The recent CMI Report has shown us that interactive content is more than a buzzword.
Businesses large and small are finding success with interactive content that engages, educates, and captures their audiences attention in a more effective way than static content ever could. In this presentation, ion provides a reintroduction to interactive content basics.
You'll learn:
- What interactive content is — from simple to advanced
- How you can repurpose your existing static content
- Which types of interactive content work at each stage of the buyer’s journey
- How to add interactive content to your existing content strategy
- The stages of a successful interactive content marketing program
2. What This Presentation
Answers
•Who is using Interactive Content?
•What is Interactive Content?
•Where should you use it?
•When should you start?
•Why should you use Interactive
Content?
•How to go from Static to
Interactive Content?
5. What is Interactive
Content?
In its most simple form, interactive
content is content that is created with the
intention of capturing user attention and
encouraging them to take action.
6. What are the Most Popular
Interactive Content Types?
11. 46% indicated their
organization has used
interactive content as part of
its overall mix of content
marketing tactics.*
46%
* 2017 Content Marketing Institute’s Research Report
12. Reasons for Interactive Content Use
in Content Marketing
Engagement
Educating the Audience
Create Brand Awareness
Lead Generation/Top of Funnel
Conversion
Storytelling
Lead Nurture
Customer Retention/loyalty
Customer Retention
Sales Enablement
Other 4%
33%
33%
34%
37%
46%
50%
57%
58%
63%
66%
* 2017 Content Marketing Institute’s Research Report
13. 79%
79% of content marketers
who are using interactive
content plan to increase
their use of it in the next
12 months.*
* 2017 Content Marketing Institute’s Research Report
33. Top 4 Places Interactive Content is Used
LANDING PAGES SOCIAL MEDIA
PLATFORMS
MICROSITESBLOGS
60% 54% 54% 45%
34. How Can You Reimagine
Your Static Experience
as Interactive?
35. How Can You Reimagine
Your Static Experience
as Interactive?
•Look for key points, stats, or call-outs
•Find special design treatment
•Take questions that are asked in the
copy and turn them into questions
38. “The fact that the average
reader spent 12 minutes on the
microsite tells me that not only
is the site engaging, but also
people are spending time
going through the information.
The content is engaging
the reader.”
~ Alberto Hernandez,
Special Projects Marketing for BASF
39. “We don’t want to make
people wade through a
boring sales sheet.
These are fun
engagement tools that
allow us to drive more
people to our site.”
~ Steve Gándola,
Direct-to-Consumer Market Manager, VSP
45. 87% agree that interactive
content grabs the attention
of the reader more
effectively than static
content.*
87%
* 2017 Content Marketing Institute’s Research Report
46. 77% agree that
interactive content can
have reusable value,
resulting in repeat visitors
and multiple exposures.*
77%
* 2017 Content Marketing Institute’s Research Report
47. 75% agree that non-
gated interactive content
can provide a “sample”
of the brand, resulting in
a higher degree of lead
nurturing.*
75%
* 2017 Content Marketing Institute’s Research Report
48. 73% agree that
combining traditional
content marketing tactics
with interactive content
enhances retention of
my organization’s
message.*
73%
* 2017 Content Marketing Institute’s Research Report
49. * 2017 Content Marketing Institute’s Research Report
68% agree that
interactive content
provides valuable ways
to repurpose my
organization’s
passive content.*
68%
50. 3 years = 24% of
total marketing content
produced by the
business.*
* 2017 Content Marketing Institute’s Research Report
24%