Interactive Content Marketing That Gets Results
 

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Interactive Content Marketing That Gets Results

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You’re a content marketer? Then you’ve probably got loads of infographics, white papers, webinars, videos and then some. But do you have ROI? Reader engagement? Social sharing? Is your content ...

You’re a content marketer? Then you’ve probably got loads of infographics, white papers, webinars, videos and then some. But do you have ROI? Reader engagement? Social sharing? Is your content working for your brand, or sitting passively on the desktops of your audience? Content marketing isn’t about producing more content. It’s about producing the kind of content that engages your audience and drives business results.

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Interactive Content Marketing That Gets Results Presentation Transcript

  • 1. Interactive Content Marketing 
 That Gets Results!
  • 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What’s Inside • The state of content marketing • The content overload problem • Content consumption trends • Transforming static content with interactivity • Tons of stats and examples! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Obvious Facts About Content Marketing
  • 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content Is King. This meme isn’t new. But content marketing has reached a fever pitch in the last 12-24 months.
  • 5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 73% Have A Person Who Oversees Content Marketing Strategy CMI, 2014 B2B Content Marketing Survey 27% 73%
  • 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content Marketing Is The Top Marketing Investment For The Next 12 Months Demand Metric Lead Generation Benchmark Report
  • 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 30% Of Budgets Are Allocated To Content Marketing CMI, 2014 B2B Content Marketing Survey 30%
  • 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 93% Surveyed Use Content Marketing CMI, 2014 B2B Content Marketing Survey 93%
  • 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 73%Are Producing MoreContent Than They Did A Year Ago. CMI, 2014 B2B Content Marketing Survey
  • 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 58% Plan To Increase Their Content Marketing Budget Over The Coming Year CMI, 2014 B2B Content Marketing Survey 58%
  • 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Clearly, we’ve jumped on the content marketing bandwagon.
  • 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com But Is It All Rosy? The Other Side of the Content Marketing Fever
  • 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Modern marketers are now virtually churning out content like a factory.
  • 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com But This Means Our Audience Is Totally Overwhelmed By The Deluge Of Content Available
  • 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com In 2008, just 6years ago — the average American spent 33 minutes per week reading and 6.56hours consuming digital content (TV, Internet, or mobile content). ! ! ! ! As of this year, that number has reached 12hours - an increase of almost 100 percent in four years.
  • 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com If Our Audience Isn’t Overwhelmed, They Are Totally Bored!
  • 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Many Marketers Are Observing Growing Signs Of Content Fatigue” Demand Metric, Enhancing the Buyer’s Journey,
  • 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ! Mathew Sweezey, director of thought leadership at Pardot, @msweezey 71%of buyers have been disappointedby content Worse yet…
  • 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ! Mathew Sweezey, director of thought leadership at Pardot, @msweezey 64%of buyers only slightly likely to read your content again if their first experience was disappointing. And even worse…
  • 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 70% Of All Marketing Content Goes Unused Sirius Decisions 70%
  • 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Only 42% Of Marketers Say Their Content Marketing Is Effective 42%CMI, 2014 B2B Content Marketing Survey
  • 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com How Can I Get People To Engage With My Content? In a recent study by the Content Marketing Institute, marketers rated their biggest challenge as ‘producing the kind of content that engages’.
  • 23. 58%© i-on interactive, inc. All rights reserved • www.ioninteractive.com 58% Say Their Content Doesn’t Create Enough Opportunity For Interactive Or Engagement. Demand Metric, Enhancing the Buyer’s Journey,
  • 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com So, What Is Working?
  • 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Content Stampede Everyone is rushing to create content and increasing their investment into content marketing.
  • 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com How Will You Stand Out? As marketers, it is not our job to join the stampede, but to stand out. To be remarkable. To differentiate.
  • 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive content works better than static content.
  • 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Demand Metric, Enhancing the Buyer’s Journey 0 17.5 35 52.5 70 Passive content Active content Recent survey data from Demand Metric shows that marketers who are using interactive content are generating conversions moderately or very well 70% of the time, compared to just 36% for passive content.
