How to Make Your Content Interactive: A Guide to Planning, Building, and Measuring Engagement
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This document discusses how to make content interactive and the benefits of interactive content. It provides types of interactive content and considerations for what to build, resources needed, and how much time to invest. It also covers measuring interactive content and determining if content should be interactive. Interactive content is shown to be more effective than passive content at generating conversions, educating buyers, and differentiating from competitors.
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How to Make Your Content Interactive: A Guide to Planning, Building, and Measuring Engagement
- 1. How to Make Your Content Interactive
- 2. 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
- 3. What should you build?
- 4. Types of Interactive Content 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% Note: Multiple Responses permitted.
- 5. 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 X Your pricing sheets… X Your infographic… X X Your research… X X X X Your product specs… X Your solution briefs… X X X
- 6. 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
- 7. Or consider your sources of traffic interactive whitepaper or eBook interactive infographic lookbook quiz contests/ games assessment /scorecard solution builder / configurator calculator 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 X native advertising X
- 8. 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%
- 9. https://apps.ioninteractive.com/site/solution-finder/interactive-content Use our Content Solution Finder
- 10. 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)
- 11. What resources do you need?
- 12. There are only two ways interactive content gets made…
- 15. Functional Resources • Strategy (what you should build, why, etc) • Copywriting • Design • Software or coding • Analysis
- 16. How much time should you invest?
- 17. 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 call to action somewhat likely 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
- 18. 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!
- 19. High Value, High Effort : go for it
- 20. High Value, Low Effort: go for it
- 21. High Effort, Low Value: proceed with caution
- 22. Balancing Effort & Value
- 23. Bottom line: Hours, days or weeks? (it depends)
- 24. What should you measure?
- 25. Use behavioral tagging to gain insight into your what content your visitors are consuming
- 26. Increment a point each time your visitor takes any action inside the interactive content experience 1+ 1+ 1+ 1+ 1+ Example: Interactive Table of Contents, 50 Ways to Engage
- 27. Surface engagement/content consumption to your sales team
- 28. 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
- 29. 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%
- 30. The Process
- 31. Interactive Content Process STEP 1 Brainstorm STEP 2 ConceptBrief STEP 3 Interactive Wireframe STEP 4 Design & Build STEP 5 QA STEP 6 Launch STEP 8 Review & Measurement STEP 7 Promote
- 32. Should your content even be interactive?
- 33. Bottom line: YES
- 34. Comparing interactive to passive content, interactive content is somewhat or very effective at... generating conversions 36% INTERACTIVE CONTENT STATIC CONTENT % 70% VS
- 35. Comparing interactive to passive content, interactive content is somewhat or very effective at... educating the buyer 70% INTERACTIVE CONTENT STATIC CONTENT 93% VS
- 36. Comparing interactive to passive content, interactive content is somewhat or very effective at... differentiating from competitors 55% INTERACTIVE CONTENT STATIC CONTENT 88% VS
- 37. Comparing interactive to passive content, interactive content is somewhat or very effective at... being shared 17% INTERACTIVE CONTENT STATIC CONTENT 38% VS
- 38. A Popular Approach More than half of marketers surveyed are now using interactive content 53%
- 39. More On the Horizon Anticipate increase in use of interactive content in 2016 versus 2015 75%
- 40. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66 AGREE% 66%
- 41. Interactive content provides me with valuable ways to repurpose my organization’s passive content. Content Repurposing 67 AGREE% 67%
- 42. Non gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing Lead Nurturing 75 AGREE% 75%
- 43. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79 AGREE% 79%
- 44. Interactive content can have reusable value, resulting in repeat visitors and multiple exposures Web Traffic 79 AGREE% 79%
- 45. Interactive content grabs the attention of the reader more effectively than static content Attention/ Differentiation 81 AGREE% 81%
- 46. 50XEngagement An engaging quiz drives 50 times more participation
- 47. 4XConversions Purchasing power drove 4 times the number of e-commerce conversions.
- 48. 7.5-10 Increase in Leads through education % Interactive White Paper
- 49. 36Increase in Conversions 21Increase in Site Visits % %
- 50. I prefer more interactive/visual content that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey 91% Interactive content is what buyers want…
- 51. 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.
- 52. Quite simply, it’a not a question of whether companies should use interactive content but rather how soon they should start. “ ”~ Content Marketing Institute
- 53. ion Capabilities Create 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