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Deliver Engaging Content 
to Your Buyers 
A Tale of Two Journeys 
© i-on interactive, inc. All rights reserved • www.ionin...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
Content marketing is the marketing 
and business process for creating 
and distributing relevant and 
valuable content to ...
The purpose of 
content marketing is to 
attract, acquire and engage 
an audience. 
© i-on interactive, inc. All rights re...
What types of content 
are we creating to attract, 
acquire & engage our 
audience? 
© i-on interactive, inc. All rights r...
Types of Content 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All righ...
And we’re making 
a whole lot of it… 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on intera...
% 77 
B2C 86% 
B2B Marketers Marketers 
marketers who use 
content marketing 
2015 B2C/B2B Content Marketing Trends, Conte...
Almost half have a 
dedicated content marketing group 
2015 B2C/B2B Content Marketing Trends, Content Marketing Institute ...
spend on content marketing 
2015 B2C/B2B Content Marketing Trends, Content Marketing Institute 
28 % 
of total marketing b...
more than half say they will 
increase spending in the 
next 12 months 
2015 B2C/B2B Content Marketing Trends, Content Mar...
70 % 
of B2B marketers 
are creating more content 
than they did a year ago 
2015 B2B content marketing trends, Content Ma...
But Let’s 
Pause 
For a Moment 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Clearly, we’re investing our 
time, energy and resources 
into content marketing. 
So how’s it 
working for us? 
© i-on in...
We could be doing 
much better. 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive...
% 37 
B2C 38 % 
B2B Marketers Marketers 
marketers who say their content marketing 
is effective 
2015 B2C Content Marketi...
58 A whopping 
% 
say their content doesn’t create enough 
opportunity for engagement Demand Metric, Enhancing the Buyer’s...
% 51 B2C 49% 
B2B Marketers Marketers 
marketers who are challenged 
measuring content effectiveness 
2015 B2C/B2B Content...
Wait… 
We’re increasing investments in 
content marketing, but we’re 
struggling with measuring 
how effective our content...
We have reporting coming 
out of our ears. But to be able 
to connect all those things into 
one cohesive view that connec...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
Let’s 
demystify 
the measurement issue
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
We have all the data we 
need to measure 
content consumption 
and influence 
© i-on interactive, inc. All rights reserved...
Data isn’t the missing link. 
The missing link is the interaction 
and experience our buyers are 
having with our content....
So, let’s take 
a different view of this 
measurement issue. 
© i-on interactive, inc. All rights reserved • www.ionintera...
Static content provides 
limited opportunity for 
engagement, insights 
& effectiveness. 
© i-on interactive, inc. All rig...
Interactive content 
can solve for this. 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on in...
Interactive content 
can engage your buyer 
in a radically more effective 
manner while surfacing 
much richer insights. 
...
chiefmarketer.com 70 % 
of buyers go through their buying journey 
before talking to a sales rep
So let’s introduce you to two 
types of buyer journeys… 
© i-on interactive, inc. All rights reserved • www.ioninteractive...
The Tale of Two Journeys
A Journey through Static Content 
• View an infographic 
• Register to download a white paper 
• Click through an email to...
What Do We Know? 
• Viewed an infographic 
• Registered to download a white paper 
• Clicked through an email and download...
Not all that illuminating, eh? 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
But what can a buyer’s journey look like with 
interactive content?
Early Stage 
A visitor clicks on a tweet and engages with an interactive 
infographic. We know every element he interacts ...
Early Stage 
Marketing places a cookie on the visitor 
for marketing automation & retargeting.
At This Point We Know… 
STATIC INTERACTIVE 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
We know...
Early Stage 
The visitor is retargeted with specific banner ads that pick up 
where his affinity for the infographic left ...
Early Stage 
He lands and engages with an interactive white paper. 
We know every element he interacts with.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
We Know 
STATIC INTERACTIVE 
We know a visitor VS 
...
Early Stage 
He decides he wants the PDF version emailed to him.
Early Stage 
Now he converts from an anonymous visitor to Bill.
Early Stage 
Bill’s previous interactions are married to 
his contact information.
Early Stage 
+ 
Bill is added to a nurture campaign.
Early Stage 
Bill gets an email offering an assessment.
Mid Stage 
Bill completes the assessment.
