This is the presentation created by Podtent Marketing's Dominick Sirianni and Laura Petersen, presented live by Dominick Sirianni at #IMPACT16 in the Aria Conference Center in Las Vegas. TOPICS COVERED: Source - Video - Webinars - Podcasts Distribution Case Study - Website - Email - Social Media How To - 3 Key Takeaways - Get Started

1. @IMALeaderShow
@PodtentMktg
Interactive
Content:
Keys to Earning
Engagement,
Brand Love, & Sales
[Without Going Broke or
Days of Blog Writing]
Dominick Sirianni
-V.P. Interactive Education, IMA
- Host, IMA Leader Podcast
- Co-Founder, Podtent Marketing

2. Source
•Video
•Webinars
•Podcasts
Distribution Case Study
•Website
•Email
•Social Media
How To
•3 Key Takeaways
•Get Started
Dr. Michael Mahometa from the University of Texas
Interactive Content
@IMALeaderShow
@PodtentMktg

3. Interactive Content
Source: Video
@IMALeaderShow
@PodtentMktg

4. Video
YouTube video on mobile
alone reaches more
18-49 year olds than any
cable network in the US.
@IMALeaderShow
@PodtentMktg

5. Video
53% of the population
is watching videos
every day.
80% watch
every week.
@IMALeaderShow
@PodtentMktg

6. Video
Spending on video
ads in the US grew
42% last year -
$7.46 billion
@IMALeaderShow
@PodtentMktg

7. Video
People who view
videos on smartphones
are 1.4 times as likely
to watch ads compared
to TV.
@IMALeaderShow
@PodtentMktg

8. Video
Using the word video
in an email subject line boosts
open rates by 19%, increases
click through rates by 65%, &
reduces unsubscribes by 26%.
@IMALeaderShow
@PodtentMktg

9. Video
Companies using video get 41%
more web traffic from search.
@IMALeaderShow
@PodtentMktg

10. Video
4x as many
consumers would
rather watch a
video about a
product than read
an article.
@IMALeaderShow
@PodtentMktg

11. Video
Video on a
landing page can
increase
conversions by
80% or more
@IMALeaderShow
@PodtentMktg

12. Video
Businesses
using video
grow
revenue
49% faster.
@IMALeaderShow
@PodtentMktg

13. @IMALeaderShow
@PodtentMktg
Interactive Content
Source: Webinars

14. @IMALeaderShow
@PodtentMktg
Webinars use the following
additional interactive tactics:
• 81% Q&A
• 32% Social Media Polling
• 24% Live Video
• 23% In Webinar Surveys
• 6% Group Chat

15. @IMALeaderShow
@PodtentMktg
Results?
• 50 minutes: Average
time viewing webinars in
2016
(a lot longer than an online video)
• 31% respond to polls
• 20% of attendees
download content
• 7% submit questions

16. @IMALeaderShow
@PodtentMktg
Did you know?...
28% of webinar registrants
register after the webinar!
#Repurpose
#EvergreenContent

17. Interactive Content Source: Podcasts
@IMALeaderShow
@PodtentMktg

18. Podcasts
In 2016 over 50% of
Americans are now
familiar with the
term “podcasting”
@IMALeaderShow
@PodtentMktg

19. Podcasts
33% have listened to one
20% have listened
in the last month
13% have listened
in the last week
@IMALeaderShow
@PodtentMktg

20. Podcasts
Median income of a
podcast listener is
nearly 20% higher
than a non-listener
@IMALeaderShow
@PodtentMktg

21. Podcasts
Podcast listeners are
more educated:
51% vs. 41%
@IMALeaderShow
@PodtentMktg
Percent of podcast listeners who
have a 4 year degree or higher -
compared to U.S. average

22. Podcasts
Podcast listeners are
more engaged online:
93% vs. 78%
@IMALeaderShow
@PodtentMktg
Percent of podcast listeners who
use social media - compared to
U.S. average

23. @IMALeaderShow
@PodtentMktg
Interactive Content is a
Worthwhile End Game
...but it’s also a means to
power a full content
marketing strategy!
Content Creation
& Distribution
Case Study

24. @IMALeaderShow
@PodtentMktg
Case Study:
IMA
Before: IMA’s blog
shared about 2/week
After: IMA’s blog
shares over 4/week
by sharing the
podcast and articles
inspired by topics
covered in the show

25. @IMALeaderShow
@PodtentMktg
Case Study: IMA
IMA webinars for
partners like Curalate
also generate
interactive content that
can be repurposed:
➔ written up as blog
articles for both IMA
and partner sites.
➔ posted on YouTube
➔ shared on social

26. @IMALeaderShow
@PodtentMktg
Email Newsletters
Here are a few articles
from the monthly
newsletter.
One article was
inspired by a recent
podcast episode &
current events.
Case Study: IMA

27. @IMALeaderShow
@PodtentMktg
Social Sharing
Social video generates
1200% more shares
than text and images
combined.
But webinars and
podcasts also allow for
massive image sharing
& engagement.
Case Study: IMA

28. So…
what are the
3 key
takeaways?
@IMALeaderShow
@PodtentMktg
?

29. Key Takeaway:
Repurposing
Content is Critical
@IMALeaderShow
@PodtentMktg
1

30. Creating interactive
content is easier &
better when actually
talking to someone.
@IMALeaderShow
@PodtentMktg
2Key Takeaway:

31. Videos, webinars, podcasts are
all worthy ends, but...
they need to power your
content marketing to be
efficient and effective. You need
a plan.
@IMALeaderShow
@PodtentMktg
3Key Takeaway:

32. How We Do It
• Document Steps
• Set-up Systems
• Delegate
• Track what we create and
where/how we share it
• Know target market
• Get feedback from audience
@IMALeaderShow
@PodtentMktg

33. Favorite Tools
• Asana
• BigStockPhotos
• Canva
• Google Drive
• Hootsuite
• MeetEdgar
• RelayThat
@IMALeaderShow
@PodtentMktg

34. Want a jump start?
Text PODTENT to 44222
and we’ll email you:
1. 15 Things You Need to Decide Before
Your Podcast is Ready for iTunes
[Worksheet with examples]
2. 8 Important Sound Tips
(for Podcast Hosts & Guests)
3. Podcast Equipment Recommendations
4. Answer any questions you have!
@IMALeaderShow
@PodtentMktg

35. Contact:
Dominick Sirianni, MBA
dom@podtentmarketing.com
@IMALeaderShow
PodtentMarketing.com
@PodtentMktg
Laura Petersen, MAED
laura@podtentmarketing.com
@Lsp_s

36. PodtentMarketing.com
@PodtentMktg
References:
•2016 Webinar Benchmarks Report from On24 www.on24.com
•University of Texas
https://stat.utexas.edu/spotlight/entry/michael-mahometa-launches-
mooc-on-foundations-of-data-analysis