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How to Use Interactive Content to Tell Your Story & Accelerate the Buyer's Journey

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A compelling content marketing strategy answers the who, what, why, where, and when questions of content creation. In order to capture our audience's attention, we must deliver the right content, to the right people at the right time in their journey.

Interactive content clears the path for marketers who are seeking to move prospects through their journey faster. Using a digital dialogue of increasing relevance and personalization, interactive content builds engagement and education more memorably than traditional static content and storytelling. This presentation showcases real-world examples of interactive content success at each stage of the buyer’s journey.

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How to Use Interactive Content to Tell Your Story & Accelerate the Buyer's Journey

  1. 1. How to Use
 Interactive Content
 to Tell Your Story
 & Accelerate
 the Buyers Journey
  2. 2. Welcome Mary Ward Vice President of Account Services
 at ion interactive
  3. 3. Today’s Agenda •  What Is Interactive Content? •  Why Interactive Content? •  The Early Stage •  The Middle Stage •  The Late Stage •  Where to Start?
  4. 4. What is interactive content?
  5. 5. 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.
  6. 6. interactive content
 enables you to deliver
 engaging, educational,
 differentiated content
 experiences.
  7. 7. 46% of Marketers indicated their organization
 has used interactive content as part of its
 overall mix of content marketing tactics.* * 2017 Content Marke0ng Ins0tute’s Research Report 46%
  8. 8. Why interactive content?
  9. 9. Better Engagement Advantages Demonstrable 
 Consumption Higher Conversion Rates Strong Differentiation Richer Measurement
  10. 10. 87% 87% agree that interactive content
 grabs the attention of the reader more
 effectively than static content.* * 2017 Content Marke0ng Ins0tute’s Research Report
  11. 11. 77% agree that interactive content
 can have reusable value, resulting in
 repeat visitors and multiple exposures.* * 2017 Content Marke0ng Ins0tute’s Research Report 77%
  12. 12. 75% agree that non-gated interactive content
 can provide a “sample” of the brand, resulting
 in a higher degree of lead nurturing.* * 2017 Content Marke0ng Ins0tute’s Research Report 75%
  13. 13. 73% agree that combining traditional
 content marketing tactics with interactive
 content enhances retention of my
 organization’s message.* * 2017 Content Marke0ng Ins0tute’s Research Report 73%
  14. 14. 79% of content marketers who are using
 interactive content plan to increase their
 use of it in the next 12 months.* * 2017 Content Marke0ng Ins0tute’s Research Report 79%
  15. 15. Engagement An engaging quiz drives 50 times
 more participation. 50X
  16. 16. Conversions Purchasing power drove 4 times 
 the number of e-commerce conversions. 4X
  17. 17. Increase FedEx uses embedded interactive experiences to make shipping easy and increase revenue 
 by 82%. 82%
  18. 18. Increase in leads through education. 7.5-10 Increase
  19. 19. Increase in Conversions 36% Increase in
 Site Visits 21%
  20. 20. The Early Stage Engagement & Awareness
  21. 21. Early Stage An early stage is where they become aware of your brand and solution as well as their need. Middle Stage A middle stage is where they are considering their options and discovering more about their pain points and requirements. The Late Stage A late stage is where the buyer
 is getting ready to make a purchase decision. The Early Stage of The Buyers Journey
  22. 22. Your visitor wants to know Who is this company?—What 
 does your business do, and 
 what makes you unique? Why should I care?—Is there 
 something about your brand 
 that’s compelling?
  23. 23. You want to know Who is this visitor?—What’s their 
 name, and how can you follow up 
 with them? What does your business 
 do, and what makes you unique? How engaged are they?—Is this 
 person genuinely interested? Are 
 they actually consuming the content 
 you’ve provided beyond a simple 
 click or view? What are they most interested in?
 —What parts of your content did 
 they find most engaging, and what 
 does that tell you 
 about them?
  24. 24. Interac0ve Infographics Transform facts, soundbites and sta0s0cs into easily diges0ble, entertaining content that’s fun to consume. Using an interac0ve infographic early in the buyer’s journey will help you generate social shares and increase your reach, while also giving you a highly measurable way to gauge which factoids and insights are most compelling for your prospects.
  25. 25. Na0onal Life Interac0ve Infographic
  26. 26. Lookbooks If you’ve got a visual product or concept to communicate, a lookbook is a gripping way to nab and hold a visitor’s aNen0on while giving them a unique way to discover your offering and see your value.
  27. 27. Interac0ve White Papers White papers are especially useful in the early stages for building brand credibility and establishing thought leadership. They’re great targets for social sharing, and with such high conversion rates for lead- genera0on, you can use a downloadable PDF version to capture the visitor’s contact informa0on and put a name to the data you’ve collected.
  28. 28. eBooks Interac0ve eBooks engage the user in a “choose their own adventure” experience. As they interact, the content becomes more and more specific and relevant to their needs and preferences. Both the user and marketer learn what’s important.
  29. 29. SalesForce Interac0ve eBook
  30. 30. The Middle Stage Educa0on & Exchange of Informa0on
  31. 31. Early Stage An early stage is where they become aware of your brand and solution as well as their need. Middle Stage A middle stage is where they are considering their options and discovering more about their pain points and requirements. The Late Stage A late stage is where the buyer
 is getting ready to make a purchase decision. The Early Stage of The Buyers Journey
  32. 32. Your lead wants to know What do I need to consider?—The lead is s0ll learning the depths of their own needs and defining their preferences. It’s your job to help them understand their op0ons. How does this solve my problem?— Is what you’re offering a viable solu0on to their need? Is it a good fit for my business?— Will the ROI jus0fy the investment?
  33. 33. You want to learn… How qualified is the lead?—Is this 
 lead likely to make a purchase, and
 are they a fit for what we offer? What are their pain points?—
 What are their challenges, and 
 what problems do they most 
 need solved? What does their ideal solution 
 look like?—What features and 
 benefits are most pertinent 
 to this lead?
  34. 34. Assessments Self-conducted online assessments can be strategically designed to help your lead identify their pain points and see the opportunities for improvement while providing genuine value and recommendations along the way.
 
