Did you know when it comes to writing copy, interactive differs from traditional copy in several ways? In this presentation, ion interactive’s Content Strategist, Stephanie Mansueto shares her process for creating strategic copy for an interactive experience. She guides you through how you can repurpose copy from an existing static piece and leverage it as assessment questions or minimize into teaser copy on an interactive infographic. VIEW THE PRESENTATION TO LEARN: - How interactive content and static content differ - What interactive content provides marketers - How to create assessment copy that users want to commit to - How to use interactive and static content together - And more!

1. How to Write for
Interactive Content

2. What’s Inside:
•How interactive content and
static content differ
•What interactive content
provides marketers
•How to create assessment
copy that users want to commit
to
•How to use interactive content
and static content together

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 is Static
Content?
Static content is any content that can be
delivered to an end user without having to
be generated, modified, or processed. In
essence the same content is delivered to
each user.

5. What are the Most Popular
Interactive Content Types?

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

7. What are the Most Popular
Static Content Types?

8. Ebooks Infographics White Papers
Blog Posts Case Studies Price Sheets

9. How does the copy differ?

10. 87% agree that interactive
content grabs the
attention of the reader
more effectively than
static content.*
87%
* 2017 Content Marketing Institute’s Research Report

11. * 2017 Content Marketing Institute’s Research Report
Popular Methods for
Delivering
Interactive Content
•Email Marketing Campaigns
•Lead Nurture
•Social Media (paid and unpaid)
•Paid Search Campaigns

12. Questions to Ask About the Audience
* 2017 Content Marketing Institute’s Research Report
• How educated is this audience on the topic?
• Where are they in the buyer journey?
• What device will they be visiting this experience from?
• How much effort are they willing to put into this experience?
• What problem is this audience looking to solve?

13. Got Static Content?
You Can Reimagine it as Interactive

14. 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

15. How to Write Assessment Questions

16. http://cmi.postclickmarketing.com/Assessment/Example

17. Show users where they
currently stack up
amongst their peers and
provide them with a status
to work toward.
An asset to download
after reading the results as
way to continue educating
them.http://cmi.postclickmarketing.com/Assessment/Example

18. http://cmi.postclickmarketing.com/Assessment/Example

19. http://cmi.postclickmarketing.com/Assessment/Example

20. What are you
creating now?
•Blogs
•Email Marketing
•White Papers
•Webinars
•Support Content (FAQ’s)
Does your
organization use
content
marketing?

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

22. What are you
creating now?
•Blogs
•Email Marketing
•White Papers
•Webinars
•Support Content (FAQ’s)
How effective is
your content
marketing?

23. What are you
creating now?
•Blogs
•Email Marketing
•White Papers
•Webinars
•Support Content (FAQ’s)
Does your
organization have
a content
marketing strategy

24. What are you
creating now?
•Blogs
•Email Marketing
•White Papers
•Webinars
•Support Content (FAQ’s)
Content marketing
score based on
other respondents
and a CTA to get
the full report.

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

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

27. Write for Every Device

28. Asking the Right Questions
• Questions should be about the user’s
pain points and business needs - not
you.
•Questions should only be asked if they
are going to provide the user with a
valuable outcome.
•Choices should make sense and provide
the user with a choice that is more
tailored to their needs.
•Write for the device that a user may be on

29. Create a Content Journey

30. Interactive Infographics
&
eBooks or White Papers

31. • Use animations to draw user
attention to key stats.
• Add quiz questions to increase
engagement and learn more about
users.
• Reveal tiles break up heavy content
and encourage users to hover to
learn about the topics in the ebook.
Interactive
Infographics

32. • Scan the ebook and look for stats
and key takeaways
• Pull chapters that are most
impactful and create a teaser asset
to encourage users to download
• Mention the importance of
completing a form and the value
that will be obtained by completing
it
Interactive White
Papers & eBooks

33. • Scan the ebook and look for stats
and key takeaways
• Pull chapters that are most
impactful and create a teaser asset
to encourage users to download
• Mention the importance of
completing a form and the value
that will be obtained by completing
it
Interactive White
Papers & eBooks

35. Key Takeaways
•When crafting questions, think of the user first
- not the data you want to collect.
•Write for the device that you user is on, less on
copy on mobile to create a better user
experience.
•Scan your static content and pinpoint what
areas have been designed to draw the user’s
attention to that detail and then reimagine it as
interactive.
•Static content and interactive content should
work together to create a content journey.

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