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How to Make Your Content Interactive

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The tactical ins and outs of actually making it happen.

WHAT SHOULD YOU BUILD?
WHERE SHOULD YOU LAUNCH IT?
WHAT RESOURCES & TOOLS DO YOU NEED?
HOW MUCH TIME SHOULD YOU INVEST?
WHAT MEASUREMENT CAN YOU EXPECT?

We give you answers to some of the most challenging interactive content questions. Learn the tactical ins and outs of getting an interactive content program off the ground, followed by a brief product demo of the leading interactive content marketing platform.

- Resources, Time and Planning
- TCO—Launching and Maintaining
- Evolution and Customization
- Data Opportunities and Management

Research and performance show that interactive content captures attention, engages, converts and profiles leads better than static content. The hurdle has always been making it happen.

Publié dans : Marketing
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How to Make Your Content Interactive

  1. 1. How to Make Your Content Interactive
  2. 2. What should you build?
 What resources do you need?
 How much time should you invest?
 What should you measure?
 Should your content even be interactive?
 What’s inside
  3. 3. What should 
 you build?
  4. 4. Types of Interactive Content Used Assessments …………………………………….54% Calculators .......................................................52% Contests ...........................................................50% Quizzes .............................................................48% Interactive infographics …………………….….44% Interactive eBooks ………………………………38% Interactive white papers ……………………..…27% Configurators .…………….……………..……… 26% Games ………………………………………….… 24% Wizards ……………………………………………17% Interactive lookbooks ………………………..…15% Note: Multiple Responses permitted.
  5. 5. Start with what you have that
 can be repurposed interactive WP or eBook interactive infographic lookbook quiz solution builder assessment configurator calculator Your whitepaper becomes… X X Your product brochure… X X Your pricing sheets… X Your infographic… X X Your research… X X X X Your product specs… X Your solution briefs… X X X
  6. 6. Or consider the Buyers Journey early mid late ebook X X interactive white paper X X interactive infographic X lookbook X quiz X X game X X assessment X X configurator/solution builder X X calculator X X
  7. 7. Or consider your sources of traffic interactive whitepaper or eBook interactive infographic lookbook quiz contests/ games assessment /scorecard solution builder / configurator calculator trade show X X X X social X X X X paid search X X X X organic X X X X X X X display X X X X 3rd party email X X house email X X X X X X native advertising X
  8. 8. Interactive Content Usage Note: Multiple Responses permitted. Landing pages ……………………………………………. 64% Social media platforms ………………………….………. 51% Microsites …………………………………..……………… 46% Blogs …………………………………………….……..…… 45% eNewsletters ………………………………..……………… 38% Corporate home page …………………………………….. 34% Paid content promotion services …………….………….18% Other places ……………………………………………….… 6%
  9. 9. https://apps.ioninteractive.com/site/solution-finder/interactive-content Use our Content Solution Finder
  10. 10. Considerations • Goals for the interactive content
 • How you will measure success
 • What you already have that can be repurposed
 • Where in the buyers journey you are focused on
 • How you will drive traffic to your experience(s)
  11. 11. What resources
 do you need?
  12. 12. There are only
 two ways
 interactive content
 gets made…
  13. 13. Web developer
 (Codes it)
  14. 14. Interactive content marketing software
  15. 15. Functional 
 Resources • Strategy (what you should 
 build, why, etc)
 • Copywriting
 • Design
 • Software or coding
 • Analysis
  16. 16. How much time
 should you invest?
  17. 17. Consider how valuable a particular interactive content experience 
 is likely to be for your buyer and for your company… Will your audience find it helpful or useful? unlikely somewhat
 likely very likely Will your audience find this entertaining or educational? unlikely somewhat
 likely very likely Will it be the type of experience your audience will want to share? unlikely somewhat
 likely very likely Will you have a clear call to action such as lead conversion, purchase or contact sales? no call
 to action somewhat
 likely primary emphasis on call to action Will it be used across a variety of campaigns and/or types of traffic? single campaign/type of traffic across some campaigns/ traffic yes, many campaigns/ traffic Is it time-based (usefulness will expire), or can be useful over an extended period of time? 1-3 months 3-12 months 12+ months
  18. 18. Use this matrix to determine if you should proceed, based on the intersection of effort expended to create/launch and potential value: high value mid value low value high effort (think: 5+ days of effort) yes! consider avoid mid effort (think: 2-5 days) yes! yes! avoid low effort (think: <1 day) yes! yes! yes!
  19. 19. High Value, High Effort : go for it
  20. 20. High Value, Low Effort: go for it
  21. 21. High Effort, Low Value: proceed with caution
  22. 22. Balancing Effort & Value
  23. 23. Bottom line:
 Hours, days or 
 weeks? (it depends)
  24. 24. What should 
 you measure?
  25. 25. Use behavioral tagging to gain insight
 into your what content your visitors are consuming
  26. 26. Increment a point each time your visitor
