Customer Webinar: eBooks 101

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For the second in our three-part webinar series spotlighting specific interactive content types, we’ll turn our focus to interactive eBooks, a great tool for educating your users and allowing them to self-discover your product and services, while driving demand and helping them through your funnel. View the slides to learn best practices, how to use eBooks effectively, tips for making content feel customized to your user, as well as customer examples of success.

Marketing

Interactive
eBooks
Who, What, Where,
When & How (to Launch
Great Ones!)

Welcome!
Audrey Ross
Director of Customer
Engagement
Stephanie Mansueto
Sr. Content Strategist

What We’ll Cover
What are they?

When to use them?

Where can they work best?

How to create them?

Examples & success stories!

What is an interactive eBook?“ ”
in·ter·ac·tive e·book
ˌin(t)ərˈaktiv ˈē-ˌbu̇k
noun
Meaning: a digital, visual web experience that has
multiple chapters or sections of content that a user can
freely select and engage with based on their interest and
preference.

Common Structure
{
Landing Page
Chapter Pages

Allow them to self-educate, progress
through content at their pace and
based on their interest

Can choose their own adventure, and
content feedback loop becomes more
speciﬁc to their interests

Feels like less eﬀort
Beneﬁts to User

Places to start
• Static ebook PDF

• White paper

• Long-form blog content or a blog series

• Long-form static piece (ex: collection of
case studies)

• Checklist or a list of best practices

2. Chapter/section
navigation on every
page

Step 1: Select
Your Starter
Content Piece
or Asset

Step 3: Use
content
templates to
focus and curate
the content for
interactive
format

Purchasing Power
Combined use of eBooks and
solution ﬁnders during buying
process to educate and drive more
purchases
• Exceeded conversion goals by 80%

• Conversion rate 4X higher than site
average

BASF
Engaged audiences with a
condensed eBook version of 36-
page content piece
• Average time in experience was 12
minutes!

• 17% of viewers clicked with the
“download” CTA

Optimize! A/B test if you can.

Iterate & expand.

Evaluate what was learned & use to inform
future content strategy.

Capitalize on new data

Think about companion pieces, like:

Solution ﬁnders

Calculators
What’s Next?

Thank You! We’d love
to hear from you!
customersupport@ioninteractive.com
aross@ioninteractive.com
Web: www.ioninteractive.com
Twitter: @ioninteractive

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Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication. Takeaways: Tactics and benchmarks for SEO content that converts in 2024 Page layouts and content formats that convert organic traffic Crafting keyword strategy and calls-to-action for conversion

SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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The way brands view LinkedIn is completely backwards. In both B2C and B2B marketing, LinkedIn has massive untapped potential for all companies, including activating employees as thought leaders and influencers. Learn about the ways brands are currently using the platform, how they should be using the platform, and how business leader’s should be using about the platform to drive business results. Key Takeaways: - Why LinkedIn is so important for all brands- How brands should view LinkedIn- How marketing leaders should use LinkedIn for their own brand

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

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Customer Webinar: eBooks 101

1. Interactive eBooks Who, What, Where, When & How (to Launch Great Ones!)

2. Welcome! Audrey Ross Director of Customer Engagement Stephanie Mansueto Sr. Content Strategist

3. What We’ll Cover What are they? When to use them? Where can they work best? How to create them? Examples & success stories!

4. What is an interactive eBook?“ ” in·ter·ac·tive e·book ˌin(t)ərˈaktiv ˈē-ˌbu̇k noun Meaning: a digital, visual web experience that has multiple chapters or sections of content that a user can freely select and engage with based on their interest and preference.

5. Common Structure { Landing Page Chapter Pages

6. Is this an Interactive eBook?

7. No.

8. More compelling and engaging than a static PDF Marketer learns from the data given freely as part of their interaction with the eBook Form placement allows for testing and usage both for lead generation and demand generation (high and mid funnel) Beneﬁts to Brand

9. Allow them to self-educate, progress through content at their pace and based on their interest Can choose their own adventure, and content feedback loop becomes more specific to their interests Feels like less effort Benefits to User

10. Places to start • Static ebook PDF • White paper • Long-form blog content or a blog series • Long-form static piece (ex: collection of case studies) • Checklist or a list of best practices

11. Best Practices

12. 1. Visual, pleasing landing page

13. Salesforce example

14. 24 Hour Fitness example

15. ThreatMetrix example

16. 2. Chapter/section navigation on every page

17. Salesforce example

18. Hibu example

19. Direct Marketing News example

20. 3. 4-6 Chapters of content

21. 4. Content sections are standalone

22. 5. Form & gate experimentation

23. Pitney Bowes example

24. 6. Subtle animations

25. Getting It Done

26. Step 1: Select Your Starter Content Piece or Asset

27. Step 2: Pick Your Quick Start

28. Step 3: Use content templates to focus and curate the content for interactive format

29. Step 4: Publish!

30. Doing it Right

31. Purchasing Power Combined use of eBooks and solution ﬁnders during buying process to educate and drive more purchases • Exceeded conversion goals by 80% • Conversion rate 4X higher than site average

32. BASF Engaged audiences with a condensed eBook version of 36- page content piece • Average time in experience was 12 minutes! • 17% of viewers clicked with the “download” CTA

33. Optimize! A/B test if you can. Iterate & expand. Evaluate what was learned & use to inform future content strategy. Capitalize on new data Think about companion pieces, like: Solution ﬁnders Calculators What’s Next?

34. Thank You! We’d love to hear from you! customersupport@ioninteractive.com aross@ioninteractive.com Web: www.ioninteractive.com Twitter: @ioninteractive

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