interactive content marketing that gets results

Interactive Content Marketing That Gets Results!

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

What’s Inside

• The state of content marketing

• The content overload problem

• Content consumption trends

• Transforming static content with interactivity

• Tons of stats and examples!


http://www.ioninteractive.com



The Obvious Facts About Content Marketing



Content Is King.

This meme isn’t new. But content marketing has reached a fever pitch in the last 12-24 months.



73% Have A Person Who Oversees Content Marketing StrategyCMI, 2014 B2B Content Marketing Survey

27%

73%



Content Marketing Is The Top Marketing Investment For The Next 12 MonthsDemand Metric Lead Generation Benchmark Report



30% Of Budgets Are Allocated To Content MarketingCMI, 2014 B2B Content Marketing Survey

30%



93% Surveyed Use Content MarketingCMI, 2014 B2B Content Marketing Survey

93%



73% Are Producing More Content Than They Did A Year Ago.CMI, 2014 B2B Content Marketing Survey



58% Plan To Increase Their Content Marketing Budget Over The Coming YearCMI, 2014 B2B Content Marketing Survey

58%



Clearly, we’ve jumped on the content marketing bandwagon.



But Is It All Rosy?The Other Side of the Content Marketing Fever



Modern marketers are now virtually churning

out content like a factory.



But This Means Our Audience Is Totally Overwhelmed By

The Deluge Of Content Available



In 2008, just 6 years ago — the average American spent

33 minutes per week reading and 6.56 hours consuming

digital content (TV, Internet, or mobile content). !

!

!

!

As of this year, that number has reached 12 hours - an

increase of almost 100 percent in four years.



If Our Audience Isn’t Overwhelmed, They Are Totally Bored!



“Many Marketers Are Observing Growing Signs Of Content Fatigue”Demand Metric, Enhancing the Buyer’s Journey,



!Mathew Sweezey, director of thought leadership at Pardot, @msweezey

71% of buyers have been disappointed by content

Worse yet…




64% of buyers only slightly likely to read your content again if their

first experience was disappointing.

And even worse…



70% Of All Marketing Content Goes UnusedSirius Decisions

70%



Only 42% Of Marketers Say Their Content Marketing Is Effective

42%CMI, 2014 B2B Content Marketing Survey



How Can I Get People To Engage With My Content?

In a recent study by the Content Marketing

Institute, marketers rated their biggest

challenge as ‘producing the kind of content that engages’.


58%© i-on interactive, inc. All rights reserved • www.ioninteractive.com

58% Say Their Content Doesn’t Create Enough Opportunity For Interactive Or Engagement. Demand Metric, Enhancing the Buyer’s Journey,



So, What Is Working?



The Content StampedeEveryone is rushing to create content and

increasing their investment into content marketing.



How Will You Stand Out?As marketers, it is not our job to join the stampede, but to

stand out. To be remarkable. To differentiate.



Interactive content works better than static content.



Demand Metric, Enhancing the Buyer’s Journey

0

17.5

35

52.5

70

Passive content Active content

Recent survey data from Demand Metric shows that marketers who are using interactive content are generating

conversions moderately or very well 70% of the time, compared to just 36% for passive content.



Demand Metric, Enhancing the Buyer’s Journey

0

25

50

75

100

educating the buyer differentiating from competitors being shared

Comparing interactive to passive content, interactive content is somewhat or very effective at educating the buyer (93% versus 70%), differentiating from competitors (88% versus 55%) and

being shared (38% versus 17%).



… the winners in the next revolution will be

creating fun, immersive experiences on a daily

basis for their customers. Like every other

marketing phase, early adopters will flourish and

those late to the game will struggle.

!~Schaefer Marketing Solutions, The Future of Digital Marketing will be Built on Fun

“

”© i-on interactive, inc. All rights reserved • www.ioninteractive.com





“Content is no longer novel; just having it provides no value to consumers. !

Marketers must produce content that adds value in order engage customers. !

The true measure of content is the experience the person has with it.”



Turn Static Content Into Interactive Experiences Marketing Apps Are Your Content Marketing Purple Cow


Take the first opportunity you have of making an impression on your visitors and be easy, enjoyable, useful and interactive.




Here are a few types of marketing apps and examples for overcoming content overload.



Conversion PathConversion paths give the visitor the opportunity to

choose what content is actually relevant to them, and

avoids the possible information plague.

Self-segmentation

Visual prominenceof incentive




© i-on interactive, inc. All rights reserved • www.ioninteractive.com© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Avon gives the visitors the choice of seeing what they came to the page to find in the first place. It’s a fast

answer to the visitor’s question.




AssessmentIn an assessment, visitors answer a set of questions in

order to see a personalized score or recommendations.





ion’s own post-click assessment allows visitors to step through 15 questions to receive a personalized score and

recommendations for improving the visitor’s campaign pages.




QuizA quiz is a smaller version of an assessment— typically 5 or fewer questions.





BIGSTOCK offers a completely entertainment-based quiz for what stock image the visitor is, providing an engaging and fun experience

while making the visitor aware of what their brand can provide to them.




CalculatorA calculator allows a visitor to easily determine a

specific numerical output, such as savings, ROI or

pricing computations.


Prominent, simple form

Dynamic price range based off answer

RFP incentive for more detailed pricing




AT&T provides a data calculator to their visitors to see their estimated data usage per month, setting the expectations early and offering

knowledge on how the visitor’s data is being used.




GameA game theme, typically characterized by visitors

reaching a certain score through interactions with

your page, can make an online digital experience

instantly fun.


The Game of HR

Learn all the answers Learn all the answers in this FREE reportin this FREE report

Which do you think it was?

Playful and engaging layout Directional cue to upsell full report




Nike has turned their Nike+ efforts into a game utilizing their Fuelband, SportsWatch, or Running app. Visitors

are able to compete and play with friends to win by accumulating the most activity and movement.



Interactive White Paper / EbookTake your white paper content and turn it into a navigable

‘microsite’, injecting other marketing apps throughout.

Visitors can immerse themselves in your content on their

own terms.


Learn More about what Learn More about what Interactive white papersInteractive white papers

Target & Inform your Customers with Interactive White Papers

Take a Quiz

White Paper White Paper

Quickly navigatethrough content

Playful and engaging layout Organize your Information




Google released a fun interactive eBook and browsers and the web that really keeps the visitor’s attention. The visitor is able to navigate to whichever section they are interested in first, while clicking on links throughout the test to get clarification on a subject before moving on.




How Do We Know This Works?

!

!

The Results



Marketing apps can completely transform your

content engagement and increase leads & sales

in a measurable way.





Thank you! !!www.ioninteractive.com

@ioninteractive

[email protected]

!!See more marketing app examples at http://ioninteractive.com/marketing-app-examples




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