Mid Stage 
Marketing is capturing key behaviors and responses.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
We Know 
STATIC INTERACTIVE 
We know he VS 
downloa...
Mid Stage 
Bill shares the insights and results with his boss.
Mid Stage 
Marketing’s next nurture email to Bill is triggered 
based on his previous responses.
Mid Stage 
Bill clicks through and uses a solution builder.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
We Know 
STATIC INTERACTIVE 
VS We know the 
soluti...
Mid Stage 
Bill shares the solution builder results 
with his colleagues.
Mid Stage 
Bill bubbles up to sales as an active lead. Sales sees Bill’s 
responses in the CRM and reaches out to begin a ...
Mid Stage 
After their call, sales sends Bill an ROI calculator.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
We Know 
STATIC INTERACTIVE 
VS We know Bill’s 
spe...
Mid Stage 
Bill’s data is captured and surfaced to sales.
Late Stage 
Bill calls his sales rep. He’s got buying questions.
Late Stage 
Bill & sales discuss set up, using an implementation 
configurator together.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
We Know 
STATIC INTERACTIVE 
VS All the 
implementa...
Late Stage 
Bill shares the results with colleagues.
Late Stage 
Bill is thinking and planning.
Late Stage 
Bill is talking with his boss about implementation details 
and program goals.
Late Stage 
Bill is talking to procurement and doing legwork.
Late Stage 
Bill had a great content experience. He had a relevant experience 
with sales. Bill gained team agreement. Bil...
The Tale of Two Journeys 
RICH INSIGHTS TO 
SURFACE TO SALES 
© i-on interactive, inc. All rights reserved • www.ionintera...
It’s hard to surface buyer 
insights & meaningful digital 
body language without 
interactions.
What does interactive content 
mean 
for the organization? 
© i-on interactive, inc. All rights reserved • www.ioninteract...
Content that is 
not simply pass/fail 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content that your 
audience wants to 
consume—that they will 
engage with and use 
© i-on interactive, inc. All rights res...
Better engaged/educated 
prospects 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Sales can meet the 
buyer at the point 
of interest 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Better sales and 
marketing alignment 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
More 
opportunities 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
More 
customers 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content – defined as all information 
components produced by marketing to 
communicate ideas and transfer knowledge to 
bu...
Conversion Path 
How to Use 
Interactive Content During 
Each Stage of the Buyer’s Journey 
© i-on interactive, inc. All r...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
The Bottom Line Is… 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All r...
Interactive content delivers what 
your buyers want and the 
measurement insights you need. 
© i-on interactive, inc. All ...
70 % 
VS 
% 
INTERACTIVE CONTENT 36 PASSIVE CONTENT 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
educating the buyer 93...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
differentiating from c...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
being shared 
38 VS % ...
Why Interactive Content Works 
So Well: 
ENGAGING 
USEFUL 
DIFFERENTIATED 
SCALABLE 
EFFECTIVE 
MEASURABLE 
© i-on interac...
ion can help! 
We help customers concept, create and launch 
interactive content experiences. 
© i-on interactive, inc. Al...
A Tale of Two Journeys: Delivering Engaging Content to Your Buyers
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A Tale of Two Journeys: Delivering Engaging Content to Your Buyers

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ion's November webinar comparing the buyer's journey through static content versus interactive content and how you can use interactive digital dialog to provide rich insights to sales and marketing.

