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2017 Interactive Content Marketing Trends

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Anna Talerico shares the strategies and tactics driving results in 2017.
Research shows a clear path to success. And, as usual, that’s the topic of our biggest webinar of the year!

ion co-founder Anna Talerico gives us her 2017 Interactive Content Marketing Trends presentation. Get the strategies and tactics proven to be…

- 94% more effective at conversion
- 60% more effective at differentiation
- 33% more effective at educating buyers
- 120% more effective at getting shared

The future of content marketing is interactive digital experience. And in 2017, the future is now.

75% of content marketers are doing more interactive content going forward. Find out why. And find out how.

Published in: Marketing
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2017 Interactive Content Marketing Trends

  1. 1. 2017 Interactive Content
 Marketing Trends
  2. 2. Today 12 Trends: BIG THINGS: LITTLE THINGS: • Interactive Content • Video • “Personalization” • Account based Marketing • Content that creates content • Tool Tips • FUN • Social, Social, Social • Data Visualization • Storytelling
  3. 3. What content marketers
 will be focused on in 2017
  4. 4. 80% will focus on lead gen as a content
 marketing goal over next 12 months.
  5. 5. Brand Awareness 79%
  6. 6. Engagement
  7. 7. Lead Nurturing
  8. 8. 78% use website traffic to measure how well
 their content marketing is producing results.
  9. 9. 76% prioritize delivering content
 quality over quantity 76%
  10. 10. and yet…
  11. 11. 4.6 billion 
 pieces of content
 are produced daily.
  12. 12. 
 83,000
 blog posts published
 every hour.
  13. 13. Your audience is
 inundated
 with content
  14. 14. It’s no wonder as much as 70%
 of content goes unused 70 %
  15. 15. and yet…
  16. 16. of marketers expect their organization
 to make MORE content in 2017. 70%
  17. 17. That’s a
 whole lot
 of content.
  18. 18. What does this mean
 for content marketers
 in 2017?
  19. 19. IMPERATIVES: • Stand Out • Differentiate • Gain Attention • Engage • Demonstrate Results
  20. 20. All of today’s trends point
 to meeting these imperatives
  21. 21. BIG
 Trends
  22. 22. Let’s start with
 the obvious
  23. 23. Interactive
 Content 1
  24. 24. “Quite simply, it’s
 not a question of whether companies should use interactive content but rather
 how soon they
 should start.” ~ Content Marketing Institute
  25. 25. Already entrenched More than half of marketers surveyed
 are now using interactive content
 53%
  26. 26. More on the horizon Anticipate increase in use of interactive content 75%
  27. 27. The use of 
 interactive content 
 is expected to 
 increase dramatically 
 in the next 12 to 24 months, with 87%
 of B2B marketers predicting at least
 10% of their content
 will be interactive.
  28. 28. It’s no wonder
 content marketers
 are using interactive experiences.
  29. 29. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66%
  30. 30. Interactive content can have reusable value, resulting in repeat visitors and multiple exposures Web Traffic 79%
  31. 31. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79%
  32. 32. Non gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing Lead Nurturing 75%
  33. 33. Interactive content provides me with valuable ways to repurpose my organization’s passive content. Content
 Repurposing 67%
  34. 34. Interactive content 
 grabs the attention of the reader more effectively than static content Attention/
 Differentiation 81%
  35. 35. How differentiated can an article be?
  36. 36. When they all say the same thing?
  37. 37. Literally. (we are all guilty of producing this type of content)
  38. 38. Note: Multiple Responses permitted. Reasons Interactive Content Used 
 in Content Marketing Educating the audience ……………………….………… 75% Engagement ……………………………………………….. 59% Lead generation/top of funnel …………….…………… 58% Create brand awareness …………..……………………. 57% Conversion………………………………………….……… 49% Social media/community engagement ……….………. 41% Lead nurturing/mid-funnel ……………………….……... 33% Customer retention/loyalty………………..…….………. 31% Storytelling ………………………………………..……….. 31% Sales/sales enablement ………….…………….….…….. 28% Other reasons ……………..……………………….…….… 4%
  39. 39. 94% more effective at conversion
  40. 40. 60% more effective at differentiation 60%
  41. 41. 33% more effective at educating buyers
  42. 42. 120% more effective at getting shared 20 % 1
  43. 43. “Content 
 will become 
 user led” In 2017
  44. 44. The most 
 popular types
 of interactive
 content 2
  45. 45. Note: Multiple Responses permitted. Types of Interactive
 Content Used Assessments …………………………………….54% Calculators .......................................................52% Contests ...........................................................50% Quizzes .............................................................48% Interactive infographics …………………….….44% Interactive eBooks ………………………………38% Interactive white papers ……………………..…27% Configurators .…………….……………..……… 26% Games ………………………………………….… 24% Wizards ……………………………………………17% Interactive lookbooks ………………………..…15%
  46. 46. Types of Interactive Content experience requested by ion customers 2016 Infographics Assessments ebooks Whitepapers Calculators Resource libraries Quizzes Solution finders
  47. 47. Most popular ion Quick Starts
