views, engagement rates, drop-off
points.
• Benefit 4: Marketing Automation
Integration - Interactive content
platforms can integrate with your existing
systems to track awareness
performance.
4 Benefits of Using Interactive
Content for Awareness

16. A Tip on Creating
Better Content
Content Strategist Tip: Before you start
writing, get to know your audience and
understand their needs.
Once you’ve decided on the information
you want to convey and campaign goals—
whether it be lead generation or awareness
—select which stages of the buyer’s journey
you’re targeting to help determine which
interactive piece meets your needs.

17. 5 Types of Interactive Content
We Recommend
• Assessment: Designed to help your
audience identify their pain points and
see the your company as the solution
while still providing value and
recommendations along the way.
• Infographic: Great for top of funnel,
these long scrollable pages can feature
animations, simple quiz questions,
reveal tiles, and more.
• eBook: These multi-page interactive
experiences scream engagement with
copy, imagery, and interactive elements.

18. • Quizzes: Lighter than assessments but
still just as effective, often used to trigger
brand education or entertainment while
capturing user insights.
• Calculator: Often used to show potential
savings these are great tools for the
consideration stage when your audience
is ready to make a decision. This is
where you can provide a measurable and
honest savings on how your product can
save them time or money.
5 Types of Interactive Content
We Recommend

19. Just 5% of content
produced receives
90% of engagement.
Source: Harvard Business Review, 2018.

20. What Can Interactive Content
Do for Engagement?
Benefit 1: Repurpose Your Static Content
By transforming static content into an
interactive piece, you’re fostering
engagement, which makes your audience
feel involved. And an involved audience is a
converting audience. And converting means
revenue.
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.

21. Benefit 2: Engagement Measurement
Interactive content has the built-in
capability to test and measure your
audience’s engagement. Quiz questions
are a great example of data-collection
points.
TIP: Use engagement points to your
advantage. In an interactive experience,
did the user complete the form? Download
the eBook? Engage with multiple quiz
questions or information reveal tiles?
What Can Interactive Content
Do for Engagement?

22. An Expert Tip on
Creating Better Leads
“Before someone clicks on a call-to-action,
there is a split second of anxiety. Will they
get back to me? When? Who will be in
touch?
You can address this with one, simple visual
element. Put a face next to the call to
action. It humanizes the website, yes, but it
also answers a question. Who am I really
contacting? Combine faces with CTAs and
watch your conversion rate jump.”
—Andy Crestodina, CMO and Co-Founder, Orbit Media

23. A Tip on
Creating Better Sales
Armed with rich insights directly from your
interactive experiences, your sales team
can easily review a prospect’s need, quiz
results or solution selection where they
clicked through in an experience, or
answers to assessment questions.
A Sales-Marketing Alignment Tip:
Consider creating specific interactive
pieces for sales enablement. Sit down with
your sales team and ask them about the
conversations they’re having. What are
buyers looking for, and what content pieces
will serve to solve those problems most
effectively?

24. •APPROACH:
Transform bulky shipping information into attention-
grabbing, top-ranking content that kept their
visitors on the page.
•CONTENT TYPE:
Six embeddable interactive experiences including
assessments and interactive calculators.
•REVENUE SUCCESS:
- 82% increase in month-over-month revenue
- 151% increase in Freight Box shipments over
six months.
Example:
FedEx

25. Example:
Dell
•APPROACH:
Leverage campaign landing pages for lead capture
forms and microsites.
•CONTENT TYPE:
Targeted interactive landing pages and microsites.
•REVENUE SUCCESS:
Increased sales opportunities by 10x in a two-year
span.

26. Example:
Key Equipment Finance
•APPROACH:
Create an interactive landing page experience
in a style that matched the existing landing
page and website.
•CONTENT TYPE:
Interactive landing pages with multiple elements.
•REVENUE SUCCESS:
36% increase in conversions in their first
interactive launch.

27. We’re at CMW!

28. ion makes you better.
better
awareness
content
engagement
leads
sales
revenue
{ScribbleLive’s
award-winning
interactive content
solutions produce
content that performs.
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29. Live Chat!
Questions? Comments?
What are your thoughts?
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