how to make your content interactive
TRANSCRIPT
How to Make Your Content
Interactive
What should you build?
What resources do you need?
How much time should you invest?
What should you measure?
Should your content even be interactive?
What’s inside
What should you build?
Types of Interactive Content UsedAssessments …………………………………….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%
Note: Multiple Responses permitted.
Start with what you have that can be repurposed
interactive WP or eBook
interactive infographic lookbook quiz solution
builder assessment configurator calculator
Your whitepaper becomes… X X
Your product brochure… X XYour pricing
sheets… X
Your infographic… X X
Your research… X X X XYour product
specs… XYour solution
briefs… X X X
Or consider the Buyers Journey
early mid late
ebook X X
interactive white paper X X
interactive infographic X
lookbook X
quiz X X
game X X
assessment X X
configurator/solution builder X X
calculator X X
Or consider your sources of trafficinteractive whitepaper or eBook
interactive infographic lookbook quiz contests/
gamesassessment/scorecard
solution builder /
configuratorcalculator
trade show X X X X
social X X X X
paid search X X X X
organic X X X X X X X
display X X X X
3rd party email X X
house email X X X X X Xnative
advertising X
Interactive Content Usage
Note: Multiple Responses permitted.
Landing pages ……………………………………………. 64%Social media platforms ………………………….………. 51%Microsites …………………………………..……………… 46%Blogs …………………………………………….……..…… 45%eNewsletters ………………………………..……………… 38%Corporate home page …………………………………….. 34%Paid content promotion services …………….………….18%Other places ……………………………………………….… 6%
https://apps.ioninteractive.com/site/solution-finder/interactive-contentUse our Content Solution Finder
Considerations• Goals for the interactive content
• How you will measure success
• What you already have that can be repurposed
• Where in the buyers journey you are focused on
• How you will drive traffic to your experience(s)
What resources do you need?
There are only two waysinteractive contentgets made…
Web developer (Codes it)
Interactive content marketing software
Functional Resources• Strategy (what you should
build, why, etc)
• Copywriting
• Design
• Software or coding
• Analysis
How much timeshould you invest?
Consider how valuable a particular interactive content experience is likely to be for your buyer and for your company…
Will your audience find it helpful or useful? unlikely somewhat
likely very likely
Will your audience find this entertaining or educational? unlikely somewhat
likely very likely
Will it be the type of experience your audience will want to share? unlikely somewhat
likely very likely
Will you have a clear call to action such as lead conversion, purchase or contact
sales?
no callto action
somewhatlikely
primary emphasis on call to action
Will it be used across a variety of campaigns and/or types of traffic?
single campaign/type
of traffic
across some campaigns/
traffic
yes, many campaigns/
traffic
Is it time-based (usefulness will expire), or can be useful over an extended
period of time?1-3 months 3-12 months 12+ months
Use this matrix to determine if you should proceed, based on the intersection of effort expended to create/launch and potential value:
high value mid value low value
high effort (think: 5+ days of effort) yes! consider avoid
mid effort (think: 2-5 days) yes! yes! avoid
low effort (think: <1 day) yes! yes! yes!
High Value, High Effort : go for it
High Value, Low Effort: go for it
High Effort, Low Value: proceed with caution
Balancing Effort & Value
Bottom line:Hours, days or weeks? (it depends)
What should you measure?
Use behavioral tagging to gain insightinto your what content your visitors are
consuming
Increment a point each time your visitortakes any action inside the interactive
content experience
1+
1+ 1+ 1+
1+
Example: Interactive Table of Contents, 50 Ways to Engage
Surface engagement/content consumption to your sales team
How are you doing with the measurement basics for your interactive content?
