The recent CMI Report has shown us that interactive content is more than a buzzword. Businesses large and small are finding success with interactive content that engages, educates, and captures their audiences attention in a more effective way than static content ever could. In this presentation, ion provides a reintroduction to interactive content basics. You'll learn: - What interactive content is — from simple to advanced - How you can repurpose your existing static content - Which types of interactive content work at each stage of the buyer’s journey - How to add interactive content to your existing content strategy - The stages of a successful interactive content marketing program

1. Back to
BasicsAn Introduction to
Interactive Content

2. 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?

3. Who is using interactive
content?

4. Everyone.

5. 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.

6. What are the Most Popular
Interactive Content Types?

7. Assessments Calculators eBooks Interactive
Infographics
Interactive
White Papers
Lookbooks
& Tours
Resource
Library
Solution
Finders
Quizzes

8. Marketers find
“lighter content
experiences”
more effective.

9. Who is using interactive content
in their marketing today?

10. Interactive
content isn’t just
for the big guys
anymore.

11. 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

12. 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

13. 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

14. GE Infographic

15. Symantec Calculator

16. Sears Quiz

17. Skyword Assessment

18. Dun & Bradstreet White Paper

19. Salesforce.com Interactive eBook

20. Where should you use interactive
content?

21. Early Stage of Buyer Journey
The Goal: Engagement & Awareness

22. What Can Work
Interactive Infographics
Quizzes
Interactive White Papers
Lookbooks
Resource Libraries

23. National Life
Interactive Infographic

24. Dun & Bradstreet Quiz
Quiz Results

25. Middle Stage of Buyer Journey
The Goal: Education & Exchange
of Information

26. What Can Work
eBooks
Assessments
Calculators
Solution Finders
Configurators

27. CMI ASSESSMENT
RESULTS

28. Salesforce.com
Interactive eBook

29. Late Stage of Buyer Journey
The Goal: Ready to Buy/Act

30. What Can Work
Solution Planners
Calculators
Solution Finders
Configurators

31. University of New
England - Australia
Solution Finder Results

32. Symantec Calculator
Results

33. Top 4 Places Interactive Content is Used
LANDING PAGES SOCIAL MEDIA
PLATFORMS
MICROSITESBLOGS
60% 54% 54% 45%

34. How Can You Reimagine
Your Static Experience
as Interactive?

35. How Can You Reimagine
Your 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

36. Why should you create
interactive content?

37. 82
FedEx uses embedded
interactive experiences to
make shipping easy and
increase revenue by 82%.
Increase
%

38. “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

39. “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

40. 4X
Purchasing power
drove 4 times the
number of e-commerce
conversions.
Conversions

41. 50X
An engaging quiz
drives 50 times more
participation.
Engagement

42. 36Increase in
Conversions
21Increase in
Site Visits
%
%

43. When is the right time?

44. The benefits are
big
and the time is
now.

45. 87% agree that interactive
content grabs the attention
of the reader more
effectively than static
content.*
87%
* 2017 Content Marketing Institute’s Research Report

46. 77% agree that
interactive content can
have reusable value,
resulting in repeat visitors
and multiple exposures.*
77%
* 2017 Content Marketing Institute’s Research Report

47. 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

48. 73% agree that
combining traditional
content marketing tactics
with interactive content
enhances retention of
my organization’s
message.*
73%
* 2017 Content Marketing Institute’s Research Report

49. * 2017 Content Marketing Institute’s Research Report
68% agree that
interactive content
provides valuable ways
to repurpose my
organization’s
passive content.*
68%

50. 3 years = 24% of
total marketing content
produced by the
business.*
* 2017 Content Marketing Institute’s Research Report
24%

51. More Experience = More Success

52. info@ioninteractive.com
twitter: @ioninteractive
Thank You