This document discusses how interactive content can boost content marketing results compared to static content. It provides examples of different types of interactive content like interactive white papers, online calculators, and assessments. It also provides tips on how to generate leads, test for higher conversion rates, measure engagement, and surface insights to sales for each interactive content type. The key message is that interactive content is nearly twice as effective at generating conversions as static content and helps marketers achieve their goals of engagement, lead generation, and providing insights to sales teams.

1. Boost Your Content Marketing Results
Measure & Maximize Engagement, Lead Generation, Quality
And Profiling.

2. What’s inside
Content marketing today
Interactive content marketing
for lead gen
Testing interactive content
for higher conversions
What to measure
Surfacing lead quality to sales—nirvana!
• Interactive white papers
& eBooks
• Online calculators
• Interactive infographics
• Online configurators
• Assessments & quizzes

3. First…
Hot off the press stats

4. Content marketing is ubiquitous

5. Lead gen, sales, nurturing, awareness
and engagement are the goals

6. Engagement, measurement, repurposing
and visual content are the priorities

7. Engagement, measurement, repurposing
and ROI are the challenges

8. Sales lead quality, sales, conversion rates,
and lead quantity are the success metrics

9. Sales lead quality is where it’s at

10. Spending is rising

11. We’re making more content

12. Of all marketing content
goes unused
Sirius Decisions
70
%
But…

13. Sirius Decisions
Too much content.
“ ”Sirius Decisions

14. And here’s the disturbing news…

15. Only 30% say they
are effective
(down from 38% last year)

16. We have a content
marketing problem.

17. Why?

18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Static content provides
limited opportunity for
engagement, insights
& effectiveness.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

19. The writing is
on the wall:
interactive content is
the future of content
marketing.
BuzzStream
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
“
”

20. Interactive content:
Browser-based digital content experiences designed
for visitor participation
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, guides,
eBooks, etc.

21. Comparing interactive to passive content, interactive
content is effective at...
educating the buyer
93%
VS
70%
INTERACTIVE CONTENT STATIC CONTENT

22. differentiating from competitors
88%
VS
55%
INTERACTIVE CONTENT STATIC CONTENT
Comparing interactive to passive content, interactive
content is effective at...

23. being shared
38%
VS
17%
INTERACTIVE CONTENT STATIC CONTENT
Comparing interactive to passive content, interactive
content is effective at...

24. generating conversions
VS
36%
INTERACTIVE CONTENT STATIC CONTENT
%
70%
Comparing interactive to passive content, interactive
content is effective at...

25. Old school content marketing gates (your best content behind the ‘gate’ of a lead gen
form) don’t work anymore. Visitors know they can surf away and find another source of
relevant information. To boost results, your content needs to be un-gated and interactive.

26. Old-School: Static Asset

27. Old-School: Gated Page

28. Assessment Interactive White Paper Interactive Infographic
Better Bet:
Repurpose static assets into un-gated interactive experiences

29. Interactive Infographic
Early Buyer Journey Content
Interactive
White Paper
Early & Mid Buyer
Journey Content
Assessment
Mid & Late Buyer
Journey Content
Better Bet:
Use interactive content across the buyers journey

30. VS
pass/fail real insights
Plus, static content only provides pass/fail data.
Interactive content provides rich insights and measurement

31. • Interact with an interactive
infographic
• Interact with an interactive
white paper
• Complete a quiz
• Register to download a white
paper
• Answer a 15-question self
assessment
• Configure a solution
• Use an ROI calculator
• Use an implementation calculator
• Contacted sales
RICH INSIGHTS TO
SURFACE TO SALES• View an infographic
• Register to download a white
paper
• Click through an email to
download a best practices
guide
• Read a blog post
• View product pages
• Download a solution brochure
• View the “getting started” page
• Attend a webinar
• Watch a video
• Contact sales
PASS/FAIL VS
measurement of
static vs. interactive content marketing

32. It’s hard to surface
buyer insights &
meaningful
measurement without
interactions.

33. Potential for repurposing static
content into engaging interactive
experiences.
Consider testing opportunities—
boost engagement and lead
conversions with strategic testing.
Measure key outcomes—how will
you determine what’s working and
what’s not.
Surface key buyer insights to sales
—what information will help sales
build better relationships.
Content marketing &
lead gen go hand-in-hand:

34. online white papers &
ebooks

35. Interactive White Paper

36. Interactive White Paper
How to generate leads with an interactive white paper or eBook:
call to actioncapture leads fromvisitors who want todownload the whitepaper as a PDF version.

37. Interactive White Paper
How to test for higher conversion rates:
Read More
Get the Full White Paper
Continue Reading
Complete the form to get the full
White Paper
content accessCan you drive moreleads by providing allthe content with anoptional form?

38. Interactive White Paper
How to test for higher conversion rates:
Read More
Get the Full White Paper
Continue Reading
Complete the form to get the full
White Paper
content accessCan you drive moreleads by providing allthe content with anoptional form?

39. Interactive White Paper
How to measure content consumption and engagement:
1+
Behavioral
Tagging
See what your audience
is most interested in.
1+
See Examples
1+

40. Interactive White Paper
Surface prospects to your sales team:
consumption
Show your sales team the
percent of content that the
visitor consumed
Joe Smith consumed
80%
of the Interactive Content Marketing Toolkit

41. online configurators

42. Online Configurator

43. Online Configurator
How to generate leads with an online configurator:
ResultsLet visitors completethe configurator andsee the resultingrecommendedsolutions or products.

