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2015 Interactive Content Marketing Trends

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January 2015 ion interactive webinar

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2015 Interactive Content Marketing Trends

  1. 2015 Interactive Content Marketing Trends © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  2. “Content Marketing Is Becoming Less About The Words You Put On A Page, And More About The Experiences You Create For The Consumer.”- William Comcowich, CEO of CyberAlert © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  3. Clearly, Content Is Going Interactive © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  4. But Why? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  5. Only 36% of marketers say
 passive content is effective at 
 engaging buyers. (Passive content includes things like blogs, articles and white papers.)
 
 
 Demand Metric, Enhancing the Buyer’s Journey 36%
  6. But, 70% of marketers say interactive content is effective at engaging buyers. (Interactive content includes things like quizzes, assessments, 
 calculators and interactive white papers.) 70% Demand Metric, Enhancing the Buyer’s Journey
  7. Only 55% of marketers say passive content is effective at differentiating
 their brand. (Passive content includes things like blogs, articles and white papers.) 55% Demand Metric, Enhancing the Buyer’s Journey
  8. While 88% of marketers say 
 interactive content is effective at differentiating their brand. (Interactive content includes things like quizzes, assessments, calculators and 
 interactive white papers.) 88% Demand Metric, Enhancing the Buyer’s Journey
  9. And a whopping 93% of marketers rate interactive content as effective at educating the buyer. 93% Demand Metric, Enhancing the Buyer’s Journey
  10. “In 2013, the most popular pieces of content on both BuzzFeed and the New York Times had something in common. Was it that they were well-research pieces by respected journalists? No. In fact, the NYT piece was created by an intern. Did they break news? Nope, no new news was made….They were quizzes. ” - BuzzStream © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  11. “The Writing Is On The Wall: Interactive Content Is The Future Of Content Marketing.”- Buzzstream © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com But what the heck is interactive content?
  13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Interactive content is anything that requires participants’ active engagement—something more than simply reading or watching. In return for their engagement, participants receive real-time responses and information.” - William Comcowich, CEO of CyberAlert
  14. So, let’s look at the 2015 interactive content trends. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Trend #1 Engagement
  16. “The point of content marketing 
 is to attract, acquire and
 engage an audience.” Content Marketing Institute
  17. But 58% of marketers say their content 
 doesn’t create enough opportunity 
 for engagement. Demand Metric, Enhancing the Buyer’s Journey 58%
  18. “Producing engaging content” Marketers’ Biggest Challenge? 2015 B2B Content Marketing Trends, Content Marketing Institute
  19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Takeaway: Think beyond linear words on a page and create an interactive content experience. Hint: assessments, configurators, quizzes, calculators, interactive white papers & infographics. Get inspired here: http://www.ioninteractive.com/ interactive-content-examples/
  20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Trend #2 Quality over quantity
  21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “The more content we produce, the more likely it is to fail.” -Eccolo Media 2015 B2B Technology Survey Report
  22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Global business executives are seeking substance. While marketers are largely marketing.” -The Economist Group, “Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences
  23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “86% of businesses say that they are looking for ways to repurpose content…within the next 12 months.” - AMA
  24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Repurposing content will be at an all-time high in 2015.” -Renée Warren, President of Onboardly
  25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Takeaway: Don’t create more content. Take your best content and scale it into several interactive experiences. Here’s how: http://apps.ioninteractive.com/site/solution-finder/interactive-content
  26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Trend #3 Youtility.
  27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What is the main reason a piece of content did not make a positive impression? “It seemed more like a sales pitch ” -The Economist Group
  28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What content characteristics had a meaningful impact on your perceptions of a brand? “Contained timely or unique information and helped me understand a complex issue in simple terms” -The Economist Group
  29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com "The point isn't just to be present, but to be useful. For companies that sell to other businesses (like professional services), the litmus test of an effective content marketing program is always to ask the question, 'Will our customers and prospects find this to be useful?’” - Tim Williams, founder of Ignition Consulting Group
  30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com "It's not OK to simply push out anything that contains a relevant keyword. As the content landscape continues to experience exponential growth, the future will be about piecing together solutions for time-starved individuals and helping them consume and apply the insights.” - Nadine Dietz, creator of The CMO Solutions Clubhouse
  31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Takeaway: Launch an assessment, configurator or solution builder that will help your buyer to learn, do or decide.
  32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Trend #4 Rapid innovation in user experience