You measure bounce rate for the interactive content experience, by traffic source and/or
campaign.no yes
You measure time spent for the interactive content experience, by traffic source and/or
campaign.no yes
You measure conversion rate for the interactive content experience, by traffic source and/or
campaign.no yes
You track and evaluate visitor behavior to understand what’s working, and what’s not. no yes
You use engagement scores for your interactive content to understand content consumption. no yes
You surface visitor behaviors, outcomes and engagement scores to sales in a contextually
meaningful way.no yes
Measuring Interactive Content Website traffic ……………………………………………………………… 49% Higher conversion rates…………………………………………..….…… 47%
Social media sharing……………………………………………..…..…… 43% Time spent on website………………………………………..……..……. 41%
Sales lead quality (e.g., sales accepted leads) …………………….… 40% Data capture…………………………………………………………………. 37%
Sales lead quantity………………………………………………….….….. 30% Qualitative feedback from customers …………………………….……. 25%
Inbound links ……………………………………………………..………… 24% SEO ranking…………………………………………………………………. 23%
Sales ……………………………………………………………….……..….. 23% Subscriber growth ……………………………………………..………….. 23%
Brand lift …………………………………………………………………….. 21% Purchase intent …………………………………………………………….. 16%
Brand differentiation ……………………………………………..…………15% Customer renewal rates………………………………….…………………15%
Cost savings …………………………………………………….…………… 6% Other methods ………………………………………………….…………….1%
Do not measure ………………………………………..…………..………… 7%
The Process
Interactive Content ProcessSTEP 1
Brainstorm
STEP 2 Concept Brief
STEP 3 Interactive WireframeSTEP 4 Design & Build
STEP 5 QA
STEP 6 Launch
STEP 8 Review & Measurement
STEP 7 Promote
Should your content even be interactive?
Bottom line: YES
Comparing interactive to passive content, interactive content is somewhat or very effective at...
generating conversions
36 %INTERACTIVE CONTENT STATIC CONTENT
%70 % VS
Comparing interactive to passive content, interactive content is somewhat or very effective at...
educating the buyer
70 %INTERACTIVE CONTENT STATIC CONTENT
93 % VS
Comparing interactive to passive content, interactive content is somewhat or very effective at...
differentiating from competitors
55 %INTERACTIVE CONTENT STATIC CONTENT
88 % VS
Comparing interactive to passive content, interactive content is somewhat or very effective at...
being shared
17 %INTERACTIVE CONTENT STATIC CONTENT
38 % VS
A Popular Approach
More than half of marketers surveyedare now using interactive content
53%
More On the Horizon
Anticipate increase in use of interactivecontent in 2016 versus 2015
75%
Our audience engagement has increased since my
organization started using interactive content tactics
Engagement
66 AGREE%
66%
Interactive content provides me with valuable ways to
repurpose my organization’s passive content.
Content Repurposing
67 AGREE%
67%
Non gated interactive contentcan provide a “sample” of
the brand, resulting in a higher degree of lead nurturing
LeadNurturing
75 AGREE%
75%
Combining traditional content marketing tactics with interactive content enhances retention of my
organization’s message
Education
79 AGREE%
79%
Interactive content can have reusable value, resulting in repeat
visitors and multiple exposures
Web Traffic
79 AGREE%
79%
Interactive content grabs the attention of the reader more
effectively than static content
Attention/Differentiation
81 AGREE%
81%
50X Engagement
An engaging quiz
drives 50 times more participation
4X ConversionsPurchasing power drove
4 times the number of e-commerce conversions.
7.5-10 Increase in Leads through education
%
Interactive White Paper
36 Increase in
Conversions
21 Increase in Site Visits
%
%
I prefer more interactive/visualcontent that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey
91%
Interactive content is what buyers want…
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%
Note: Multiple Responses permitted.
Quite simply, it’a not a questionof whether companies should use
interactive content but ratherhow soon they should start.
“”~ Content Marketing Institute
ion CapabilitiesCreate any type of responsive, data-driven interactive content experience
Reduce time to market using our pre-built quick start,templates, or start from a blank slate
Go live right inside the platform, using your customized, branded URLs
Conduct real-time A/B testing to improve results
View real-time analytics on performance and measurement
Surface individual buyer insights to sales
Integrate with your CRM, marketing automation and more
twitter: @annatalerico
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