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Creating an Interactive Content Strategy that Works with Technology

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Scott Brinker's presentation from 2016 ContentTech Virtual Event:

Designing Interactive Content to Power Your Marketing Data Strategy

Interactive content—things such as quizzes, assessments, calculators, and configurators—is qualitatively different than the passive content that audiences simply read, watch, or listen to. Interactive content experiences are essentially miniature software programs, or web apps, which have logic and user experience wrapped into their design and operation. Most importantly, they give marketers the ability to collect and leverage a rich set of data that is explicitly volunteered by participants.

Marketers can design interactive content with this data in mind to develop a broader marketing data strategy. This presentation covers frameworks for both the user-facing options that marketers
can apply, to solicit the right kind of data from prospects at different stages of the buyer's journey, and the back-office management of this data through different marketing automation platforms (MAP) and CRM systems.

Topics include:

- Managing explicit "digital dialogue" data vs. implicit "digital body language"
- Applying advanced progressive profiling tactics in interactive content
- Pipelining richer data profiles from marketing to sales through your marketing stack
- Understanding scenarios for programmatic data vs. human-consumable data

Publié dans : Marketing, Technologie
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Creating an Interactive Content Strategy that Works with Technology

  1. 1. Creating an Interactive Content Strategy that Works with Technology Scott Brinker CTO @ioninteractive @chiefmartec.com
  2. 2. Graph by JEGI/Clarity
  3. 3. What exactly is interactive content?
  4. 4. “The medium is the message.” – Marshall McLuhan the art of communications what it says how and where it appears
  5. 5. Mechanisms what it says how and where it appears how it behaves what it does the art of customer experience
  6. 6. Passive Content Interactive Content Audience Delivers Innovation Consumes Participates Information Services Media Mechanisms Examples Blogs E-books Reports Webinars Assessments Calculators Configurators Quizzes
  7. 7. But why interactive content?
  8. 8. Source: 2016 B2B Content Marketing Trends—North America, CMI/MarketingProfs B2B
  9. 9. Source: 2016 B2C Content Marketing Trends—North America, CMI/MarketingProfs B2C
  10. 10. Engagement Axis BusinessModelAxis FREE/OPEN FREEMIUM PAID/GATED PASSIVE INTERACTIVE Websites Blogs Social Media eBooks WebinarsWhite Papers
  11. 11. Engagement Axis BusinessModelAxis FREE/OPEN FREEMIUM PAID/GATED PASSIVE INTERACTIVE Websites Blogs Social Media eBooks WebinarsWhite Papers Native Mobile Apps INTERACTIVE CONTENT Interactive White Papers Interactive eBooks Configurators Assessment Tools Contests Lookbooks Galleries Workbooks Guided Tours Games Calculators Quizzes Sweepstakes
  12. 12. Digital body language
  13. 13. What is digital body language? • Website visits • Email opens/clicks • Content downloads • Social media touches
  14. 14. What does it mean?!?
  15. 15. Noisy and not differentiated
  16. 16. digital dialogue > digital body language • website visits • email opens/clicks • content downloads • social media touches • scenarios calculated • configurations considered • quiz/assessment results • behavior inside content
  17. 17. Digital body language
  18. 18. Digital dialogue
  19. 19. Digital body language Digital dialogue
  20. 20. Interactive Content Strategy What data do I want? What service do buyers want?
  21. 21. Ask a Sales Engineer (or customer service)
  22. 22. I caught the data! Now what?
  23. 23. insightintoindividualbuyers CRM MAP Interactive Content Data contact information, third-party data, and sales rep interactions buyer’s digital activity buyer insights from interactive content • website visits • email opens/clicks • content downloads • social media touches • scenarios calculated • configurations considered • quiz/assessment results • behavior inside content
  24. 24. 3 ways to pass data downstream: 1.  Purpose-specific fields. 2.  A single “mash-up” field. 3.  A single URL field that links back to your interactive content tool.
  25. 25. Thank you! Scott Brinker CTO @ioninteractive @chiefmartec.com

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