 templates used in 2016 Infographics Assessments Lookbooks Long form content Quizzes
  48. 48. The top five content formats B2B
 marketers are using or plan to use for
 content-enabled campaigns include: 85 84 82Interactive
 Infographics ROI
 Calculators Assessments 95Video 92Surveys
 % % % % %
  49. 49. 2017 will be about
 unique applications
 within these existing types
 of interactive content
  50. 50. Video 3
  51. 51. The can’t ignore trend
 of 2017
  52. 52. “In 2015, videos grew
 in consumption the
 most, among all 
 content types. Many 
 are predicting that 
 video will compose 
 70% of all internet 
 traffic, by 2017.” Online video is the fastest growing content marketing trend: ~ Neil Patel
  53. 53. 43 percent of consumers want to see
 more video from brands. 43%
  54. 54. Video=ROI A Firebrand Group study recently discovered
 that about 85 percent of marketers have seen positive ROI from their video efforts. 85%
  55. 55. According to HubSpot research, Video was 
 followed by social media posts, news articles and research content.
 Video Is Being Consumed “…the content that 
 has the best chance 
 to keep the audience’s 
 attention is video, 
 due to its interactive 
 nature.”
  56. 56. Interactive Video
  57. 57. Interactive Video http://www.transfarency.com/?clk=HOMEICON2_OTHERFALCAM160105
  58. 58. Video Background ion Quick Start - Landing page with Full Page Background Video
  59. 59. Interactive Video
  60. 60. Video Decision Tree & Quizzes ion Quick Start - Video Decision Tree
  61. 61. Personalization 4
  62. 62. For me at Ally our focus 
 is on personalization of content creation, and that 
 will command our attention and investment. That is, understanding, at a 
 customer-level, personas, needs, wants and 
 preferences and delivering them in a meaningful way through the channels 
 they prefer to be 
 communicated in. “ ”~ Andrea Riley, CMO, Ally
  63. 63. 71 percent of audiences expect advertising to be tailored to their interests and habits.
  64. 64. According to the “2016 B2B Buyer’s Survey” conducted by Demand Gen Report, 69 percent
 of B2B buyers say the most influential aspect
 of a company’s website is content that
 speaks directly to their needs. 69%
  65. 65. Segmentation with 
 Personalized Results
  66. 66. Personalized Results https://babysizer.com
  67. 67. Personalized Results https://www.fitbit.com/findanewfit/fitnessquiz#quiz-start
  68. 68. Mobile First 5
  69. 69. The average 
 household has 7.4 internet connected devices. A ‘mobile 
 user’ one minute is a ‘desktop user’ the 
 next. The distinction 
 is entirely artificial.
  70. 70. Responsive Design
  71. 71. Fun 6
  72. 72. Game-a-fication
  73. 73. Games
  74. 74. Game-a-fication
  75. 75. Game-a-fication
  76. 76. Sense of Humor
  77. 77. Interactive Video
  78. 78. And even fun with forms
  79. 79. Fun with Forms http://www.svn2ftp.com
  80. 80. Fun with Forms www.transfarency.com/?clk=HOMEICON2_OTHERFALCAM160105
  81. 81. Fun Mad Lib Style Marketing Quiz
  82. 82. Fun with Forms
  83. 83. Account Based
 Content 7
  84. 84. Sales Enablement ion Quick Start - Quick Pitch for Accounts Based Marketers
  85. 85. Sales Enablement ion Quick Start - Online Sales Presentation
  86. 86. Sales Enablement ion Quick Start - Sales Asset Matcher
  87. 87. “Additionally, 
 interactive content 
 will also enable 
 marketers to collect 
 data and insights that sales teams can use 
 to accelerate the best prospects through the sales process.”
  88. 88. Storytelling 8
  89. 89. Storytelling
  90. 90. Storytelling
  91. 91. Storytelling
  92. 92. Storytelling
  93. 93. Animated Storytelling
  94. 94. Video
  95. 95. Visual Tours
  96. 96. Multi Media
  97. 97. Multi Media
  98. 98. STORYTELLING BASICS: • Highly Visual • Immersive • Motion through the Story • Animation of Key Content • Evoke Emotion or Feelings • Soft sell, no sell
  99. 99. Little Trends
  100. 100. Tool Tips 9
  101. 101. Tool Tips
  102. 102. Tool Tips
  103. 103. Visual Tour with Tool Tips
  104. 104. Content
 that creates content 01
  105. 105. Centermark
  106. 106. Centermark
  107. 107. Results Comparison
  108. 108. Meaningful Results Page
  109. 109. Meaningful Results Page
  110. 110. Social
 Emphasis 11
  111. 111. #headlines https://www.panthera.org
  112. 112. Social Stories http://series.hashtagsunplugged.com/thedress
  113. 113. Social Stories www.visitwales.com/findyourepic
  114. 114. Social Stories
  115. 115. Data
 Visualization 12
  116. 116. Interactive Charts www.vox.com/policy-and-politics/2016/3/25/11293258/tax-plan-calculator-2016
  117. 117. Interactive Charts
  118. 118. Data visualization
  119. 119. Data visualization
  120. 120. Data visualization
  121. 121. Data visualization
  122. 122. UN-gate content 13
  123. 123. “Ungated Content Is the Way to Customer Hearts”
  124. 124. interactive content works
  125. 125. 36Increase in 
 Conversions 21Increase in 
 Site Visits % %
  126. 126. 7.5-10 
 Increase in 
 Leads through education Interactive White Paper
  127. 127. 50XEngagement An engaging quiz drives 50 times more participation
  128. 128. 4X Purchasing power drove 4 times the number 
 of e-commerce conversions. Conversions
  129. 129. 82 FedEx uses
 embedded interactive experiences to
 make shipping easy and increase
 revenue by 82% Increase %
  130. 130. info@ioninteractive.com twitter: @ioninteractive Thank You

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