producing engaging content

Producing engaging contentDifferentiate. Engage. Scale. Measure.

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What’s Inside• Content marketing challenges • Scaling your existing content • How interactive content can help • Types of interactive content




Marketers are facing some content challenges.






B2B Content Marketing ChallengesProducing engaging content 54%

Measuring content effectiveness 49%

Producing a variety of content 42%2015 B2B content marketing trends, Content Marketing Institute




B2C Content Marketing ChallengesMeasuring content effectiveness 51%

Producing engaging content 50%

Producing a variety of content 40%2015 B2c content marketing trends, Content Marketing Institute


Many marketers are observing

growing signs of content fatigue.

Demand Metric, Enhancing the Buyer’s Journey,

“

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

A recent Demand Metric report showed:




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

Demand Metric, Enhancing the Buyer’s Journey,

58 %


A whopping



The Year Of Content OverloadOur audience is literally drowning in content.



Too much content.“ ”Sirius Decisions

Sirius Decisions says one of the most critical mistakes a company can make is having…


of all marketing content goes unused

Sirius Decisions

70 %



This stark statistic underscores the urgent need

for a content revolution…

Sirius Decisions

“”


Houston...we have a problem



Spending is up

Effort is up

Low scores for effectiveness

Not engaging

Drowning in content


Content Marketing Challenges…


The trick is to figure out how you can scale your content

across the buyer’s journey & transform static content into

interactive experiences.




Take your average white paper, for example.




Great for lead gen. Great for buyer education. You hope.




But that doesn’t have to be the end of it…




assessment

interactive white paper

interactive infographic

early buyer journey content

early & mid buyer journey content

mid & late buyer journey content

Transform that white paper into…

…3 interactive experiences for

each stage of the buyer’s journey.




Interactive content experiences are:

Great for audience engagement. Great for buyer education.

Great for lead gen & demand gen. Great for content scaling. Great for measurement.




White PapersSolution BriefsProduct Brochures & Spec Sheets

Types of existing content you can scale…

Research Reports

Pricing SpreadsheetsInfographics


ASSESSMENTS

CONFIGURATORS

CALCULATORS

INTERACTIVE WHITE PAPERS


This content scales into….

LOOKBOOKS

QUIZZES

GAMES

INTERACTIVE INFOGRAPHICS

Your White Paper Becomes


Interactive White Paper

Interactive InfographicInteractive Assessment



Your Research BecomesInteractive Infographic

QuizAssessment



Your Infographic becomes Interactive Infographic

Quiz





Your Solution Brief BecomesSolution Builder

Calculator



Your Product Brochure Becomes

Interactive Lookbook

Product Configurator





We call these types of interactive experiences

marketing apps



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

are useful browser-based digital content experiences designed for visitor participation

Marketing Apps



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

A marketing app typically includes some sort offeedback loop where the outcome is directly impacted by the interaction of the visitor.

Feedback Loop


70 %INTERACTIVE CONTENT 36 %

PASSIVE CONTENT

VS


Percentage of respondents that indicated their content performed moderately or

very well…


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

educating the buyer

93 % VS 70 %INTERACTIVE CONTENT PASSIVE CONTENT



differentiating from competitors

VS 88 %INTERACTIVE CONTENT

55 %PASSIVE CONTENT



being shared

VS 38 %INTERACTIVE CONTENT

17 %PASSIVE CONTENT


Clearly,interactive contentjust works betterthan static content


ENGAGING

USEFUL

DIFFERENTIATED

SCALABLE

EFFECTIVE

MEASURABLE


Why Marketing Apps Work So Well:


Types ofMarketing Apps




Quizzes

Quizzes are addictive little buckets of fun that can generate leads and social shares at pretty amazing rates. People like to compete to win recognition almost as much as

they love to compete for more tangible prizes. Use early in the buyer’s journey.




Lookbook

Lookbooks slice straight through the verbal clutter with powerful, attention-grabbing visuals. Early in the journey, they provide visually-driven products or concepts with an engaging,

simple canvas. They can also result in strong social sharing and lead-gen performance. Use at all stages of the buyer’s journey




Interactive Infographic

Interactive infographics turn facts and soundbites into engaging and entertaining fun. Using them early in the buyer’s journey generates social sharing. They are also highly measurable

— revealing which factoids are most compelling for people. Use early & mid in the buyer’s journey.




Assessments

When it’s time to truly engage in a useful dialog, it’s time to put assessments to work. They’re strategically designed to identify pains and opportunities while

providing genuine value and recommendations to buyers. Assessments are great for engagement for early stage buyers and for education of a middle stage buyer.




Calculators

When you want to illustrate potential quantifiable outcomes, calculators are the go-to marketing app. They can provide compelling, hard evidence that builds credible

need in the critical nurture period between attention and action.




Solution Builders

Solution builders answer the question — what is right for me? The help the buyer understand conceptually what they need. This makes solution builders invaluable in

mid-journey qualification.




Configurators

Configurators are a specific version of solution builders — enabling buyers to match their needs to your product, service or solution. This provides immediate feedback to marketing and sales to qualify and surface the most qualified prospects. Use late in

the buyer’s journey.




eBooks

Great for longer format content. It’s especially effective as a 'create your own story' version where the behavioral feedback loop to sales and marketing illuminates

pains, opportunities and qualification.




Interactive White Papers

The ‘snackable’ version of eBooks, can provide snippets of expandable content allowing the visitor to determine how deep they want to go. Highly visual, typically including

several engaging elements including content quizzes, very effective at allowing visitors to step through your story. Can surface great behavioral insights to sales.


Conversion Path


How to Use Marketing Apps Across

the Buyer’s Journey




Early Stage

EBOOKS INTERACTIVEWHITE PAPERS

SURVEYS ASSESSMENTSQUIZZESLOOKBOOKSINTERACTIVEINFOGRAPHICS

Begin the dialog. Design for content engagement. Seek to educate.




Mid Funnel

EBOOKS INTERACTIVEWHITE PAPERS

SURVEYS ASSESSMENTS CONFIGURATORS CALCULATORS

Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones.




Late Stage

ASSESSMENTS SOLUTION BUILDERS

CONFIGURATORS CALCULATORS

Create a ready buyer. Emphasis on buyer self education. Surface deep insights to sales.


Marketers must produce content that adds value in order to engage customers. The true measure

of content is the experience the person has with it.

Mathew Sweezey, Director of Thought Leadership at Pardot

“

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


BE EFFECTIVE

BE SCALABLE

DRIVE ENGAGEMENT

DRIVE DEMAND

BE MEASURABLE


Content Marketing Can:



ion can help! We help customers concept, create and launch differentiated digital experiences.

www.ioninteractive.com

@ioninteractive

[email protected]



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