back to basics — an introduction to interactive content
TRANSCRIPT
Back toBasicsAn Introduction to
Interactive Content
What This Presentation Answers
•Who is using Interactive Content?
•What is Interactive Content?
•Where should you use it?
•When should you start?
•Why should you use Interactive Content?
•How to go from Static to Interactive Content?
Who is using interactive content?
Everyone.
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
Marketers find “lighter contentexperiences”
more effective.
Who is using interactive contentin their marketing today?
Interactive content isn’t justfor the big guys
anymore.
46% indicated their organization has used
interactive content as part of its overall mix of content
marketing tactics.*
46%
* 2017 Content Marketing Institute’s Research Report
Reasons for Interactive Content Use in 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%
* 2017 Content Marketing Institute’s Research Report
79%
79% of content marketers who are using interactive content plan to increase their use of it in the next
12 months.*
* 2017 Content Marketing Institute’s Research Report
GE Infographic
Symantec Calculator
Sears Quiz
Skyword Assessment
Dun & Bradstreet White Paper
Where should you use interactive content?
Early Stage of Buyer JourneyThe Goal: Engagement & Awareness
What Can Work Interactive Infographics
Quizzes
Interactive White Papers
Lookbooks
Resource Libraries
National Life Interactive Infographic
Dun & Bradstreet Quiz
Quiz Results
Middle Stage of Buyer JourneyThe Goal: Education & Exchange
of Information
What Can Work eBooks
Assessments
Calculators
Solution Finders
Configurators
CMI ASSESSMENT
RESULTS
Salesforce.comInteractive eBook
Late Stage of Buyer JourneyThe Goal: Ready to Buy/Act
What Can Work Solution Planners
Calculators
Solution Finders
Configurators
University of New England - Australia
Solution Finder Results
Symantec Calculator
Results
Top 4 Places Interactive Content is Used
LANDING PAGES SOCIAL MEDIAPLATFORMS
MICROSITESBLOGS 60% 54% 54% 45%
How Can You Reimagine Your Static Experience
as Interactive?
How Can You 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 questions
Why should you create interactive content?
82 FedEx uses embedded
interactive experiences to make shipping easy and
increase revenue by 82%.
Increase
%
“The fact that the average reader spent 12 minutes on the microsite tells me that not only is the site engaging, but also
people are spending time going through the information.
The content is engaging the reader.”~ Alberto Hernandez,
Special Projects Marketing for BASF
“We don’t want to make people wade through a
boring sales sheet. These are fun
engagement tools that allow us to drive more
people to our site.”~ Steve Gándola,
Direct-to-Consumer Market Manager, VSP
4X Purchasing power drove 4 times the
number of e-commerce conversions.
Conversions
50X An engaging quiz
drives 50 times more participation.
Engagement
36 Increase in
Conversions
21 Increase in Site Visits
%
%
When is the right time?
The benefits are
bigand the time is
now.
87% agree that interactive content grabs the attention
of the reader more effectively than static
content.*
87%
* 2017 Content Marketing Institute’s Research Report
77% agree that interactive content can have reusable value,
resulting in repeat visitors and multiple exposures.*
77%
* 2017 Content Marketing Institute’s Research Report
75% agree that non-gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing.*
75%
* 2017 Content Marketing Institute’s Research Report
73% agree that combining traditional
content marketing tactics with interactive content enhances retention of
my organization’smessage.*
73%
* 2017 Content Marketing Institute’s Research Report
* 2017 Content Marketing Institute’s Research Report
68% agree that interactive content
provides valuable ways to repurpose my organization’s
passive content.*
68%
3 years = 24% oftotal marketing content
produced by the business.*
* 2017 Content Marketing Institute’s Research Report
24%
More Experience = More Success
