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2015
Interactive Content Marketing Trends
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
“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
Clearly, Content Is Going Interactive
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
But Why?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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%
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
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
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
And a whopping 93% of marketers rate
interactive content as effective at
educating the buyer.
93%
Demand Metric, Enhancing the Buyer’s Journey
“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
“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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
But what the heck is interactive content?
© 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
So, let’s look at the 2015 interactive
content trends.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Trend #1
Engagement
“The point of content marketing 

is to attract, acquire and

engage an audience.”
Content Marketing Institute
But 58% of marketers say their content 

doesn’t create enough opportunity 

for engagement.
Demand Metric, Enhancing the Buyer’s Journey
58%
“Producing engaging content”
Marketers’ Biggest Challenge?
2015 B2B Content Marketing Trends, Content Marketing Institute
© 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/
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Trend #2
Quality over quantity
© 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
© 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
© 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
© 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
© 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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Trend #3
Youtility.
© 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
© 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
© 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
© 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
© 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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Trend #4
Rapid innovation in user experience
© 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…
© 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
© 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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Trend #5
Visual & interactive storytelling
© 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
© 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
© 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!)
© 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
© 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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Trend #6
Meaningful measurement
© 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
© 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
© 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?
© 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.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Trend #7
Surface buyer insights to sales
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
© 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
© 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.
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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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