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Producing engaging content 
Differentiate. Engage. Scale. Measure. 
© i-on interactive, inc. All rights reserved • www.ion...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
What’s Inside 
• Content marketing challenges 
• Sc...
Marketers are facing some 
content challenges. 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i...
B2B Content 
Marketing Challenges 
Producing engaging content 54% 
Measuring content effectiveness 49% 
Producing a variet...
B2C Content 
Marketing Challenges 
Measuring content effectiveness 51% 
Producing engaging content 50% 
Producing a variet...
A recent Demand Metric report showed: 
Many marketers 
are observing 
growing signs of 
content fatigue. 
Demand Metric, E...
% 37 
B2C 38 % 
B2B Marketers Marketers 
say their content marketing 
is effective 
2015 B2C content marketing trends, Con...
58 A whopping 
% 
say their content doesn’t create enough 
opportunity for engagement 
Demand Metric, Enhancing the Buyer’...
The Year Of Content Overload 
Our audience is literally 
drowning in content. 
© i-on interactive, inc. All rights reserve...
Sirius Decisions says one of the most critical 
mistakes a company can make is having… 
“Too much content.” Sirius Decisio...
70 % 
of all marketing content 
goes unused 
Sirius Decisions © i-on interactive, inc. All rights reserved • www.ionintera...
This stark statistic 
underscores the urgent need 
for a content revolution… 
© i-on interactive, inc. All rights reserved...
Houston... 
we have a problem 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content Marketing Challenges… 
Spending is up 
Effort is up 
Low scores for effectiveness 
Not engaging 
Drowning in conte...
The trick is to figure out how 
you can scale your content 
across the buyer’s journey & 
transform static content into 
i...
Take your average white paper, for example. 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on...
Great for lead gen. Great for buyer education. You hope. 
© i-on interactive, inc. All rights reserved • www.ioninteractiv...
But that doesn’t have to be the end of it… 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on ...
interactive infographic 
interactive white paper 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
©...
Interactive content experiences are: 
Great for audience engagement. 
Great for buyer education. 
Great for lead gen & dem...
Types of existing content you can scale… 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on in...
This content scales into…. 
ASSESSMENTS 
CONFIGURATORS 
CALCULATORS 
INTERACTIVE 
WHITE PAPERS 
LOOKBOOKS 
QUIZZES 
GAMES ...
Your White Paper Becomes 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
Interactive White Paper 
...
Your Research Becomes 
Interactive Infographic 
Quiz 
Assessment 
© i-on interactive, inc. All rights reserved • www.ionin...
Your Infographic becomes 
Interactive Infographic 
Quiz 
© i-on interactive, inc. All rights reserved • www.ioninteractive...
Your Solution Brief Becomes 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
Solution Builder 
Calc...
Your Product Brochure 
Becomes 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
Interactive Lookboo...
We call these types of 
interactive experiences 
marketing apps 
© i-on interactive, inc. All rights reserved • www.ionint...
Marketing Apps 
are useful browser-based digital content experiences 
designed for visitor participation 
©© i- oi-no nin ...
Feedback Loop 
©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.in...
70 % 
VS 
% 
INTERACTIVE CONTENT 36 PASSIVE CONTENT 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
educating the buyer 93...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
differentiating from c...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
being shared 
38 VS % ...
Clearly, 
interactive content 
just works better 
than static content 
© i-on interactive, inc. All rights reserved • www....
Why Marketing Apps Work So Well: 
ENGAGING 
USEFUL 
DIFFERENTIATED 
SCALABLE 
EFFECTIVE 
MEASURABLE 
© i-on interactive, i...
Types of 
Marketing Apps 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
Interactive Infographic 
Interactive infographics turn facts and soundbites into engaging and entertaining fun. Using 
the...
Assessments 
When it’s time to truly engage in a useful dialog, it’s time to put assessments to 
work. They’re strategical...
Calculators 
When you want to illustrate potential quantifiable outcomes, calculators are the go-to 
marketing app. They c...
Solution Builders 
Solution builders answer the question — what is right for me? The help the buyer 
understand conceptual...
Configurators 
Configurators are a specific version of solution builders — enabling buyers to match 
their needs to your p...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
Interactive White Papers 
The ‘snackable’ version of eBooks, can provide snippets of expandable content allowing 
the visi...
Conversion Path 
How to Use 
Marketing Apps Across 
the Buyer’s Journey 
© i-on interactive, inc. All rights reserved • ww...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
Marketers must produce 
content that adds value in order to 
engage customers. The true measure 
of content is the experie...
Content Marketing Can: 
BE EFFECTIVE 
BE SCALABLE 
DRIVE ENGAGEMENT 
DRIVE DEMAND 
BE MEASURABLE 
© i-on interactive, inc....
ion can help! 
We help customers concept, create and launch 
differentiated digital experiences. 
© i-on interactive, inc....
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
eBooks
Great for longer format content. It’s especially effective as a 'create your own story'
version where the behavioral feedback loop to sales and marketing illuminates
pains, opportunities and qualification.

Publicado en: Marketing
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  • This is all great stuff. But in a country like Greece (where I live and work) the financial crisis has, literally, led to marketing collapse! Textbook marketing techniques do NOT work anymore, due to lack of b2b spending power (which follows lack of b2c demand, high taxes, and an unstable political environment). As a result, nobody cares about your 'bright new marketing proposal that will increase revenues or reduce costs'. The prevalent b2b purchasing principle is 'what I don't buy won't kill me', which translates into 'if NOT buying marketing plan X won't kill me now, I won't buy it!'. I am currently witnessing the demise of Marketing in Greece !
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