How to Make Your Content Interactive

How to Make Your Content

Interactive

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

What should you build?

Types of Interactive Content UsedAssessments …………………………………….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.

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 XYour pricing

sheets… X

Your infographic… X X

Your research… X X X XYour product

specs… XYour solution

briefs… X X X

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

Or consider your sources of trafficinteractive whitepaper or eBook

interactive infographic lookbook quiz contests/

gamesassessment/scorecard

solution builder /

configuratorcalculator

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 Xnative

advertising X

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%

https://apps.ioninteractive.com/site/solution-finder/interactive-contentUse our Content Solution Finder

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)

What resources do you need?

There are only two waysinteractive contentgets made…

Web developer (Codes it)

Interactive content marketing software

Functional Resources• Strategy (what you should

build, why, etc)

• Copywriting

• Design

• Software or coding

• Analysis

How much timeshould you invest?

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 callto action

somewhatlikely

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

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!

High Value, High Effort : go for it

High Value, Low Effort: go for it

High Effort, Low Value: proceed with caution

Balancing Effort & Value

Bottom line:Hours, days or weeks? (it depends)

What should you measure?

Use behavioral tagging to gain insightinto your what content your visitors are

consuming

Increment a point each time your visitortakes any action inside the interactive

content experience

1+

1+ 1+ 1+

1+

Example: Interactive Table of Contents, 50 Ways to Engage

Surface engagement/content consumption to your sales team

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

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%

The Process

Interactive Content ProcessSTEP 1

Brainstorm

STEP 2 Concept Brief

STEP 3 Interactive WireframeSTEP 4 Design & Build

STEP 5 QA

STEP 6 Launch

STEP 8 Review & Measurement

STEP 7 Promote

Should your content even be interactive?

Bottom line: YES

Comparing interactive to passive content, interactive content is somewhat or very effective at...

generating conversions

36 %INTERACTIVE CONTENT STATIC CONTENT

%70 % VS

Comparing interactive to passive content, interactive content is somewhat or very effective at...

educating the buyer

70 %INTERACTIVE CONTENT STATIC CONTENT

93 % VS

Comparing interactive to passive content, interactive content is somewhat or very effective at...

differentiating from competitors

55 %INTERACTIVE CONTENT STATIC CONTENT

88 % VS

Comparing interactive to passive content, interactive content is somewhat or very effective at...

being shared

17 %INTERACTIVE CONTENT STATIC CONTENT

38 % VS

A Popular Approach

More than half of marketers surveyedare now using interactive content

53%

More On the Horizon

Anticipate increase in use of interactivecontent in 2016 versus 2015

75%

Our audience engagement has increased since my

organization started using interactive content tactics

Engagement

66 AGREE%

66%

Interactive content provides me with valuable ways to

repurpose my organization’s passive content.

Content Repurposing

67 AGREE%

67%

Non gated interactive contentcan provide a “sample” of

the brand, resulting in a higher degree of lead nurturing

LeadNurturing

75 AGREE%

75%

Combining traditional content marketing tactics with interactive content enhances retention of my

organization’s message

Education

79 AGREE%

79%

Interactive content can have reusable value, resulting in repeat

visitors and multiple exposures

Web Traffic

79 AGREE%

79%

Interactive content grabs the attention of the reader more

effectively than static content

Attention/Differentiation

81 AGREE%

81%

50X Engagement

An engaging quiz

drives 50 times more participation

4X ConversionsPurchasing power drove

4 times the number of e-commerce conversions.

7.5-10 Increase in Leads through education

%

Interactive White Paper

36 Increase in

Conversions

21 Increase in Site Visits

%

%

I prefer more interactive/visualcontent that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey

91%

Interactive content is what buyers want…

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.

Quite simply, it’a not a questionof whether companies should use

interactive content but ratherhow soon they should start.

“”~ Content Marketing Institute

ion CapabilitiesCreate 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

info@ioninteractive.com

atalerico@ioninteractive.com

twitter: @annatalerico

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