how to launch a successful interactive content program now

How to Launch a Successful

Interactive Content Program Now

What’s Inside:• Why Interactive Content NOW?

• How to Launch Interactive Content

• 5 Successful Interactive Content strategies

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.

What are the Most PopularInteractive Content Types?

Assessments Calculators eBooks InteractiveInfographics

InteractiveWhite Papers

Lookbooks& Tours

ResourceLibrary

SolutionFinders

Quizzes

Why Now?

82% Enterprise marketers sayengagement is their most important goal.

82%

87% agree that interactive content grabs the

attention of the reader more effectively than

static content.*

87%

* 2017 Content Marketing Institute’s Research Report

Reasons for Interactive Content Usein 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%


63% of consumers say they have engaged with

disappointing brand content.

23% said they would never read that brand’s

content again.

23%63%

91% of B2B buyers prefer to consume interactive

and visual content.


91%

77% agree that interactive content can have reusable value,

resulting in repeat visitors and multiple

exposures.*

77%


68% of B2B companies are still struggling withlead generation.

68%

Interactive content generates 2x more conversions than passive content. 2X

Conversions

61% of B2B marketers say that the biggest challengeis generating high-quality leads.

61%

75% agree that non-gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing.*

75%


Here’s Why Now• Captures reader attention

• Increases engagement

• Preferred by your audience

• Differentiates your content

• More effective education

• Increases conversions

• Growing in usage

46% indicated their organization has used

interactive content as part of its overall mix of content

marketing tactics.*

46%


79%

79% of content marketers who are using interactive content plan to increase their use of it in the next

12 months.*


How Can You Launch an Interactive Content Marketing Program That Solves

These Challenges

?

What are youcreating now?

• Blogs

• Email Marketing

• White Papers

• Webinars

• Support Content (FAQ’s)

What do you wantto gain from the

content you create?• Increased Engagement

• More Clearly Defined Personas

• Highly Qualified Leads

• Conversions

Don’t start from scratch Reimagine > Repurpose


68% agree that interactive content

provides valuable ways to repurpose my organization’s

passive content.*

68%

How To ReimagineYour 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

How We Accomplished It

What did we learn from this one piece of

content?•Readers were engaged

•Bounce rate was low

•Conversions were high

•Content was valuable

Stage in the Buyer’s JourneyWhere Each Listed Type of Interactive Content Is Most Effective When Used For Content Marketing

EARLY MIDDLE LATE


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


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%

5 Successful Interactive Content Strategies

Lead Generation

1

What Works Assessments

Quizzes

Interactive Infographics

Calculators

Interactive eBooks

Awareness / Engagement

2

What Works

Surveys/Polls


Quizzes

Lookbooks

Education

3

What Works Interactive White Papers

Interactive eBooks

Solution Finders

Configurators


Sales Enablement

4

What Works

Sales Toolkits

Resource Libraries

Assessments

Calculators

Customer Engagement

5

What Works

Surveys/polls

Interactive Presentations

Solution Finders

Interactive White Papers

Create a Content Journey

6

What Works Use Data Insights

Connect Content Pieces

Personalize It

Value at Every Stage

Build a Platform, not a Piece

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

[email protected] twitter: @ioninteractive

Thank You

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