  33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com There Is A Lot Happening In User Experience Design • Responsive • Mobile-first • Parallax • Hover • Reveal • Fade • Ghost buttons • Background images • Full width background videos • Scrolling over clicking • Card design • Layers • Transitions • Microinteractions • Microanimations • Material design • Touch-friendly • And on…. • And on… • And on…
  34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Our analysis shows there is a direct correlation between increased levels of participation and user engagement.” - Alex Mathias, Twitter
  35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Takeaway: Use modern interaction design to engage your visitors. It’s table stakes now.
  36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Trend #5 Visual & interactive storytelling
  37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Future content will… “evoke emotions, express deeper empathy for each customer persona, and tell great stories with less emphasis on aggressive selling…” - Hanna Andrzejewska of GetResponse
  38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Immersive, interactive storytelling gives companies a means to strategically orchestrate an agile selling environment, empowering their customers to uncover the true value of a product or solution while creating an emotional connection. This added level of engagement allows users to circumnavigate relevant materials and explore as in-depth as they deem necessary. Customers are now engaging with content and becoming part of the selling narrative by having the ability to influence the outcome as they explore consistent marketing messages.” - AMA
  39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Visual Content Builds Brand Engagement • 90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text. • Photos are liked 2x more than text updates, while videos are shared 12x more than links and text posts combined. • 80% of your online visitors will watch a video, while only 20% will read content. • Video constitutes 50% of all mobile online traffic and over 90% of internet traffic. • Infographics have seen the largest year-over-year increase in usage. In 2013 38% of B2B marketers were using infographics, compared with 51% in 2014. - Michael Brenner, Head of Strategy at NewsCred (the irony of this page not using any visual content is not lost on us!)
  40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “In the age of infobesity and increasing digital noise, visual storytelling will continue to emerge as a strategy for not only standing out, but also for nurturing and growing vibrant and engaged communities. The ability to craft visual stories that inspire emotion and spark the movement will help companies get noticed and amplify their message throughout those communities.” -Ekaterina Walter, CMO of Branderati
  41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Takeaway: Launch an interactive storyteller experience to immerse your audience. Here’s one we use: http://apps.ioninteractive.com/sales/interactive-presentation/content-marketing
  42. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Trend #6 Meaningful measurement
  43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “To show more value, our content is going to have to be targeted to specific goals. Content is no longer just ‘content’, but rather a highly tactical piece of marketing created to do specific things, like bring more people into our funnel, increase the speed at which people move through the sales funnel, or mitigate the churn rates.” - Mathew Sweezy of ClickZ
  44. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Future content will evoke emotions, express deeper empathy for each customer persona, and tell great stories with less emphasis on aggressive selling. Driving these campaigns will be the rush of data that is being made available to marketers that not only help to determine raw metrics such as conversion rates and engagement, but gain deeper insight into customer behavior to develop smarter campaigns and more targeted offers.” - Hanna Andrzejewska of Get Response
  45. © i-on interactive, inc. All rights reserved • www.ioninteractive.com When we measure interactive content inputs, we have rich insights into buyer needs, pains, goals. When buyers interact with content like calculators, quizzes, configurators & assessments, we know exactly how they responded. That’s powerful data. When we measure downloads, page views & shares, we’re measuring pass/fail interactions. Pass/fail interactions aren’t really all that illuminating when you think about it. So, they downloaded a white paper. Did they read it? So they hit a webpage, did they learn anything?
  46. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Takeaway: Measure aggregate user interactions and inputs in your interactive content to yield significant audience insights.
  47. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Trend #7 Surface buyer insights to sales
  48. Content Marketing Today “Marketers must produce content that adds value in order to engage customers. The true measure of content is the experience the person has with it.” Mathew Sweezey, Director of Thought Leadership at Pardot
  49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “In 2015, digital marketing will converge with digital selling in a meaningful way. Marketing (one to many) and sales (one to one) are beginning to use the same techniques of content creation and real-time engagement. The best organizations will not run marketing and sales as separate ‘departments’ but will merge the two functions into one customer facing organization focused on revenue generation.” - David Meerman Scott, Keynote Speaker & Bestselling Author, Freshspot Marketing
  50. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Takeaway: Provide more than pass/fail data to sales. Provide rich insights into specific buyer behavior & inputs.
  51. We can help! ion interactive helps customers concept, create and launch interactive content experiences. www.ioninteractive.com @ioninteractive info@ioninteractive.com

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