2017 interactive content marketing trends

2017 Interactive ContentMarketing Trends

Today 12 Trends:BIG THINGS:

LITTLE THINGS:

• Interactive Content• Video• “Personalization”• Account based Marketing• Content that creates content

• Tool Tips• FUN• Social, Social, Social• Data Visualization• Storytelling

What content marketerswill be focused on in 2017

80% will focus on lead gen as a contentmarketing goal over next 12 months.

Brand Awareness

79%

Engagement

Lead Nurturing

78% use website traffic to measure how welltheir content marketing is producing results.

76% prioritize delivering contentquality over quantity

76%

and yet…

4.6 billion pieces of content

are produced daily.

83,000

blog posts publishedevery hour.

Your audience isinundated

with content

It’s no wonder as much as 70%of content goes unused

70

%

and yet…

of marketers expect their organizationto make MORE content in 2017.

70%

That’s awhole lot

of content.

What does this meanfor content marketers

in 2017?

IMPERATIVES:• Stand Out

• Differentiate• Gain Attention

• Engage

• Demonstrate Results

All of today’s trends pointto meeting these imperatives

BIGTrends

Let’s start withthe obvious

InteractiveContent

1

“Quite simply, it’snot a question of whether companies should use interactive content but ratherhow soon theyshould start.”

~ Content Marketing Institute

Already entrenched

More than half of marketers surveyedare now using interactive content

53%

More on the horizon

Anticipate increase in use of interactive content

75%

The use of interactive content is expected to increase dramatically in the next 12 to 24 months, with 87%of B2B marketers predicting at least10% of their contentwill be interactive.

It’s no wondercontent marketersare using interactive experiences.

Our audience engagement has increased since my organization started using interactive content tactics

Engagement

66%

Interactive content can have reusable value, resulting in repeat visitors and multiple exposures

Web Traffic

79%

Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message

Education

79%

Non gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing

Lead Nurturing

75%

Interactive content provides me with valuable ways to repurpose my organization’s passive content.

ContentRepurposing

67%

Interactive content grabs the attention of the reader more effectively than static content

Attention/Differentiation

81%

How differentiated can an article be?

When they all say the same thing?

Literally. (we are all guilty of producing this type of content)

Note: Multiple Responses permitted.

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%

94% more effective at conversion

60% more effective at differentiation

60%

33% more effective at educating buyers

120% more effective at getting shared

20

%1

“Content will become

user led”

In 2017

The most popular typesof interactive

content

2

Note: Multiple Responses permitted.

Types of InteractiveContent 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%

Types of Interactive Content experience requested by ion customers 2016

Infographics

Assessments

ebooks

Whitepapers

Calculators

Resource libraries

Quizzes

Solution finders

Most popular ion Quick Startstemplates used in 2016

Infographics

Assessments

Lookbooks

Long form content

Quizzes

The top five content formats B2B marketers are using or plan to use forcontent-enabled campaigns include:

85 84 82 Interactive

InfographicsROI

CalculatorsAssessments

95 Video

92 Surveys

% %

% % %

2017 will be aboutunique applications

within these existing typesof interactive content

Video

3

The can’t ignore trendof 2017

“In 2015, videos grewin consumption themost, among all content types. Many are predicting that video will compose 70% of all internet traffic, by 2017.”

Online video is the fastest growing content marketing trend:

~ Neil Patel

43 percent of consumers want to seemore video from brands.

43%

Video=ROI

A Firebrand Group study recently discovered that about 85 percent of marketers have seen

positive ROI from their video efforts.

85%

According to HubSpot research, Video was followed by social media posts, news articles and research content.

Video Is Being Consumed

“…the content that has the best chance to keep the audience’s attention is video, due to its interactive nature.”

Interactive Video

Interactive Video

http://www.transfarency.com/?clk=HOMEICON2_OTHERFALCAM160105

Video Background

ion Quick Start - Landing page with Full Page Background Video

Interactive Video

Video Decision Tree & Quizzes

ion Quick Start - Video Decision Tree

Personalization

4

For me at Ally our focus is on personalization of content creation, and that will command our attention and investment. That is, understanding, at a customer-level, personas, needs, wants and preferences and delivering them in a meaningful way through the channels they prefer to be communicated in.

“

”~ Andrea Riley, CMO, Ally

71 percent of audiences expect advertising to be tailored to their interests and habits.

According to the “2016 B2B Buyer’s Survey” conducted by Demand Gen Report, 69 percentof B2B buyers say the most influential aspect

of a company’s website is content thatspeaks directly to their needs.

69%

Segmentation with Personalized Results

Personalized Results

https://babysizer.com

Personalized Results

https://www.fitbit.com/findanewfit/fitnessquiz#quiz-start

Mobile First

5

The average household has 7.4 internet connected devices. A ‘mobile user’ one minute is a ‘desktop user’ the next. The distinction is entirely artificial.

Responsive Design

Fun

6

Game-a-fication

Sense of Humor

Interactive Video

And even fun with forms

Fun with Forms

http://www.svn2ftp.com

Fun with Forms

www.transfarency.com/?clk=HOMEICON2_OTHERFALCAM160105

Fun Mad Lib Style Marketing Quiz

Fun with Forms

Account BasedContent

7

Sales Enablement

ion Quick Start - Quick Pitch for Accounts Based Marketers

Sales Enablement

ion Quick Start - Online Sales Presentation

Sales Enablement

ion Quick Start - Sales Asset Matcher

“Additionally, interactive content will also enable marketers to collect data and insights that sales teams can use to accelerate the best prospects through the sales process.”

Storytelling

8

Storytelling

Animated Storytelling

Visual Tours

Multi Media

STORYTELLING BASICS:• Highly Visual• Immersive• Motion through the Story• Animation of Key Content• Evoke Emotion or Feelings• Soft sell, no sell

Little Trends

Tool Tips

9

Tool Tips

Visual Tour with Tool Tips

Contentthat creates

content

01

Centermark

Results Comparison

Meaningful Results Page

SocialEmphasis

11

#headlines

https://www.panthera.org

Social Stories

http://series.hashtagsunplugged.com/thedress

Social Stories

www.visitwales.com/findyourepic

Social Stories

DataVisualization

12

Interactive Charts

www.vox.com/policy-and-politics/2016/3/25/11293258/tax-plan-calculator-2016

Interactive Charts

Data visualization

UN-gate content

13

“Ungated Content Is the Way to Customer Hearts”

interactive content works

36 Increase in

Conversions

21 Increase in Site Visits

%

%

7.5-10 Increase in Leads through education

Interactive White Paper

50X Engagement

An engaging quiz

drives 50 times more

participation

4X Purchasing power drove

4 times the number of e-commerce

conversions.

Conversions

82 FedEx uses

embedded interactive experiences to

make shipping easy and increase

revenue by 82%

Increase

%

[email protected] twitter: @ioninteractive

Thank You