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Subhead
Driving Revenue with

Interactive Content
Better content, qualified leads, higher sales =
more revenue
ion “Better” Series
Presenters
Israel Pagan Jr.
Senior Marketing Manager

ScribbleLive
Donald Adetoye
Senior Account Executive

ScribbleLive
Subhead
Kicking It Off
The ion “Better” series
Tweet Us
@scribblelive
#betterseries
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
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…
Time for a Poll!
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
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%
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%
How is interactive content
contributing to your revenue?
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%
• 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…
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.
• 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
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.
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.
• 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
Just 5% of content

produced receives

90% of engagement.  
Source: Harvard Business Review, 2018.
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.
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?
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
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?
•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
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.
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.
We’re at CMW!
ion makes you better.
better
awareness

content

engagement

leads

sales

revenue
{ScribbleLive’s
award-winning
interactive content
solutions produce
content that performs.
Marketing
SupportCorp Com
Publishers
Content Cloud
Interactive
Trends
User Generated
Social
Workflow
Visual
Live
Insights
Analytics
Sales
Live Chat!
Questions? Comments?

What are your thoughts?
@scribblelive
#betterseries #scribbleCMworld18

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Driving Revenue 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
  • 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.
  • 28. ion makes you better. better awareness
 content
 engagement
 leads
 sales
 revenue {ScribbleLive’s award-winning interactive content solutions produce content that performs. Marketing SupportCorp Com Publishers Content Cloud Interactive Trends User Generated Social Workflow Visual Live Insights Analytics Sales
  • 29. Live Chat! Questions? Comments? What are your thoughts? @scribblelive #betterseries #scribbleCMworld18