Scott Brinker's presentation from 2016 ContentTech Virtual Event: Designing Interactive Content to Power Your Marketing Data Strategy Interactive content—things such as quizzes, assessments, calculators, and configurators—is qualitatively different than the passive content that audiences simply read, watch, or listen to. Interactive content experiences are essentially miniature software programs, or web apps, which have logic and user experience wrapped into their design and operation. Most importantly, they give marketers the ability to collect and leverage a rich set of data that is explicitly volunteered by participants. Marketers can design interactive content with this data in mind to develop a broader marketing data strategy. This presentation covers frameworks for both the user-facing options that marketers can apply, to solicit the right kind of data from prospects at different stages of the buyer's journey, and the back-office management of this data through different marketing automation platforms (MAP) and CRM systems. Topics include: - Managing explicit "digital dialogue" data vs. implicit "digital body language" - Applying advanced progressive profiling tactics in interactive content - Pipelining richer data profiles from marketing to sales through your marketing stack - Understanding scenarios for programmatic data vs. human-consumable data

1. Creating an Interactive
Content Strategy that
Works with Technology
Scott Brinker
CTO @ioninteractive
@chiefmartec.com

2. Graph by JEGI/Clarity

3. What exactly is interactive content?

4. “The medium is the message.”
– Marshall McLuhan
the
art
of
communications
what it
says
how and
where it
appears

5. Mechanisms
what it
says
how and
where it
appears
how it
behaves
what it
does
the
art
of
customer
experience

6. Passive
Content
Interactive
Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs
E-books
Reports
Webinars
Assessments
Calculators
Configurators
Quizzes

7. But why interactive content?

8. Source: 2016 B2B Content Marketing Trends—North America, CMI/MarketingProfs
B2B

9. Source: 2016 B2C Content Marketing Trends—North America, CMI/MarketingProfs
B2C

25. Engagement Axis
BusinessModelAxis
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE INTERACTIVE
Websites
Blogs
Social
Media
eBooks
WebinarsWhite
Papers

26. Engagement Axis
BusinessModelAxis
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE INTERACTIVE
Websites
Blogs
Social
Media
eBooks
WebinarsWhite
Papers
Native
Mobile Apps
INTERACTIVE
CONTENT
Interactive
White Papers
Interactive
eBooks
Configurators
Assessment Tools
Contests
Lookbooks
Galleries
Workbooks
Guided Tours
Games
Calculators
Quizzes
Sweepstakes

27. Digital body language

28. What is digital body language?
• Website visits
• Email opens/clicks
• Content downloads
• Social media touches

32. What does it
mean?!?

33. Noisy
and not
differentiated

37. digital dialogue > digital body language
• website visits
• email opens/clicks
• content downloads
• social media touches
• scenarios calculated
• configurations considered
• quiz/assessment results
• behavior inside content

38. Digital body language

39. Digital dialogue

40. Digital body language Digital dialogue

41. Interactive Content Strategy
What data do I want?
What service do buyers want?

42. Ask a Sales Engineer
(or customer service)

43. I caught the data! Now what?

44. insightintoindividualbuyers
CRM
MAP
Interactive
Content
Data
contact information, third-party data,
and sales rep interactions
buyer’s
digital
activity
buyer insights
from interactive
content
• website visits
• email opens/clicks
• content downloads
• social media touches
• scenarios calculated
• configurations considered
• quiz/assessment results
• behavior inside content

46. 3 ways to pass data
downstream:
1. Purpose-specific fields.
2. A single “mash-up” field.
3. A single URL field that links
back to your interactive
content tool.

48. Thank you!
Scott Brinker
CTO @ioninteractive
@chiefmartec.com