Deliver Peak Experiences with Interactive Content

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Transcript of Deliver Peak Experiences with Interactive Content

  • Deliver Peak Experiences with Interactive Content

    NEW Research from the Content Marketing Institute

  • Interactive Content Marketing Research

    EXCLUSIVE

    from Content Marketing Institute

  • A Quick Look Back, Interactive Content Circa 2014

    Interactive Content Today What it is Why it is used Where and how it is used Challenges Effectiveness

    Inside

  • A Quick Look BackEnhancing the Buyers Journey Benchmark

    Report, June 2014, Demand Metric

  • 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

  • Pretty compelling data! Now lets look at interactive content

    marketing today

  • interactive content enables youto deliver engaging, educational,

    differentiated content experiences. ~ Content Marketing Institute

  • A Popular Approach

    More than half of marketers surveyedare now using interactive content

    53%

  • What is Interactive Content

  • Interactive Content:Browser-based digital content

    experiences designed for visitor participation

    Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted

    by the interaction of the visitor.

  • Types of InteractiveContent Used

    Assessments .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.

  • CMI ASSESSMENT

    RESULTS

  • Symantec Calculator

    Results

  • Dun & Bradstreet Quiz

    Quiz Results

  • National Life Interactive Infographic

  • See More Examples

  • A Popular Approach

    But

    53%

  • Reasons for Not Using Interactive ContentLack of staff/bandwidth ..... 55%

    Lack of budget . 38%

    Lack of technical expertise ...... 31%

    We are still researching it ..... 31%

    Not sure where to start ...... 30%

    Too time-consuming to produce... 24%

    We haven't researched it yet ..... 21%

    Lack of buy-in at the executive level of our organization ...16%

    Not convinced of the value .. 9%

    Little to no usage in my industry that merits the investment.. 7%

    Too expensive... 6%

    We tried interactive content in the past,but did not have success .1%

    Dont believe it is effective .... 0%

    Other reasons .... 4%Note: Multiple Responses permitted.

  • More On The Horizon

    Anticipate increase in use of interactivecontent in 2016 versus 2015

    75%

  • Effectiveness

  • Our audience engagement has increased since my

    organization started using interactive content tactics

    Engagement

    66 AGREE%

    66%

  • 50X Engagement

    An engaging quiz

    drives 50 times more participation

  • 4X ConversionsPurchasing power drove

    4 times the number of e-commerce conversions.

  • Interactive content provides me with valuable ways to

    repurpose my organizations passive content.

    Content Repurposing

    67 AGREE%

    67%

  • Assessment Infographic

    Same Content, 2 Experiences

  • Non gated interactive contentcan provide a sample of

    the brand, resulting in a higher degree of lead nurturing

    LeadNurturing

    75 AGREE%

    75%

  • Email sent to Leads

    Online Assessment

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

    organizations message

    Education

    79 AGREE%

    79%

  • 7.5-10 Increase in Leads through education

    %

    Interactive White Paper

  • Interactive content can have reusable value, resulting in repeat

    visitors and multiple exposures

    Web Traffic

    79 AGREE%

    79%

  • 36 Increase in

    Conversions

    21 Increase in Site Visits

    %

    %

  • Interactive content grabs the attention of the reader more

    effectively than static content

    Attention/Differentiation

    81 AGREE%

    81%

  • How differentiated can an article be?

  • When they all say the same thing?

  • Literally. (we are all guilty of producing this type of content)

  • 3 content marketing quizzes can be radically differentiated.

  • Seasonal Quiz

    Results

  • Seasonal Quiz

    Results

  • Why use interactive content?

  • 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.

  • Where to use interactive content?

  • Places Where Interactive Content is Used as a Marketing Tactic

    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%Note: Multiple Responses permitted.

  • Top 3 Places InteractiveContent is Used

    1 2 3

    LANDING PAGES SOCIAL MEDIAPLATFORMS

    MICROSITES

  • Interactive Content Across the Buyers Journey

  • How interactive gets made

  • Only 2 ways: coding or specialized software

  • Motivating Factors that Might Encourage Nonusers to Interactive Content

    Tools to simplify the process ..... 52%Education on how to use . 45%Best practices . 42%Ease of use ... 42%Proven case study examples ... 41%More budget to experiment with . 40%Tools to reduce the cost ... 39%Tools to shorten the timelines . 39%Buy-in at the executive level .... 24%Nothing . 2%Other . 5%Note: Multiple Responses permitted.

  • Measuring Success

  • 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%

  • Reuse existing content

    Experiment with interactive content

    Match content to the buyers journey

    Support and enhance your story

    Raise your hand if you need assistance

    How to Get it Done

  • the difference between watchingpeople stroll through a store, and having a conversation with them.

    Interactive content is

  • I prefer more interactive/visualcontent that I can access on demand. ~ Demand Gen Reports 2015 Content Preferences Survey

    91%

    Interactive content is what buyers want

  • Quite simply, ita not a questionof whether companies should use

    interactive content but ratherhow soon they should start.

    ~ Content Marketing Institute

  • Youre InvitedCome see our new easy quick

    starts. Launch interactive content experiences in under

    an hour with no training.

    info@ioninteractive.com

  • Thank Youinfo@ioninteractive.com

    twitter: @ioninteractive

    atalerico@ioninteractive.com

    twitter: @annatalerico

    mailto:info@ioninteractive.com?subject=mailto:atalerico@ioninteractive.com?subject=