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How to Launch a Successful Interactive Content Program Now

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One of the common goals we overheard at Content Marketing World was increased engagement.

With more content being created than ever before, it's becoming harder than ever to stand out amongst all the news. Interactive content increases engagement by placing customers in the driver's seat of the way they view your content. During this webinar ion interactive Director of Customer Engagement Audrey Ross and Content Strategist Stephanie Mansueto will share practical tips on how you can implement an interactive content marketing program that increases engagement.

Here are some other topics that will be covered during the webinar:

- What marketers are learning about their prospects and customers with interactive content.
- How interactive content changes the way you engage with your audience.
- Why interactive content is a necessary part of your content strategy.
- Examples of successful interactive content marketing strategies and how they could fit into yours.

Publié dans : Marketing
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How to Launch a Successful Interactive Content Program Now

  1. 1. How to Launch
 a Successful
 Interactive Content Program Now
  2. 2. What’s Inside: •Why Interactive Content NOW? •How to Launch Interactive Content •5 Successful Interactive Content strategies
  3. 3. 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.
  4. 4. What are the Most Popular
 Interactive Content Types?
  5. 5. Assessments Calculators eBooks Interactive
 Infographics Interactive
 White Papers Lookbooks
 & Tours Resource
 Library Solution
 Finders Quizzes
  6. 6. Why Now?
  7. 7. 82% Enterprise marketers say
 engagement is their most important goal. 82%
  8. 8. 87% agree that interactive content grabs the attention of the reader more effectively than static content.* 87% * 2017 Content Marketing Institute’s Research Report
  9. 9. 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
  10. 10. 63% of consumers say they have engaged with disappointing brand content. 23% said they would never read that brand’s content again. 23% 63%
  11. 11. 91% of B2B buyers prefer to consume interactive and visual content. * 2017 Content Marketing Institute’s Research Report 91%
  12. 12. 77% agree that interactive content can have reusable value, resulting in repeat visitors and multiple exposures.* 77% * 2017 Content Marketing Institute’s Research Report
  13. 13. 68% of B2B companies are still struggling with
 lead generation. 68%
  14. 14. Interactive content generates 2x more conversions than
 passive content. 2XConversions
  15. 15. 61% of B2B marketers say that the biggest challenge
 is generating high-quality leads. 61%
  16. 16. 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
  17. 17. Here’s Why Now •Captures reader attention •Increases engagement •Preferred by your audience •Differentiates your content •More effective education •Increases conversions •Growing in usage
  18. 18. 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
  19. 19. 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
  20. 20. How Can You Launch an Interactive Content Marketing Program That Solves
 These Challenges ?
  21. 21. What are you
 creating now? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s)
  22. 22. What do you want
 to gain from the
 content you create? •Increased Engagement •More Clearly Defined Personas •Highly Qualified Leads •Conversions
  23. 23. Don’t start from scratch Reimagine > Repurpose
  24. 24. * 2017 Content Marketing Institute’s Research Report 68% agree that interactive content provides valuable ways 
 to repurpose my organization’s
 passive content.* 68%
  25. 25. How To 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 assessment or quiz questions
  26. 26. How We Accomplished It
  27. 27. What did we learn from this one piece of content? •Readers were engaged •Bounce rate was low •Conversions were high •Content was valuable
  28. 28. Stage in the Buyer’s Journey Where Each Listed Type of Interactive Content Is Most Effective When Used For Content Marketing EARLY MIDDLE LATE * 2017 Content Marketing Institute’s Research Report Assessments 52% 35% 13% Calculators 35% 35% 30% Configurators 23% 44% 33% Contests 74% 20% 6% 
 Games 77% 16% 7% Interactive eBooks 39% 54% 6% Interactive Infographics 59% 37% 4% Interactive Lookbooks 40% 50% 10% Interactive White Papers 35% 50% 15% Quizzes 59% 33% 7% Wizards 43% 24% 33% EXPERIENCES
  29. 29. * 2017 Content Marketing Institute’s Research Report Reason(s) For Not Using Interactive Content Lack of Staff/bandwidth ……………………….…………………………..……….… 50% Lack of Budget ……………………………………………………………………..….. 39% Lack of Technical Expertise ………………………………………………….……… 37% Not Sure Where to Start …………..……………………………………………….…. 41% We Haven’t Researched it Yet ……………………………………………..………… 41% We Are still Researching It ……………………………………………….….………. 38% Too Time-Consuming To Produce ……………………………………..…………… 31% Too Expensive …………………………………..…….……………………………..… 11% Lack of Buy-in at the Executive Level of our Organization ………………….…. 25% Not Convinced of the value ………………………………………………………..….. 9% Little to no usage in my industry.that merits the investment ……..….…..…..… 6% Don’t believe it is effective …..…….…..……………………………………………… 2%
 We Tried Interactive Content in the Past, But Did Not Have Success ………… 2%
  30. 30. 5 Successful Interactive
 Content Strategies
  31. 31. Lead Generation 1
  32. 32. What Works Assessments Quizzes Interactive Infographics Calculators Interactive eBooks
  33. 33. Awareness / Engagement 2
  34. 34. What Works Surveys/Polls Interactive Infographics Quizzes Lookbooks
  35. 35. Education 3
  36. 36. What Works Interactive White Papers Interactive eBooks Solution Finders Configurators Interactive Infographics
  37. 37. Sales Enablement 4
  38. 38. What Works Sales Toolkits Resource Libraries Assessments Calculators
  39. 39. Customer Engagement 5
  40. 40. What Works Surveys/polls Interactive Presentations Solution Finders Interactive White Papers
  41. 41. Create a Content Journey 6
  42. 42. What Works Use Data Insights Connect Content Pieces Personalize It Value at Every Stage Build a Platform, not a Piece
  43. 43. Why Interactive Content Now? •More effective for engagement and lead generation •Can re-imagine what works today •Immediate learnings •Proven strategies •Tools to help you succeed
  44. 44. info@ioninteractive.com twitter: @ioninteractive Thank You

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