 As your lead completes the assessment, you gain invaluable insight into where their business is at and how you can help them.
  35. 35. CMI Assessment Results
  36. 36. Quizzes Addictive and incredibly shareable, quizzes are ideal for generating leads and creating a buzz on social networks. People like to compete for recognition almost as much as they do tangible prizes, and while they’re filling out a quiz, you’re learning who they are, how they think and what they care about—all meaningful feedback for a sales team!
  37. 37. Solution Finders Help your buyers zero in on the solution that’s right for them. Solution finders allow buyers to navigate their way through existing solutions exactly as they see fit, answering the question, “What’s right for me?” This establishes a clear and immediate fit for the buyer— making it an invaluable content piece for the middle of the buyer’s journey.
  38. 38. The Late Stage Ready to Buy/Act
  39. 39. Early Stage An early stage is where they become aware of your brand and solution as well as their need. Middle Stage A middle stage is where they are considering their options and discovering more about their pain points and requirements. The Late Stage A late stage is where the buyer
 is getting ready to make a purchase decision. The Early Stage of The Buyers Journey
  40. 40. Your Buyer Wants
 to Know… What about “X”?—The late stage 
 of the buyer’s journey is where any 
 last questions on features or 
 implementation come to light. Does everyone approve?—Especially 
 in B2B situations, the lead will need 
 to get their in-house teams on board 
 and supply them with information 
 to approve the purchase.
  41. 41. You want to Know… Are there any final objections?—Is 
 there any information the buyer 
 is still in need of, or any concerns they still need answers to? How can we help the buyer get 
 buy-in?—What information do 
 we need to arm the buyer with to get their internal stakeholders
 on board?
  42. 42. Calculators Late-stage calculators tackle tough tasks like showing the ROI, TCO and pricing. You can use these to give your buyers useful tools that make their discovery totally transparent—especially useful when there are other internal stakeholders to convince. Your sales and marketing teams also gain valuable data from the buyer’s participation and can use the completion of a calculator as a buying signal, triggering them to follow up and close the sale.
  43. 43. Symantec Calculator Results
  44. 44. Configurators Late-stage configurators are incredibly useful for letting your buyer get hyper-specific with their needs. Typically focused on products rather than solutions, configurators deliver the same benefits as late-stage solution builders, illustrating fit and enabling that information to be easily communicated among stakeholders.
  45. 45. Solution Finders Late Stage Solution Finders are even closer to the sale—used to enable buyers to visualize their lives with your solution. Solution planners are perfect for helping your buyer get a transparent look into the solution they’ve chosen, also arming them with a detailed piece of content they can share internally to break down objections and illustrate the value to stakeholders.
  46. 46. University of New England — Australia Results Solution Finder
  47. 47. Pick something re-usable and 
 valuable from a high-performing 
 piece
 Optimize for one part of your buyer 
 journey first, and big or small, focus 
 your attention here as your 
 foundation for a program
 Experiment, while telling your 
 consistent story
 Get help! Where to Start
  48. 48. mward@ioninteractive.com
 twitter: @ioninteractive * 2017 Content Marke0ng Ins0tute’s Research Report Thank You

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