Deliver Engaging Contentto Your Buyers
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A Tale of Two Journeys
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What’s Inside•The state of content marketing
•The buyer’s journey across your content
•Static versus interactive content
•Surfacing rich content insights to marketing & sales
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Content marketing is the marketing and business process for creating and distr ibuting relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
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Content Marketing Institute
“
”
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The purpose of content marketing is to
attract, acquire and engage an audience.
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What types of content are we creating to attract,
acquire & engage our audience?
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Types of ContentSocial Media Content Other Than Blogs
eNewsletters
Articles on Your Website
Blogs
In-Person Events
Case Studies
Videos
Illustrations/Photos
White Papers
Online Presentations
Infographics
Webinars/Webcasts
Research Reports
Microsites
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And we’re making a whole lot of it…
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marketers who use content marketing
2015 B2C/B2B Content Marketing Trends, Content Marketing Institute
%77 B2C
86%
B2BMarke t e r s Ma r k e t e r s
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Almost half have adedicated content marketing group
2015 B2C/B2B Content Marketing Trends, Content Marketing Institute
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of total marketing budgetspend on content marketing
2015 B2C/B2B Content Marketing Trends, Content Marketing Institute
28 %
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more than half say they willincrease spending in the
next 12 months 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute
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of B2B marketersare creating more content
than they did a year ago
2015 B2B content marketing trends, Content Marketing Institute
70 %
But Let’s
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PauseFor a Moment
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Clearly, we’re investing our time, energy and resources
into content marketing.
So how’s it working for us?
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We could be doing much better.
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marketers who say their content marketingis effective
2015 B2C Content Marketing Trends, Content Marketing Institute
%37 B2C
38 %B2BMarke t e r s Ma r k e t e r s
Only
say their content doesn’t create enough opportunity for engagement
58 %
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Demand Metric, Enhancing the Buyer’s Journey,
A whopping
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marketers who are challenged measuring content effectiveness
2015 B2C/B2B Content Marketing Trends, Content Marketing Institute
%51B2C
49%
B2BMarke t e r s Ma r k e t e r s
Wait… We’re increasing investments in
content marketing, but we’re struggling with measuring how effective our content
actually is?
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We have reporting coming out of our ears. But to be able to connect all those things into
one cohesive view that connects it to business metrics is hard.
It really is.
Gary Van Prooyen
“
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Let’s
demystify the measurement issue
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The Problem with Measurement
We can’t really know more than we already know.
1
2 What we know isn’t all that illuminating.
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We have all the data we need to measure
content consumptionand influence
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Data isn’t the missing link.
The missing link is the interaction and experience our buyers are
having with our content.
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
So, let’s take a different view of this
measurement issue.
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Static content provides limited opportunity for
engagement, insights & effectiveness.
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Interactive content can solve for this.
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Interactive content can engage your buyer
in a radically more effective manner while surfacingmuch richer insights.
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of buyers go through their buying journey before talking to a sales rep
chiefmarketer.com
70 %
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So let’s introduce you to two types of buyer journeys…
The Tale of Two Journeys
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A Journey through Static Content• View an infographic• Register to download a white paper• Click through an email to download a best
practices guide• Read a blog post• View product pages• Download a solution
brochure• View the “getting started”
page• Attend a webinar• Watch a video
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What Do We Know?• Viewed an infographic• Registered to download a white paper• Clicked through an email and downloaded a best
practices guide• Read a blog post• Viewed product pages• Downloaded a solution
brochure• Viewed the “getting
started”page• Attended a webinar• Watched a video
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Not all that illuminating, eh?
But what can a buyer’s journey look like withinteractive content?
Early Stage
A visitor clicks on a tweet and engages with an interactive infographic. We know every element he interacts with.
Early Stage
Marketing places a cookie on the visitor for marketing automation & retargeting.
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At This Point We Know…
STATIC INTERACTIVE
VSWe know a visitor viewed the infographic.
We don’t know if there was any specific
infographic content that interested him.
We know which stats the visitor interacted with.
Early Stage
The visitor is retargeted with specific banner ads that pick upwhere his affinity for the infographic left off. He clicks!
Early Stage
He lands and engages with an interactive white paper. We know every element he interacts with.
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We Know
STATIC INTERACTIVE
VSWe know a visitor hit a landing page.
He may or may not have converted. If he converted, we know he downloaded the
white paper. We don’t know if he read it.
We know which sections of the white
paper content the visitor interacted with.
Early Stage
He decides he wants the PDF version emailed to him.
Now he converts from an anonymous visitor to Bill.
Early Stage
Bill’s previous interactions are married to his contact information.
Early Stage
+
Bill is added to a nurture campaign.
Early Stage
Bill gets an email offering an assessment.
Early Stage
Mid Stage
Bill completes the assessment.
Mid Stage
Marketing is capturing key behaviors and responses.
