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Hot Trends in Interactive Content Marketing

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ion co-founder Anna Talerico takes us for an inspiring and informative dive into engaging interactive content examples.
Anna uses real-world examples from brands like Symantec, Athena Health, Dun & Bradstreet, BASF, Nielsen, Cradlepoint and more. See the modern marketing trends that are driving engagement and lead quality today:

- Unique ways to gate and drive more leads
- Why micro-interactions are a must
- Assessments to increase lead quality
- Interactive video for edutainment
- Sales enablement as the next marketing frontier
- Surfacing interactions to sales

Publié dans : Marketing
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Hot Trends in Interactive Content Marketing

  1. 1. Interactive A Look at the Brands 
 Leading the Way Content Marketing Hot Trends in
  2. 2. Tweet With Us @ioninteractive #ionwebinar
  3. 3. Welcome! Anna Talerico
 co-founder, ion interactive Jay Ojea
 Product Specialist
  4. 4. Hot trends in Micro-interactions become a must
 Getting serious about lead gen
 The rise of the assessment
 Interactive content for account-
 based selling
 Sharing better information with sales
 Interactive video intrigue interactive content:
  5. 5. TREND 1 Microinteractions Become a Must
  6. 6. 76 % 76% of content marketers cite content engagement as a top goal. Microinteractions
  7. 7. 60 % 60% say their content doesn’t garner enough engagement. Microinteractions
  8. 8. Microinteractions Content engagement is the most important thing on a content 
 marketer’s mind.
  9. 9. Static Content Most content is static 
 and Pass/Fail.
  10. 10. Microinteractions Content engagement as 
 the biggest thing on 
 a marketer’s mind.
  11. 11. Microinteractions Interactivity enhances readability, highlight key concepts or to 
 illustrate a key point.
  12. 12. Interactive Forms
  13. 13. Visual Choices If an ice cream truck suddenly shows up, 
 what would your first choice be? Vanilla Soft-Serve Strawberry Chocolate- covered ice 
 cream pop
  14. 14. Hover Layers & Reveal
  15. 15. Sticky Nav
  16. 16. 50 % Interactive elements like this can boost engagement more than 50%. Microinteractions
  17. 17. In 2015, we saw an increase in Swiping and clicking, Control over seen/unseen content, Personalization (e.g., location tools), Microinteractions, Scroll-based navigation, Video and animation, Transitions and loop functions. This shift places more emphasis on microinteractions, the minutiae of interactivity: a ding sound when you send an email, or an animation to draw attention to a new notification. Interaction design will only get more intricate as technology allows, making this a trend that’s sure to stick around for a while.”~ The Next Web “
  18. 18. Microinteractions • Think: hover, reveal, animation, 
 scroll-based navigation, etc.
 • Use it to enhance the 
 experience of the content and 
 give the visitor control
 • Avoid superfluous use best practices: Scroll Reveal
  19. 19. Microinteractions • Think: hover, reveal, animation, 
 scroll-based navigation, etc.
 • Use it to enhance the 
 experience of the content and 
 give the visitor control
 • Avoid superfluous use best practices:
  20. 20. Microinteractions • Chapter ratings
 • Hover-state facts or data
 • Content chunked into tabs 
 or accordions 
 • Animations in key areas 
 for focus & attention to try: 75% of sales want data on barriers to buying But only 14% are currently getting the data Hover 
 factoid
  21. 21. TREND 2 Getting Serious About Lead Gen
  22. 22. Lead Gen Gates For most marketers, content 
 needs to result in leads and 
 sales qualified leads.
  23. 23. Lead Gen Gates: 1. Gating the content itself (the 
 only one on the decline)
 2. Gating all, or a portion of, the 
 results & outcomes
 3. Gating based on consumption 
 4. Optional conversion 
 (the anti-gate)
  24. 24. Lead Gen Gates Gating the content—the old 
 school, standard approach.
  25. 25. Lead Gen Gates Some results page that shows 
 some results, but also has a call 
 to action to get the complete 
 results.
  26. 26. Lead Gen Gates D&B allows some chapters to be accessible by visitors while others
 utilize a gate to access content.
  27. 27. Lead Gen Gates Gating the results.
  28. 28. Lead Gen Gates The anti-gate — an optional call 
 to action to complete a form. Content Marketing 
 Innovators Get your FREE PDF of the 
 eBook now! GET THE PDF First name Last name Email Phone
  29. 29. TREND 3 The Rise of the Assessment (a.k.a hello lead quality insights!)
  30. 30. Assessments: • Collect valuable data on needs, 
 pains, challenges, maturity 
 and much more
 • Provide value to respondents 
 in the form of
 • Surface data to sales
 • Use data to feed marketing automation, segmentation, personalization
  31. 31. Assessments Visitors receive a set of 
 recommendations, or best practices 
 that apply specifically to them based 
 on how they responded.
  32. 32. • 10 questions or less for highest completion • Mixed inputs • Icons (five9) • Buttons (attivio) • Visual with hover state (CMI) • Show number of steps (aberdeen) • Results pages • Graphical infographic-style (CMI) • How others responded (five9) • Partial results, gate to get 
 complete (five9) • Gate all results (aberdeen) best practices: Assessment
  33. 33. 10 Questions or Less
  34. 34. Mixed Input
  35. 35. Mixed Input
  36. 36. Number of Steps
  37. 37. Result Pages
  38. 38. Result Pages
  39. 39. Result Pages
  40. 40. TREND 4 Interactive Content for Account-based Marketing (aka supporting sales with 
 interactive content)
  41. 41. Account-Specific Microsite
  42. 42. Interactive Presentation Account-specific interactive 
 presentation-style experience.
  43. 43. Guided Assessment
  44. 44. TREND 5 Sharing Better Information
 with Sales
  45. 45. Surfacing to Sales
  46. 46. Surfacing to Sales
  47. 47. Surfacing to Sales
  48. 48. Surfacing to Sales
  49. 49. Surfacing to Sales Sell-side
  50. 50. Surfacing to Sales
  51. 51. Surfacing to Sales
  52. 52. configurations saved self assessments completed report cards graded quizzes taken content consumed solutions built prices calculated
  53. 53. TREND 6 Interactive Video Intrigue
  54. 54. 70 % 70% of respondents indicate that interactive video engaged well or very well. Interactive Video
  55. 55. 29 % Only 29% of respondents say interactive video converts 'well' or 'very well’. Interactive Video
  56. 56. Interactive Video
 Segmentation An experience that branches the viewer 
 to a relevant portion of the video.
  57. 57. Interactive Video
 Shopping cart An experience that branches the viewer 
 to a relevant portion of the video.
  58. 58. That’s a wrap: Micro-interactions become a must
 Getting serious about lead gen
 The rise of the assessment
 Interactive content for account-
 based selling
 Sharing better information with sales
 Interactive video intrigue
  59. 59. info@ioninteractive.com twitter: @ioninteractive Thank You!

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