 takes any action inside the interactive
 content experience 1+ 1+ 1+ 1+ 1+ Example: Interactive Table of Contents, 50 Ways to Engage
  27. 27. Surface engagement/content consumption to your sales team
  28. 28. How are you doing with the measurement basics for your interactive content? You measure bounce rate for the interactive content experience, by traffic source and/or campaign. no yes You measure time spent for the interactive content experience, by traffic source and/or campaign. no yes You measure conversion rate for the interactive content experience, by traffic source and/or campaign. no yes You track and evaluate visitor behavior to understand what’s working, and what’s not. no yes You use engagement scores for your interactive content to understand content consumption. no yes You surface visitor behaviors, outcomes and engagement scores to sales in a contextually meaningful way. no yes
  29. 29. Measuring Interactive Content Website traffic ……………………………………………………………… 49% Higher conversion rates…………………………………………..….…… 47% Social media sharing……………………………………………..…..…… 43% Time spent on website………………………………………..……..……. 41% Sales lead quality (e.g., sales accepted leads) …………………….… 40% Data capture…………………………………………………………………. 37% Sales lead quantity………………………………………………….….….. 30% Qualitative feedback from customers …………………………….……. 25% Inbound links ……………………………………………………..………… 24% SEO ranking…………………………………………………………………. 23% Sales ……………………………………………………………….……..….. 23% Subscriber growth ……………………………………………..………….. 23% Brand lift …………………………………………………………………….. 21% Purchase intent …………………………………………………………….. 16% Brand differentiation ……………………………………………..…………15% Customer renewal rates………………………………….…………………15% Cost savings …………………………………………………….…………… 6% Other methods ………………………………………………….…………….1% Do not measure ………………………………………..…………..………… 7%
  30. 30. The Process
  31. 31. Interactive Content Process STEP 1 Brainstorm
 STEP 2
 ConceptBrief
 STEP 3 Interactive
 Wireframe
 STEP 4 Design & Build
 STEP 5 QA STEP 6 Launch STEP 8 Review & 
 Measurement STEP 7 Promote
  32. 32. Should your content
 even be interactive?
  33. 33. Bottom line: YES
  34. 34. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... generating conversions 36% INTERACTIVE CONTENT STATIC CONTENT % 70% VS
  35. 35. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... educating the buyer 70% INTERACTIVE CONTENT STATIC CONTENT 93% VS
  36. 36. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... differentiating from competitors 55% INTERACTIVE CONTENT STATIC CONTENT 88% VS
  37. 37. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... being shared 17% INTERACTIVE CONTENT STATIC CONTENT 38% VS
  38. 38. A Popular Approach More than half of marketers surveyed
 are now using interactive content
 53%
  39. 39. More On the Horizon Anticipate increase in use of interactive
 content in 2016 versus 2015 75%
  40. 40. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66 AGREE% 66%
  41. 41. Interactive content provides 
 me with valuable ways to
 repurpose my organization’s 
 passive content. Content Repurposing 67 AGREE% 67%
  42. 42. Non gated interactive content
 can provide a “sample” of
 the brand, resulting in a higher degree of lead nurturing Lead
 Nurturing 75 AGREE% 75%
  43. 43. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79 AGREE% 79%
  44. 44. Interactive content can have reusable value, resulting in repeat visitors and multiple exposures Web Traffic 79 AGREE% 79%
  45. 45. Interactive content grabs the attention of the reader more effectively than static content Attention/ Differentiation 81 AGREE% 81%
  46. 46. 50XEngagement An engaging quiz drives 50 times more participation
  47. 47. 4XConversions Purchasing power drove 4 times the number 
 of e-commerce conversions.
  48. 48. 7.5-10 
 Increase in 
 Leads through education % Interactive White Paper
  49. 49. 36Increase in 
 Conversions 21Increase in 
 Site Visits % %
  50. 50. I prefer more interactive/visual
 content that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey 91% Interactive content is what buyers want…
  51. 51. Reasons Interactive Content Used 
 in Content Marketing Educating the audience ……………………….………… 75% Engagement ……………………………………………….. 59% Lead generation/top of funnel …………….…………… 58% Create brand awareness …………..……………………. 57% Conversion………………………………………….……… 49% Social media/community engagement ……….………. 41% Lead nurturing/mid-funnel ……………………….…….. 33% Customer retention/loyalty………………..…….………. 31% Storytelling ………………………………………..……….. 31% Sales/sales enablement ………….…………….….…….. 28% Other reasons ……………..………………………..…….… 4% Note: Multiple Responses permitted.
  52. 52. Quite simply, it’a not a question
 of whether companies should use
 interactive content but rather
 how soon they should start. “ ”~ Content Marketing Institute
  53. 53. ion Capabilities Create any type of responsive, data-driven interactive content experience
 Reduce time to market using our pre-built quick start,templates, or start from a blank slate
 Go live right inside the platform, using your customized, branded URLs Conduct real-time A/B testing to improve results View real-time analytics on performance and measurement Surface individual buyer insights to sales Integrate with your CRM, marketing automation and more
  54. 54. info@ioninteractive.com atalerico@ioninteractive.com twitter: @annatalerico Let’s connect

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