  • 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Demand Metric, Enhancing the Buyer’s Journey 0 25 50 75 100 educating the buyer differentiating from competitors being shared Comparing interactive to passive content, interactive content is somewhat or very effective at educating the buyer (93% versus 70%), differentiating from competitors (88% versus 55%) and being shared (38% versus 17%).
  • 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com … the winners in the next revolution will be creating fun, immersive experiences on a daily basis for their customers. Like every other marketing phase, early adopters will flourish and those late to the game will struggle. ! ~Schaefer Marketing Solutions, The Future of Digital Marketing 
 will be Built on Fun “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ! Mathew Sweezey, director of thought leadership at Pardot, @msweezey “Content is no longer novel; just having it provides no value to consumers. ! Marketers must produce content that adds value in order engage customers. ! The true measure of content is the experience the person has with it.”
  • 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Turn Static Content Into Interactive Experiences Marketing Apps Are Your Content Marketing Purple Cow © i-on interactive, inc. All rights reserved • www.ioninteractive.com Take the first opportunity you have of making an impression on your visitors and be easy, enjoyable, useful and interactive.
  • 33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Here are a few types of marketing apps and examples for overcoming content overload.
  • 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Conversion Path Conversion paths give the visitor the opportunity to choose what content is actually relevant to them, and avoids the possible information plague. Self-segmentation Visual prominence of incentive © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Avon gives the visitors the choice of seeing what they came to the page to find in the first place. It’s a fast answer to the visitor’s question.
  • 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Assessment In an assessment, visitors answer a set of questions in order to see a personalized score or recommendations. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com ion’s own post-click assessment allows visitors to step through 15 questions to receive a personalized score and recommendations for improving the visitor’s campaign pages.
  • 38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Quiz A quiz is a smaller version of an assessment—
 typically 5 or fewer questions. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com BIGSTOCK offers a completely entertainment-based quiz for what stock image the visitor is, providing an engaging and fun experience while making the visitor aware of what their brand can provide to them.
  • 40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Calculator A calculator allows a visitor to easily determine a specific numerical output, such as savings, ROI or pricing computations. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Prominent, simple form Dynamic price range based off answer RFP incentive for more detailed pricing
  • 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com AT&T provides a data calculator to their visitors to see their estimated data usage per month, setting the expectations early and offering knowledge on how the visitor’s data is being used.
  • 42. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Game A game theme, typically characterized by visitors reaching a certain score through interactions with your page, can make an online digital experience instantly fun. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Game of HR Learn all the answersLearn all the answers in this FREE reportin this FREE report Which do you think it was? Playful and engaging layout Directional cue to upsell full report
  • 43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Nike has turned their Nike+ efforts into a game utilizing their Fuelband, SportsWatch, or Running app. Visitors are able to compete and play with friends to win by accumulating the most activity and movement.
  • 44. Interactive White Paper / Ebook Take your white paper content and turn it into a navigable ‘microsite’, injecting other marketing apps throughout. Visitors can immerse themselves in your content on their own terms. © i-on interactive, inc. All rights reserved • www.ioninteractive.com© i-on interactive, inc. All rights reserved • www.ioninteractive.com Learn More about whatLearn More about what Interactive white papersInteractive white papers Target & Inform your Customers with Interactive White Papers Take a Quiz White Paper White Paper Quickly navigate through content Playful and engaging layout Organize your Information
  • 45. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Google released a fun interactive eBook and browsers and the web that really keeps the visitor’s attention. The visitor is able to navigate to whichever section they are interested in first, while clicking on links throughout the test to get clarification on a subject before moving on.
  • 46. © i-on interactive, inc. All rights reserved • www.ioninteractive.com How Do We Know This Works? ! ! The Results
  • 47. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 48. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Marketing apps can completely transform your content engagement and increase leads & sales in a measurable way. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 50. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! !! www.ioninteractive.com @ioninteractive info@ioninteractive.com !! See more marketing app examples at
 http://ioninteractive.com/marketing-app-examples
 © i-on interactive, inc. All rights reserved • www.ioninteractive.com