44. Online Configurator
How to test for higher conversion rates on your online configurator:
Results Access
Will you capture more
leads by giving full access
to the results?

45. Online Configurator
How to test for higher conversion rates on your online configurator:
Results Access
Will you capture more
leads by giving full access
to the results?

46. Online Configurator
How to measure content consumption and engagement
on your online configurator:
Look at
Drop off
What is the toleranceyour visitors? Whichquestions cause thehighest drop off?
Bounce Rate
highest on
third step

47. Online Configurator
And don’t forget to surface prospect insights to your sales team:
accelerate deals
Information surfaced in an
online experience will help
the sales experience.
Average
Budget

48. online calculators

49. Calculator
You can use online, interactive calculators to drive qualified leads

50. Calculator
How to generate leads with an online calculator:
Send ResultsOffer to send pricingresults from thecalculator to theprospect instantly viaemail.
EMAIL RESULTS

51. Calculator
How to generate leads with an online calculator:
Send ResultsOffer to send pricingresults from thecalculator to theprospect instantly viaemail.
EMAIL RESULTS

52. Calculator
How to test for higher conversion rates on your online calculator:
Results Access
Can you drive more leads
by providing the results
with an optional form?

53. Calculator
How to test for higher conversion rates on your online calculator:
Results Access
Can you drive more leads
by providing the results
with an optional form?

54. Calculator
How to measure content consumption and engagement
on your online calculator/configurator:
Evaluate
Evaluate the aggregateresponses tounderstand youraudience better.

55. Calculator
And don’t forget to surface prospect insights to your sales team:
Show sales team
Show sales the prospects
actual calculator inputs so
they understand the
buyers unique parameters
and buying situation.

56. interactive infographics

57. Interactive Infographics
Can you use an interactive infographic to generate lots of leads?

58. Interactive Infographics
How to generate leads with an interactive infographic:
call to action
Include prominent calls
to action throughout

59. Interactive Infographics
How to test for higher conversion rates on your interactive infographic:
Like this infographic?
75 Essential Content Marketing Stats
Everything you need to know from budgets to metrics
to effectiveness. Explore what’s happening with
content marketing right now.
Cross - Sell
Offer optional related
content to be emailed to
the visitor at various spots
with the experience.

60. Interactive Infographics
How to measure content consumption and engagement on your
interactive infographic:
Scoring
Each time a visitorinteracts with a pageelement, incrementtheir score by 1.
1+
1+
1+
1+

61. Interactive Infographics
How to measure content consumption and engagement on your
interactive infographic:
Scoring
Each time a visitorinteracts with a pageelement, incrementtheir score by 1.
1+
1+
1+
1+

62. Interactive Infographics
And don’t forget to surface prospect insights to your sales team:
Show Sales
Show sales which
infographic elements the
visitor interacted with.

63. online assessments &
quizzes

64. Assessments & Quizzes
How to use online assessments and quizzes to
generate lots of qualified leads

65. Assessments & Quizzes
How to use online assessments and quizzes to
generate lots of qualified leads

66. Assessments & Quizzes
How to generate leads with an online quiz or assessment:
See resultsLet visitors completethe assessment/quizand see the results andrecommendations

67. Assessments & Quizzes
How to test for higher conversion rates on your online
quiz or assessment:
Results Access
Gating the results with a
form is a great A/B test!

68. Assessments & Quizzes
How to test for higher conversion rates on your online
quiz or assessment:
Results Access
Gating the results with a
form is a great A/B test!

69. Assessments & Quizzes
How to measure content consumption and engagement
on your online quiz or assessment:
Look at performanceUnderstand youraudience better andgain real insights.
Very High
Conversion Rate

70. Assessments & Quizzes
And don’t forget to surface prospect insights to your sales team:
Show sales the
answers
Sales can pick up the
personal conversation
exactly where the digital
conversation left off.
ANSWER 8 OF 9
RESULTS

71. The data shows interactive
content can help marketers
reach their goals
2XInteractive content is almost 2x more
effective at generating conversions as
static content (70% of the time for
interactive versus 36% for static).

72. Interactive content helps with 4 out
of the top 5 goals

73. Interactive content helps with 4 of the
top 4 priorities

74. Interactive content helps solve 5 of
the top 6 challenges

75. Interactive content surfaces and
facilitates 4 of the top 4 metrics

76. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
Ungated version: 33% MORE leads than
the gated version

77. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
Higher lead conversion and
improvements to lead scoring

78. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
26% conversion rate, insight into
consumption

79. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
60% more effective in generating new
lead and 40% more effective at
nurturing existing leads

80. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
Interactive content can
engage your buyer
in a radically more effective manner,
increase lead generation
while surfacing richer insights
to sales that helps to
drive revenue.

81. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
Check out this ebook for
more on this subject:
“interactive content for lead gen”
https://paths.ioninteractive.com/lead-gen-results

82. The end!
Thank you! Learn more about
how we can help you rapidly
deploy effective, engaging
interactive content!
@annatalerico
@ioninteractive