Published in: Marketing

A Tale of Two Journeys: Delivering Engaging Content to Your Buyers

  1. 1. Deliver Engaging Content to Your Buyers A Tale of Two Journeys © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  2. 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com What’s Inside •The state of content marketing •The buyer’s journey across your content •Static versus interactive content •Surfacing rich content insights to marketing & sales
  3. 3. Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content Marketing Institute “ ”
  4. 4. The purpose of content marketing is to attract, acquire and engage an audience. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  5. 5. What types of content are we creating to attract, acquire & engage our audience? © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  6. 6. Types of Content © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social Media Content Other Than Blogs eNewsletters Articles on Your Website Blogs In-Person Events Case Studies Videos Illustrations/Photos White Papers Online Presentations Infographics Webinars/Webcasts Research Reports Microsites
  7. 7. And we’re making a whole lot of it… © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  8. 8. % 77 B2C 86% B2B Marketers Marketers marketers who use content marketing 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  9. 9. Almost half have a dedicated content marketing group 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute ©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  10. 10. spend on content marketing 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute 28 % of total marketing budget © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  11. 11. more than half say they will increase spending in the next 12 months 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute ©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  12. 12. 70 % of B2B marketers are creating more content than they did a year ago 2015 B2B content marketing trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  13. 13. But Let’s Pause For a Moment © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  14. 14. Clearly, we’re investing our time, energy and resources into content marketing. So how’s it working for us? © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  15. 15. We could be doing much better. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  16. 16. % 37 B2C 38 % B2B Marketers Marketers marketers who say their content marketing is effective 2015 B2C Content Marketing Trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Only
  17. 17. 58 A whopping % say their content doesn’t create enough opportunity for engagement Demand Metric, Enhancing the Buyer’s Journey, © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  18. 18. % 51 B2C 49% B2B Marketers Marketers marketers who are challenged measuring content effectiveness 2015 B2C/B2B Content Marketing Trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  19. 19. Wait… We’re increasing investments in content marketing, but we’re struggling with measuring how effective our content actually is? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  20. 20. We have reporting coming out of our ears. But to be able to connect all those things into one cohesive view that connects it to business metrics is hard. It really is. Gary Van Prooyen “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Let’s demystify the measurement issue
  22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Problem with Measurement We can’t really know more than we already know. 1 2 What we know isn’t all that illuminating.
  23. 23. We have all the data we need to measure content consumption and influence © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  24. 24. Data isn’t the missing link. The missing link is the interaction and experience our buyers are having with our content. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  25. 25. So, let’s take a different view of this measurement issue. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  26. 26. Static content provides limited opportunity for engagement, insights & effectiveness. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  27. 27. Interactive content can solve for this. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  28. 28. Interactive content can engage your buyer in a radically more effective manner while surfacing much richer insights. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  29. 29. chiefmarketer.com 70 % of buyers go through their buying journey before talking to a sales rep
  30. 30. So let’s introduce you to two types of buyer journeys… © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  31. 31. The Tale of Two Journeys
  32. 32. A Journey through Static Content • View an infographic • Register to download a white paper • Click through an email to download a best practices guide • Read a blog post • View product pages • Download a solution brochure • View the “getting started” page • Attend a webinar • Watch a video © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  33. 33. What Do We Know? • Viewed an infographic • Registered to download a white paper • Clicked through an email and downloaded a best practices guide • Read a blog post • Viewed product pages • Downloaded a solution brochure • Viewed the “getting started”page • Attended a webinar • Watched a video © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  34. 34. Not all that illuminating, eh? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  35. 35. But what can a buyer’s journey look like with interactive content?
  36. 36. Early Stage A visitor clicks on a tweet and engages with an interactive infographic. We know every element he interacts with.
  37. 37. Early Stage Marketing places a cookie on the visitor for marketing automation & retargeting.
  38. 38. At This Point We Know… STATIC INTERACTIVE © i-on interactive, inc. All rights reserved • www.ioninteractive.com We know a visitor VS viewed the infographic. We don’t know if there was any specific infographic content that interested him. We know which stats the visitor interacted with.
  39. 39. Early Stage The visitor is retargeted with specific banner ads that pick up where his affinity for the infographic left off. He clicks!
  40. 40. Early Stage He lands and engages with an interactive white paper. We know every element he interacts with.
  41. 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE We know a visitor VS hit a landing page. He may or may not have converted. If he converted, we know he downloaded the white paper. We don’t know if he read it. We know which sections of the white paper content the visitor interacted with.
  42. 42. Early Stage He decides he wants the PDF version emailed to him.
  43. 43. Early Stage Now he converts from an anonymous visitor to Bill.
  44. 44. Early Stage Bill’s previous interactions are married to his contact information.
  45. 45. Early Stage + Bill is added to a nurture campaign.
  46. 46. Early Stage Bill gets an email offering an assessment.
  47. 47. Mid Stage Bill completes the assessment.
  48. 48. Mid Stage Marketing is capturing key behaviors and responses.
  49. 49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE We know he VS downloaded an assessment document. We don’t know if he read it or if it just sat on his desk collecting dust. We know how Bill answered each assessment question and his ultimate score. We know his pains!
