balancing your interactive content priorities
TRANSCRIPT
INTERACTIVEINFOGRAPHIC
INTERACTIVEWHITE PAPER
Prioritizing & Managing Interactive Content
What’s Inside…‣ Deciding what type of interactive
content you need & determining how much effort you should spend on it! ‣ Goals ‣ Audience ‣ Distribution/Promotion ‣ Effort versus value ‣ Resource considerations ‣ Roles ‣ Process
Types of Interactive Content
EBOOKS
INTERACTIVEWHITE PAPERS
SURVEYS ASSESSMENTSQUIZZESLOOKBOOKS
INTERACTIVEINFOGRAPHICS
SOLUTION BUILDERS
CONFIGURATORSCALCULATORS
CONTESTS & GAMES
SOLUTION FINDER
Interactive content offers a feedback loop, engaging the visitor with participation, with the outcome and path determined by the user.
Deciding What Interactive Content To Launch
• Goals • Audience & Buyers Journey/
Funnel • Distribution/Promotion • Effort & Value
• Resources/Budget• Existing Content
Take into consideration:
Common Goals Engagement
Consumption
Education
Social Sharing
Lead Gen
Lead Nurture / Funnel Acceleration
Purchasing
Upsell / Cross Sell
Retention
“I want a calculator.” “Great! Tell me more.
Why do you want a calculator? What are
your goals for the calculator?”
“To get people to calculate.”
“OK, great. Why? What is
calculating important?”
“So they can see the price,
dummy!”
“Why is calculating important?”
“When they see how great our prices are, and our volume discounts, they will buy on the spot!”
“Ah, so the goal of your calculator is to
drive sales—perfect!”
Focus on the business goal for interactive content. Begin with the end in mind.
Know your goals before choosing the type of interactive content you need
Engagement
Consumption
Education
Social Sharing
Lead Gen
Lead Nurture / Funnel Acceleration
Purchasing
Upsell / Cross Sell
Retention
Interactive Content Examples to Fit Your Goals Engagement • Quizzes • Interactive Infographic • CalculatorsLead Gen
• Assessment • Microsites • Interactive White Paper • Configurators
Education & Consumption • Interactive White Paper • Assessments • Microsites
Sharing • Quizzes • Games • Lookbooks
Lead Nurture / Acceleration • Configurators • Calculators
Purchase • Configurators • Calculators
Another thing to define before you choose a type of interactive content: what part of the buyer’s journey are you targeting?
EARLYFocus on: AwarenessEducation
MID Focus on: Education
Acceleration
LATE Focus on:
Acceleration Decision Making
Early Stage • Awareness • Education
CONTESTS &GAMES
INTERACTIVEINFOGRAPHIC
ASSESSMENTSQUIZZES LOOKBOOKS
Types of interactive content to fit the early stage:
Mid Stage • Education • Acceleration
ASSESSMENTSINTERACTIVEWHITE PAPERS
SOLUTIONFINDER
QUIZZES EBOOKS
Types of interactive content to fit the mid stage:
Late Stage • Acceleration • Decision Making
CALCULATORS SOLUTIONBUILDER
CONFIGURATORS
Types of interactive content to fit the late stage:
Another thing to define before you choose a type of interactive content: how do you plan on promoting and distributing your interactive content?
Social Paid Social Third Party Email “House” Email/Nurture
Paid Search Organic Search Display Native Advertising Trade Show & Events
Distribution / Promotion by “Weight” of Content Lighter content is for early-stage buyers, and is for easy, simple engagement (it doesn’t require a
lot of your visitor). Heavier content is for later-stage buyers and can be require more time and attention commitment.
Light Content (Early Stage) Trade Show
Social Paid Search
OrganicDisplay
Medium Content (Mid Stage) Native Ad
Third Party Email House Email Paid Search
OrganicDisplay
Heavy Content (Mid to Late Stage) House Email Paid Search
Organic Native
• Trade Show • Social • Paid Search
CONTESTS &GAMES
INTERACTIVEINFOGRAPHIC
ASSESSMENTSQUIZZES LOOKBOOKS
• Organic • Display
Light (Early)
Types of light interactive content for the early stage:
ASSESSMENTSINTERACTIVEWHITE PAPERS
SOLUTIONFINDER
QUIZZES EBOOKS
Medium (Mid) • Native Ad • 3rd Party Email • House Email
• Paid Search • Organic • Display
Types of medium interactive content for the mid stage:
ASSESSMENTSINTERACTIVEWHITE PAPERS
SOLUTIONFINDER
QUIZZES EBOOKS
Heavy (Mid - Late) • Native Ad • 3rd Party Email • House Email
• Paid Search • Organic • Display
Types of heavy interactive content for the mid to late stage:
Is the effort you’ll put into the interactive content worth it?
