This document discusses interactive content and provides guidance on developing interactive content. It defines interactive content as digital experiences designed for visitor participation through feedback loops. It then assesses an organization's content maturity and effectiveness to determine if interactive content could help address challenges. The document outlines types of interactive content and how to transform static content. It provides a framework for determining the effort and potential value of interactive projects. It also discusses the process, team roles, and importance of measurement for interactive content.

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Your Interactive Content Playbook

2. What Is Interactive Content?
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Interactive content typically
includes a feedback loop in
which the outcome of the
experience is directly impacted
by the interaction of the visitor.
Think: Quizzes, calculators,
configurators, assessments,
interactive white papers, etc.
Interactive content: Browser-based digital content
experiences designed for visitor participation

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“The writing is on the wall:
interactive content is the future
of content marketing.”
-buzzstream.com

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Yes, but does YOUR
organization need interactive
content?

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Assess your content maturity
How would you characterize the nature of your content? all passive some interactive
extensive
interactive
How effective is your content at educating your buyer? not at all somewhat very
How effective is your content at differentiating your brand? not at all somewhat very
How effective is your content at getting shared socially? not at all somewhat very
How effective is your content at converting your visitors? not at all somewhat very
How effective is your content at generating organic traffic? not at all somewhat very
How would you characterize your content measurement? weak
room for
improvement
strong
Are you able to surface content consumption & outcomes to
sales in a meaningful, contextual way?
not at all somewhat yes
How effective are you at re-using and re-purposing your
content?
not at all somewhat very
Lots of red & yellow answers? Interactive content can help solve these challenges!

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Ok, so if you need interactive
content, what kind should
you launch?

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interactive
white paper
or eBook
interactive
infographic
lookbook quiz
solution
builder
assessment configurator calculator
Your white paper
becomes… X X
Your product
brochure
becomes…
X X
Your pricing
sheets become… X
Your infographic
becomes… X X
Your research
becomes… X X X X
Your product
specs become… X
Your solution
briefs become… X X X
Transform Your Static Content Into…

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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
And Leverage Interactive Content Across The Buyer’s Journey:

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interactive
white paper
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
And Consider How You Use Interactive Content Across
Your Campaigns And Types Of Traffic…

11. Ok, But How Much Effort
Should You Invest In
Interactive Content?
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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
More green=more potential value!

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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!

14. So, What Process Should You Follow,
And What Team Do You Need?
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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
Interactive Content Project Plan

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Background
✓ Source content
✓ Traffic
✓ Success measurements
✓ Technical considerations
✓ Samples/examples
Details
✓ Overview
✓ Content outline
Data flow
✓ Marketing insights
✓ Sales insights
✓ Data hand off
Next steps
Additional opportunities
Step 2, The Concept Brief Is The Key To Success! It’s A Narrative
For All Stakeholders To Review, Before You Create/Launch.

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And Step 3, The Interactive Wireframe Helps Ensure The User
Experience Is Nailed Down Before Design And Content Are
Added. Creating An Interactive Wireframe Speeds Up The Process
And Helps Ensure There Are No Surprises Along The Way.
interactive wireframe final content experience

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brainstorm concept brief
interactive
wireframe
design &
build
QA launch promote measure
Marketing
manager
Project
manager
Content
marketer
Copywriter/
editor
Web
developer
Web
designer
Web analyst
Consider The Roles You Will Need To Fill By Your Team Before You Start…

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brainstorm concept brief
interactive
wireframe
design &
build
QA launch promote measure
Marketing
manager
Web
designer
Web analyst
But This Might Be A More Realistic View For Many
Organizations Where The Marketing Teams Wear Many Hats!

20. Ok, So What About Interactive
Content Measurement?
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Use Behavioral Tagging To Gain Insight Into
What Content Your Visitors Are Consuming

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1+ 1+
1+ 1+
1+
Increment A Point Each Time Your Visitor Takes Any
Action Inside The Interactive Content Experience

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And Then Surface That Engagement/Content
Consumption To Your Sales Team!

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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

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interactive content.
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