In Part 2 of our "Better" Series, we focused on creating better content with interactivity. View the keynote to discover 3 benefits of using interactivity to boost your content marketing efforts; 3 tips on how to get the most out of your interactive content; and 3 examples of companies successfully using interactive content.

1. SubheadCreating Better Content
Know the content that resonates with your
audience to improve campaign effectiveness and
lead quality.
ion “Better” Series

2. Presenters
Clément Hernandez
Marketing Coordinator
ion interactive
Stephanie Mansueto
Senior Content Strategist
ion interactive

3. Tweet Us
@ioninteractive
#ionbettercontent

4. Subhead
Kicking It Off
Part 2 of the ion “Better” Series

5. Bring your brand to life with memorable content that
cuts through clutter
Know the content that resonates with your audience
to improve campaign effectiveness and lead quality
Gain audience insights to improve content
effectiveness
Know who you’re talking to and what they need in
order to have data-informed conversations
Speed up your sales cycle with informed conversations
that convert
Better content, qualified leads, and higher sales =
more revenue
awareness
content
engagement
leads
sales
revenue
Interactive Content Funnel
ion makes marketers more effective through better…

6. 3 Problems Marketers
Face When Creating
Content
1.Content creation is time consuming
(well-written, accurate, backed by
research)
2.Content can be hard to measure
(outside of social shares,
comments. What are you using?)
3.Running out of content ideas (what
inspires you, where should buyers
go next)

7. Interactivity’s Impact
on the Content
Experience
96% of respondents believe that content
interactivity affects buyers’ decisions
throughout the journey
Did you know: interactive content
encourages users to engage with content
naturally? This helps marketers make more
informed about what resonates with the
audience.
Source: Demand Metric. Content Experience Impact and the Buyer’s Journey. 2018, p. 22, 23, 27.
96%

8. What is Interactive
Content?
In its simplest form, interactive
content is content created with the
goal of capturing user attention and
encouraging them to take action.
Interactive content gives you the
power to understand what resonates
with your audience through built-in
tracking and data points.

9. Time for a Poll!

10. Content Marketing
Measurement
66% of study participants have only basic
or no measurements of content marketing
effectiveness.
Did you know: interactive content helps us
understand what resonates with our
audience and what may have had less of an
impact.
Source: Demand Metric. Content Experience Impact and the Buyer’s Journey. 2018, p. 22, 23, 27.

11. Popular Types of Interactive Content
Assessments
Interactive Infographics
Interactive eBooks
Quizzes
Calculators

12. 3 Benefits of Using
Interactivity to
Boost Your Content
1. Education
2. Personalization
3. Data-Driven Insights

13. Benefit 1: Education
Provide users with the content they
need to make better buying decisions.
A more educated buyer is a more
qualified buyer.
TIP: For marketers who are focused on
educating their audience, we like to
recommend an interactive ebook or
infographic, where you can present
meaningful data points about your
product or service.

14. Benefit 2:
Personalization
Interactive content puts buyers in the
driver seat. When prospects have the
ability to personalize content displayed
based on their own selections, they’re
more likely to convert.
TIP: Watch how your audience engages
with the content. Gaining that additional
insight gives visibility in how best to
follow-up, whether that’s with another
piece of content down the funnel, a drip
campaign, or a sales conversation.

15. Benefit 3: Data-Driven
Insights
With interactive experience data,
marketers know who’s consuming what,
how they’re engaging, and which tests,
variants, and campaigns are driving
conversion results.
TIP: Once your interactive experience has
launched, start reporting and tweaking
the content in order to determine what
resonates most with your audience.
How? Run an A/B test.

16. Pitney Bowes GE Korn Ferry
Companies Using Interactive Content

17. Live Chat!
Questions? Comments?
What are your thoughts?
@ioninteractive
#ionbettercontent

18. ion makes you better.
better
awareness
content
engagement
leads
sales
revenue
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