Creating an Interactive Content Strategy that

Works with Technology

Scott Brinker CTO @ioninteractive @chiefmartec.com

Graph by JEGI/Clarity

What exactly is interactive content?

“The medium is the message.” – Marshall McLuhan

the art of

communications

what it says

how and where it

appears

Mechanisms

what it says

how and where it

appears

how it behaves

what it does

the art of

customer experience

Passive Content

Interactive Content

Audience

Delivers

Innovation

Consumes Participates

Information Services

Media Mechanisms

Examples Blogs E-books Reports Webinars

Assessments Calculators Configurators Quizzes

But why interactive content?

Source: 2016 B2B Content Marketing Trends—North America, CMI/MarketingProfs

B2B

Source: 2016 B2C Content Marketing Trends—North America, CMI/MarketingProfs

B2C

Engagement Axis

Bus

ines

s M

odel

Axi

s

FREE/OPEN

FREEMIUM

PAID/GATED

PASSIVE INTERACTIVE

Websites

Blogs Social Media

eBooks Webinars White

Papers

Engagement Axis

Bus

ines

s M

odel

Axi

s

FREE/OPEN

FREEMIUM

PAID/GATED

PASSIVE INTERACTIVE

Websites

Blogs Social Media

eBooks Webinars White

Papers Native

Mobile Apps

INTERACTIVE CONTENT

Interactive White Papers

Interactive eBooks

Configurators

Assessment Tools

Contests

Lookbooks Galleries

Workbooks

Guided Tours

Games

Calculators Quizzes

Sweepstakes

Digital body language

What is digital body language?

• Website visits • Email opens/clicks • Content downloads • Social media touches

What does it mean?!?

Noisy and not

differentiated

digital dialogue > digital body language • website visits • email opens/clicks • content downloads • social media touches

• scenarios calculated • configurations considered • quiz/assessment results • behavior inside content

Digital body language

Digital dialogue

Digital body language Digital dialogue

Interactive Content Strategy

What data do I want? What service do buyers want?

Ask a Sales Engineer (or customer service)

I caught the data! Now what?

insi

ght i

nto

indi

vidu

al b

uyer

s

CRM

MAP

Interactive Content

Data

contact information, third-party data, and sales rep interactions

buyer’s digital activity

buyer insights from interactive content

• website visits • email opens/clicks • content downloads • social media touches

• scenarios calculated • configurations considered • quiz/assessment results • behavior inside content

3 ways to pass data downstream:

1. Purpose-specific fields.

2. A single “mash-up” field.

3. A single URL field that links back to your interactive content tool.

Thank you!

Scott Brinker CTO @ioninteractive @chiefmartec.com