1.
Deliver Peak Experiences
with Interactive Content
NEW Research from the Content Marketing Institute

2.
Interactive Content
Marketing Research
EXCLUSIVE
from Content Marketing Institute

3.
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

4.
A Quick Look Back
Enhancing the Buyer’s Journey Benchmark
Report, June 2014, Demand Metric

5.
Comparing interactive to passive content, interactive
content is somewhat or very effective at...
generating conversions
36%
INTERACTIVE CONTENT STATIC CONTENT
%
70%
VS

6.
Comparing interactive to passive content, interactive
content is somewhat or very effective at...
educating the buyer
70%
INTERACTIVE CONTENT STATIC CONTENT
93%
VS

7.
Comparing interactive to passive content, interactive
content is somewhat or very effective at...
differentiating from competitors
55%
INTERACTIVE CONTENT STATIC CONTENT
88%
VS

8.
Comparing interactive to passive content, interactive
content is somewhat or very effective at...
being shared
17%
INTERACTIVE CONTENT STATIC CONTENT
38%
VS

9.
Pretty compelling data! Now
let’s look at interactive content
marketing today…

10.
interactive content enables you
to deliver engaging, educational,
differentiated content experiences.
“
”~ Content Marketing Institute

11.
A Popular Approach
More than half of marketers surveyed
are now using interactive content
53%

12.
What is Interactive Content

13.
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.

14.
Types of Interactive
Content 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.

15.
CMI ASSESSMENT
RESULTS

16.
Symantec Calculator
Results

17.
Dun & Bradstreet Quiz
Quiz Results

18.
National Life
Interactive Infographic

19.
See More Examples

20.
A Popular Approach
But…
53%

21.
Reasons for Not Using Interactive Content
Lack 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%
Don’t believe it is effective ………………………………………………..….. 0%
Other reasons ………………………….…………………………….……….…. 4%
Note: Multiple Responses permitted.

22.
More On The Horizon
Anticipate increase in use of interactive
content in 2016 versus 2015
75%

23.
Effectiveness

24.
Our audience engagement
has increased since my
organization started using
interactive content tactics
Engagement
66 AGREE%
66%

25.
50XEngagement
An engaging quiz
drives 50 times more
participation

26.
4XConversions
Purchasing power drove
4 times the number
of e-commerce
conversions.

27.
Interactive content provides
me with valuable ways to
repurpose my organization’s
passive content.
Content
Repurposing
67 AGREE%
67%

28.
Assessment Infographic
Same Content,
2 Experiences

29.
Non gated interactive content
can provide a “sample” of
the brand, resulting in a higher
degree of lead nurturing
Lead
Nurturing
75 AGREE%
75%

30.
Email sent to Leads
Online Assessment

31.
Combining traditional content
marketing tactics with interactive
content enhances retention of my
organization’s message
Education
79 AGREE%
79%

32.
7.5-10
Increase in
Leads through
education
%
Interactive White Paper

33.
Interactive content can have
reusable value, resulting in repeat
visitors and multiple exposures
Web Traffic
79 AGREE%
79%

34.
36Increase in
Conversions
21Increase in
Site Visits
%
%

35.
Interactive content grabs the
attention of the reader more
effectively than static content
Attention/
Differentiation
81 AGREE%
81%

36.
How differentiated can an article be?

37.
When they all say the same thing?

38.
Literally.
(we are all guilty of producing this type of content)

39.
3 content marketing quizzes can be
radically differentiated.

40.
Seasonal Quiz
Results

41.
Seasonal Quiz
Results

42.
Why use interactive
content?

43.
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.

44.
Where to use interactive
content?

45.
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.

46.
Top 3 Places Interactive
Content is Used
1 2 3
LANDING PAGES SOCIAL MEDIA
PLATFORMS
MICROSITES

47.
Interactive Content
Across the Buyers Journey

48.
How interactive
gets made

49.
Only 2 ways:
coding or specialized software

50.
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.

51.
Measuring Success

52.
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%

53.
Reuse existing content
Experiment with interactive content
Match content to the buyer’s journey
Support and enhance your story
Raise your hand if you need assistance
How to Get it Done

54.
the difference between watching
people stroll through a store, and
having a conversation with them.
“
”
Interactive content is …

55.
I prefer more interactive/visual
content that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey
91%
Interactive content is what buyers want…

56.
Quite simply, it’a not a question
of whether companies should use
interactive content but rather
how soon they should start.
“
”~ Content Marketing Institute

57.
You’re Invited
Come see our new easy quick
starts. Launch interactive
content experiences in under
an hour with no training.
info@ioninteractive.com

58.
Thank You
info@ioninteractive.com
twitter: @ioninteractive
atalerico@ioninteractive.com
twitter: @annatalerico