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We Know
STATIC INTERACTIVE
VSWe know he downloaded an
assessmentdocument.
We don’t know if he read it or if it just sat
on his desk collecting dust.
We know how Bill answered each
assessment question and his ultimate score.
We know his pains!
Mid Stage
Bill shares the insights and results with his boss.
Mid Stage
Marketing’s next nurture email to Bill is triggeredbased on his previous responses.
Mid Stage
Bill clicks through and uses a solution builder.
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We Know
STATIC INTERACTIVE
VS We know the solution Bill
configured based on his specific
situation.
We know Bill downloaded a
product brochure & hit a solution page on our
website.
Bill shares the solution builder results with his colleagues.
Mid Stage
Mid Stage
Bill bubbles up to sales as an active lead. Sales sees Bill’s responses in the CRM and reaches out to begin a dialog,
starting at his point of interest.
After their call, sales sends Bill an ROI calculator.
Mid Stage
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We Know
STATIC INTERACTIVE
VS We know Bill’s specific ROI case.
1. We know
Sales sent an email.
2. We know Sales captured call
notes in the CRM.
Bill’s data is captured and surfaced to sales.
Mid Stage
Late Stage
Bill calls his sales rep. He’s got buying questions.
Late Stage
Bill & sales discuss set up, using an implementation configurator together.
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We Know
STATIC INTERACTIVE
VS All the implementation
details, timelines, stakeholders,
roles input in the implementation
planner.
We know sales and the buyer talked about
implementation details.
Late Stage
Bill shares the results with colleagues.
Late Stage
Bill is thinking and planning.
Late Stage
Bill is talking with his boss about implementation details and program goals.
Late Stage
Bill is talking to procurement and doing legwork.
Late Stage
Bill had a great content experience. He had a relevant experience with sales. Bill gained team agreement. Bill is ready to buy!
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The Tale of Two Journeys
• View an infographic • Register to download a white
paper • Click through an email to
download a best practices guide
• Read a blog post • View product pages • Download a solution brochure • View the “getting started”
page • Attend a webinar • Watch a video
PASS/FAIL
• Interact with an interactive infographic
• Interact with an interactive white paper
• Complete a quiz • Register to download a white
paper • Answer a 15-question self
assessment • Configure a solution • Use an ROI calculator • Use an implementation calculator
RICH INSIGHTS TO SURFACE TO SALES
VS
It’s hard to surface buyer insights & meaningful digital
body language without interactions.
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What does interactive content mean
for the organization?
Content that is not simply pass/fail
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Content that your audience wants to
consume—that they will engage with and use
Better engaged/educated prospects
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Sales can meet the buyer at the point
of interest
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Better sales and marketing alignment
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Moreopportunities
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More customers
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Content – defined as all information components produced by marketing to
communicate ideas and transfer knowledge to buyer and seller audiences – plays a critical role
in driving demand. But when the type of content created does not align with buyers’
and sellers’ needs, it fails to support the types of conversations that are required to
move the buying process forward.
Sirius Decisions
“
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Conversion Path
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How to Use Interactive Content During
Each Stage of the Buyer’s Journey
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Early Stage
EBOOKS INTERACTIVEWHITE PAPERS
SURVEYS ASSESSMENTSQUIZZESLOOKBOOKSINTERACTIVEINFOGRAPHICS
Begin the dialog. Design for content engagement. Seek to educate.
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Mid Funnel
EBOOKS INTERACTIVEWHITE PAPERS
SURVEYS ASSESSMENTS CONFIGURATORS CALCULATORS
Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones.
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Late Stage
ASSESSMENTS SOLUTION BUILDERS
CONFIGURATORS CALCULATORS
Create a ready buyer. Emphasis on buyer self education. Surface deep insights to sales.
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your prospects and customers don’t want your content
They want answers to their questions or new information
They want you to be useful and helpful
They want to learn
They want something interesting
The Bottom Line Is…
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Interactive content delivers what your buyers want and the
measurement insights you need.
70 %INTERACTIVE CONTENT 36 %
PASSIVE CONTENT
VS
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of marketers say that it’s effective at engaging their audience.
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Comparing interactive to passive content, interactive content is somewhat or very effective at...
educating the buyer
93 % VS 70 %INTERACTIVE CONTENT PASSIVE CONTENT
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Comparing interactive to passive content, interactive content is somewhat or very effective at...
differentiating from competitors
VS 88 %INTERACTIVE CONTENT
55 %PASSIVE CONTENT
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Comparing interactive to passive content, interactive content is somewhat or very effective at...
being shared
VS 38 %INTERACTIVE CONTENT
17 %PASSIVE CONTENT
ENGAGING
USEFUL
DIFFERENTIATED
SCALABLE
EFFECTIVE
MEASURABLE
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Why Interactive Content Works So Well:
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ion can help!We help customers concept, create and launch interactive content experiences.
www.ioninteractive.com @ioninteractive [email protected]