balancing your interactive content priorities

INTERACTIVEINFOGRAPHIC

INTERACTIVEWHITE PAPER

Prioritizing & Managing Interactive Content

What’s Inside…‣ Deciding what type of interactive

content you need & determining how much effort you should spend on it! ‣ Goals ‣ Audience ‣ Distribution/Promotion ‣ Effort versus value ‣ Resource considerations ‣ Roles ‣ Process

Types of Interactive Content

EBOOKS

INTERACTIVEWHITE PAPERS

SURVEYS ASSESSMENTSQUIZZESLOOKBOOKS

INTERACTIVEINFOGRAPHICS

SOLUTION BUILDERS

CONFIGURATORSCALCULATORS

CONTESTS & GAMES

SOLUTION FINDER

Interactive content offers a feedback loop, engaging the visitor with participation, with the outcome and path determined by the user.

Deciding What Interactive Content To Launch

• Goals • Audience & Buyers Journey/

Funnel • Distribution/Promotion • Effort & Value

• Resources/Budget• Existing Content

Take into consideration:

Common Goals Engagement

Consumption

Education

Social Sharing

Lead Gen

Lead Nurture / Funnel Acceleration

Purchasing

Upsell / Cross Sell

Retention

“I want a calculator.” “Great! Tell me more.

Why do you want a calculator? What are

your goals for the calculator?”

“To get people to calculate.”

“OK, great. Why? What is

calculating important?”

“So they can see the price,

dummy!”

“Why is calculating important?”

“When they see how great our prices are, and our volume discounts, they will buy on the spot!”

“Ah, so the goal of your calculator is to

drive sales—perfect!”

Focus on the business goal for interactive content. Begin with the end in mind.

Know your goals before choosing the type of interactive content you need

Engagement

Consumption

Education

Social Sharing

Lead Gen

Lead Nurture / Funnel Acceleration

Purchasing

Upsell / Cross Sell

Retention

Interactive Content Examples to Fit Your Goals Engagement • Quizzes • Interactive Infographic • CalculatorsLead Gen

• Assessment • Microsites • Interactive White Paper • Configurators

Education & Consumption • Interactive White Paper • Assessments • Microsites

Sharing • Quizzes • Games • Lookbooks

Lead Nurture / Acceleration • Configurators • Calculators

Purchase • Configurators • Calculators

Another thing to define before you choose a type of interactive content: what part of the buyer’s journey are you targeting?

EARLYFocus on: AwarenessEducation

MID Focus on: Education

Acceleration

LATE Focus on:

Acceleration Decision Making

Early Stage • Awareness • Education

CONTESTS &GAMES


ASSESSMENTSQUIZZES LOOKBOOKS

Types of interactive content to fit the early stage:

Mid Stage • Education • Acceleration

ASSESSMENTSINTERACTIVEWHITE PAPERS

SOLUTIONFINDER

QUIZZES EBOOKS

Types of interactive content to fit the mid stage:

Late Stage • Acceleration • Decision Making

CALCULATORS SOLUTIONBUILDER

CONFIGURATORS

Types of interactive content to fit the late stage:

Another thing to define before you choose a type of interactive content: how do you plan on promoting and distributing your interactive content?

Social Paid Social Third Party Email “House” Email/Nurture

Paid Search Organic Search Display Native Advertising Trade Show & Events

Distribution / Promotion by “Weight” of Content Lighter content is for early-stage buyers, and is for easy, simple engagement (it doesn’t require a

lot of your visitor). Heavier content is for later-stage buyers and can be require more time and attention commitment.

Light Content (Early Stage) Trade Show

Social Paid Search

OrganicDisplay

Medium Content (Mid Stage) Native Ad

Third Party Email House Email Paid Search

OrganicDisplay

Heavy Content (Mid to Late Stage) House Email Paid Search

Organic Native

• Trade Show • Social • Paid Search

CONTESTS &GAMES


ASSESSMENTSQUIZZES LOOKBOOKS

• Organic • Display

Light (Early)

Types of light interactive content for the early stage:


SOLUTIONFINDER

QUIZZES EBOOKS

Medium (Mid) • Native Ad • 3rd Party Email • House Email

• Paid Search • Organic • Display

Types of medium interactive content for the mid stage:


SOLUTIONFINDER

QUIZZES EBOOKS

Heavy (Mid - Late) • Native Ad • 3rd Party Email • House Email

• Paid Search • Organic • Display

Types of heavy interactive content for the mid to late stage:

Is the effort you’ll put into the interactive content worth it?

The value of interactive content is based on your goals, your promotional plans and the effort involved. Use a little back of the napkin chart to check your gut.

HIGH

MEDIUM

LOW

LOW MEDIUM HIGH

EFFORT

VALU

EEXAMPLE:A sophisticated product configurator for a low priced, low value product, for a small campaign or target audience.

High Effort, Low Value

EFFORT

EXAMPLE:A quiz that provides educational or thought leadership content for a large audience/campaign.

HIGH

MEDIUM

LOW

LOW MEDIUM HIGH

EFFORT

VALU

EHigh Value,Low Effort

VALUE

EXAMPLE:A complex configurator for a high-price point product, regardless of audience size.

HIGH

MEDIUM

LOW

LOW MEDIUM HIGH

EFFORT

VALU

E High Value,High Effort

VALUE & EFFORT

HIGH

MEDIUM

LOW

LOW MEDIUM HIGH

EFFORT

VALU

E High Value,High Effort

VALUE & EFFORT

EXAMPLE:A complex configurator for a high-price point product, regardless of audience size.

How much time should you invest in interactive content, based on value to the organization?

• High value: 1-7 days • Medium value: 2-4 days • Low value: <1 day

Guidelines for the average time per interactive content experience (assuming you are using interactive content software—like ion):

Resource Considerations • How fast does it need to get to market? • What resources are available? • Opportunity cost of using/not using resources • Opportunity cost of launching/ not launching • Complexity of build & launch • What content is already available • Low hanging fruit

The Process & Roles of Creating Interactive ContentReview &

MeasurementBrainstorm& Planning

Interactive Wireframe

Design& Build

Content Creationor Editing

QA Launch PromoteConceptBrief

Project Manager

ContentMarketer Copywriter Web

Developer Designer Web Analyst

Review & Measurement

Brainstorm& Planning


Design& Build



Project Manager



Process & Roles




Design& Build



ProjectManager



Process & Roles

Roles with Interactive Content Software: No web developer or designer needed




Design& Build



Project Manager



What to Consider When Deciding on Interactive Content

‣Goals ‣Effort & value ‣Opportunity cost of launching/not launching ‣What content is already available ‣What resources are available ‣Opportunity cost of using/not using resources ‣Complexity of build & launch ‣Low hanging fruit

We can help! Learn more about how we can help you rapidly deploy interactive content experiences without development. Sales: (561) 235.7474 Main: (888) ion.idea (466.4332)

[email protected] www.ioninteractive.com @ioninteractive

mailto:[email protected]

http://www.ioninteractive.com

balancing your interactive content priorities

Marketing

type of interactive

heavier content

interactive contentwhats

stage buyers

simple engagement

awarenesseducationmid

business goal

party email house emailnurture