The value of interactive content is based on your goals, your promotional plans and the effort involved. Use a little back of the napkin chart to check your gut.
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALU
EEXAMPLE:A sophisticated product configurator for a low priced, low value product, for a small campaign or target audience.
High Effort, Low Value
EFFORT
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALU
EEXAMPLE:A sophisticated product configurator for a low priced, low value product, for a small campaign or target audience.
High Effort, Low Value
EFFORT
EXAMPLE:A quiz that provides educational or thought leadership content for a large audience/campaign.
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALU
EHigh Value,Low Effort
VALUE
EXAMPLE:A quiz that provides educational or thought leadership content for a large audience/campaign.
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALU
EHigh Value,Low Effort
VALUE
EXAMPLE:A complex configurator for a high-price point product, regardless of audience size.
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALU
E High Value,High Effort
VALUE & EFFORT
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALU
E High Value,High Effort
VALUE & EFFORT
EXAMPLE:A complex configurator for a high-price point product, regardless of audience size.
How much time should you invest in interactive content, based on value to the organization?
• High value: 1-7 days • Medium value: 2-4 days • Low value: <1 day
Guidelines for the average time per interactive content experience (assuming you are using interactive content software—like ion):
Resource Considerations • How fast does it need to get to market? • What resources are available? • Opportunity cost of using/not using resources • Opportunity cost of launching/ not launching • Complexity of build & launch • What content is already available • Low hanging fruit
The Process & Roles of Creating Interactive ContentReview &
MeasurementBrainstorm& Planning
Interactive Wireframe
Design& Build
Content Creationor Editing
QA Launch PromoteConceptBrief
Project Manager
ContentMarketer Copywriter Web
Developer Designer Web Analyst
Review & Measurement
Brainstorm& Planning
Interactive Wireframe
Design& Build
Content Creationor Editing
QA Launch PromoteConceptBrief
Project Manager
ContentMarketer Copywriter Web
Developer Designer Web Analyst
Process & Roles
Review & Measurement
Brainstorm& Planning
Interactive Wireframe
Design& Build
Content Creationor Editing
QA Launch PromoteConceptBrief
ProjectManager
ContentMarketer Copywriter Web
Developer Designer Web Analyst
Process & Roles
Review & Measurement
Brainstorm& Planning
Interactive Wireframe
Design& Build
Content Creationor Editing
QA Launch PromoteConceptBrief
ProjectManager
ContentMarketer Copywriter Web
Developer Designer Web Analyst
Process & Roles
Review & Measurement
Brainstorm& Planning
Interactive Wireframe
Design& Build
Content Creationor Editing
QA Launch PromoteConceptBrief
ProjectManager
ContentMarketer Copywriter Web
Developer Designer Web Analyst
Process & Roles
Review & Measurement
Brainstorm& Planning
Interactive Wireframe
Design& Build
Content Creationor Editing
QA Launch PromoteConceptBrief
ProjectManager
ContentMarketer Copywriter Web
Developer Designer Web Analyst
Process & Roles
Review & Measurement
Brainstorm& Planning
Interactive Wireframe
Design& Build
Content Creationor Editing
QA Launch PromoteConceptBrief
ProjectManager
ContentMarketer Copywriter Web
Developer Designer Web Analyst
Process & Roles
Roles with Interactive Content Software: No web developer or designer needed
Review & Measurement
Brainstorm& Planning
Interactive Wireframe
Design& Build
Content Creationor Editing
QA Launch PromoteConceptBrief
Project Manager
ContentMarketer Copywriter Web
Developer Designer Web Analyst
What to Consider When Deciding on Interactive Content
‣Goals ‣Effort & value ‣Opportunity cost of launching/not launching ‣What content is already available ‣What resources are available ‣Opportunity cost of using/not using resources ‣Complexity of build & launch ‣Low hanging fruit
We can help! Learn more about how we can help you rapidly deploy interactive content experiences without development. Sales: (561) 235.7474 Main: (888) ion.idea (466.4332)
[email protected] www.ioninteractive.com @ioninteractive