One of the common goals we overheard at Content Marketing World was increased engagement. With more content being created than ever before, it's becoming harder than ever to stand out amongst all the news. Interactive content increases engagement by placing customers in the driver's seat of the way they view your content. During this webinar ion interactive Director of Customer Engagement Audrey Ross and Content Strategist Stephanie Mansueto will share practical tips on how you can implement an interactive content marketing program that increases engagement. Here are some other topics that will be covered during the webinar: - What marketers are learning about their prospects and customers with interactive content. - How interactive content changes the way you engage with your audience. - Why interactive content is a necessary part of your content strategy. - Examples of successful interactive content marketing strategies and how they could fit into yours.

1. How to Launch
a Successful
Interactive Content
Program Now

2. What’s Inside:
•Why Interactive Content NOW?
•How to Launch Interactive
Content
•5 Successful Interactive
Content strategies

3. 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.

4. What are the Most Popular
Interactive Content Types?

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

6. Why Now?

7. 82% Enterprise marketers say
engagement is their most important goal.
82%

8. 87% agree that interactive
content grabs the
attention of the reader
more effectively than
static content.*
87%
* 2017 Content Marketing Institute’s Research Report

9. 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

10. 63% of consumers say
they have engaged with
disappointing brand
content.
23% said they would
never read that brand’s
content again.
23%
63%

11. 91% of B2B buyers prefer
to consume interactive
and visual content.
* 2017 Content Marketing Institute’s Research Report
91%

12. 77% agree that
interactive content can
have reusable value,
resulting in repeat
visitors and multiple
exposures.*
77%
* 2017 Content Marketing Institute’s Research Report

13. 68% of B2B companies are still struggling with
lead generation.
68%

14. Interactive content
generates 2x more
conversions than
passive content. 2XConversions

15. 61% of B2B marketers say that the biggest challenge
is generating high-quality leads.
61%

16. 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

17. Here’s Why Now
•Captures reader attention
•Increases engagement
•Preferred by your audience
•Differentiates your content
•More effective education
•Increases conversions
•Growing in usage

18. 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

19. 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

20. How Can You Launch an Interactive Content
Marketing Program That Solves
These Challenges
?

21. What are you
creating now?
•Blogs
•Email Marketing
•White Papers
•Webinars
•Support Content (FAQ’s)

22. What do you want
to gain from the
content you create?
•Increased Engagement
•More Clearly Defined Personas
•Highly Qualified Leads
•Conversions

23. Don’t start from scratch
Reimagine > Repurpose

24. * 2017 Content Marketing Institute’s Research Report
68% agree that
interactive content
provides valuable ways
to repurpose my
organization’s
passive content.*
68%

25. How To 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 assessment
or quiz questions

26. How We Accomplished It

27. What did we learn
from this one piece of
content?
•Readers were engaged
•Bounce rate was low
•Conversions were high
•Content was valuable

28. Stage in the Buyer’s Journey
Where Each Listed Type of Interactive Content Is Most Effective When Used For Content Marketing
EARLY MIDDLE LATE
* 2017 Content Marketing Institute’s Research Report
Assessments 52% 35% 13%
Calculators 35% 35% 30%
Configurators 23% 44% 33%
Contests 74% 20% 6%
Games 77% 16% 7%
Interactive eBooks 39% 54% 6%
Interactive Infographics 59% 37% 4%
Interactive Lookbooks 40% 50% 10%
Interactive White Papers 35% 50% 15%
Quizzes 59% 33% 7%
Wizards 43% 24% 33%
EXPERIENCES

29. * 2017 Content Marketing Institute’s Research Report
Reason(s) For Not Using Interactive Content
Lack of Staff/bandwidth ……………………….…………………………..……….… 50%
Lack of Budget ……………………………………………………………………..….. 39%
Lack of Technical Expertise ………………………………………………….……… 37%
Not Sure Where to Start …………..……………………………………………….…. 41%
We Haven’t Researched it Yet ……………………………………………..………… 41%
We Are still Researching It ……………………………………………….….………. 38%
Too Time-Consuming To Produce ……………………………………..…………… 31%
Too Expensive …………………………………..…….……………………………..… 11%
Lack of Buy-in at the Executive Level of our Organization ………………….…. 25%
Not Convinced of the value ………………………………………………………..….. 9%
Little to no usage in my industry.that merits the investment ……..….…..…..… 6%
Don’t believe it is effective …..…….…..……………………………………………… 2%
We Tried Interactive Content in the Past, But Did Not Have Success ………… 2%

30. 5 Successful Interactive
Content Strategies

31. Lead Generation
1

32. What Works
Assessments
Quizzes
Interactive Infographics
Calculators
Interactive eBooks

33. Awareness / Engagement
2

34. What Works
Surveys/Polls
Interactive Infographics
Quizzes
Lookbooks

35. Education
3

36. What Works
Interactive White Papers
Interactive eBooks
Solution Finders
Configurators
Interactive Infographics

37. Sales Enablement
4

38. What Works
Sales Toolkits
Resource Libraries
Assessments
Calculators

39. Customer Engagement
5

40. What Works
Surveys/polls
Interactive Presentations
Solution Finders
Interactive White Papers

41. Create a Content Journey
6

42. What Works
Use Data Insights
Connect Content Pieces
Personalize It
Value at Every Stage
Build a Platform, not a Piece

43. Why Interactive
Content Now?
•More effective for engagement and
lead generation
•Can re-imagine what works today
•Immediate learnings
•Proven strategies
•Tools to help you succeed

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