  50. 50. Mid Stage Bill shares the insights and results with his boss.
  51. 51. Mid Stage Marketing’s next nurture email to Bill is triggered based on his previous responses.
  52. 52. Mid Stage Bill clicks through and uses a solution builder.
  53. 53. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE VS We know the solution Bill configured based on his specific situation. We know Bill downloaded a product brochure & hit a solution page on our website.
  54. 54. Mid Stage Bill shares the solution builder results with his colleagues.
  55. 55. Mid Stage Bill bubbles up to sales as an active lead. Sales sees Bill’s responses in the CRM and reaches out to begin a dialog, starting at his point of interest.
  56. 56. Mid Stage After their call, sales sends Bill an ROI calculator.
  57. 57. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE VS We know Bill’s specific ROI case. 1. We know Sales sent an email. 2. We know Sales captured call notes in the CRM.
  58. 58. Mid Stage Bill’s data is captured and surfaced to sales.
  59. 59. Late Stage Bill calls his sales rep. He’s got buying questions.
  60. 60. Late Stage Bill & sales discuss set up, using an implementation configurator together.
  61. 61. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We Know STATIC INTERACTIVE VS All the implementation details, timelines, stakeholders, roles input in the implementation planner. We know sales and the buyer talked about implementation details.
  62. 62. Late Stage Bill shares the results with colleagues.
  63. 63. Late Stage Bill is thinking and planning.
  64. 64. Late Stage Bill is talking with his boss about implementation details and program goals.
  65. 65. Late Stage Bill is talking to procurement and doing legwork.
  66. 66. Late Stage Bill had a great content experience. He had a relevant experience with sales. Bill gained team agreement. Bill is ready to buy!
  67. 67. The Tale of Two Journeys RICH INSIGHTS TO SURFACE TO SALES © i-on interactive, inc. All rights reserved • www.ioninteractive.com PASS/FAIL • View an infographic • Register to download a white paper • Click through an email to download a best practices guide • Read a blog post • View product pages • Download a solution brochure • View the “getting started” page • Attend a webinar • Watch a video • Interact with an interactive infographic • Interact with an interactive white paper • Complete a quiz • Register to download a white paper • Answer a 15-question self assessment • Configure a solution • Use an ROI calculator • Use an implementation calculator VS
  68. 68. It’s hard to surface buyer insights & meaningful digital body language without interactions.
  69. 69. What does interactive content mean for the organization? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  70. 70. Content that is not simply pass/fail © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  71. 71. Content that your audience wants to consume—that they will engage with and use © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  72. 72. Better engaged/educated prospects © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  73. 73. Sales can meet the buyer at the point of interest © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  74. 74. Better sales and marketing alignment © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  75. 75. More opportunities © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  76. 76. More customers © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  77. 77. Content – defined as all information components produced by marketing to communicate ideas and transfer knowledge to buyer and seller audiences – plays a critical role in driving demand. But when the type of content created does not align with buyers’ and sellers’ needs, it fails to support the types of conversations that are required to move the buying process forward. Sirius Decisions “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  78. 78. Conversion Path How to Use Interactive Content During Each Stage of the Buyer’s Journey © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  79. 79. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Early Stage Begin the dialog. Design for content engagement. Seek to educate. EBOOKS INTERACTIVE WHITE PAPERS INTERACTIVE LOOKBOOKS QUIZZES SURVEYS ASSESSMENTS INFOGRAPHICS
  80. 80. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Mid Funnel Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones. EBOOKS INTERACTIVE WHITE PAPERS SURVEYS ASSESSMENTS CONFIGURATORS CALCULATORS
  81. 81. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Late Stage ASSESSMENTS SOLUTION BUILDERS CONFIGURATORS CALCULATORS Create a ready buyer. Emphasis on buyer self education. Surface deep insights to sales.
  82. 82. The Bottom Line Is… © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your prospects and customers don’t want your content They want answers to their questions or new information They want you to be useful and helpful They want to learn They want something interesting
  83. 83. Interactive content delivers what your buyers want and the measurement insights you need. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  84. 84. 70 % VS % INTERACTIVE CONTENT 36 PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com of marketers say that it’s effective at engaging their audience.
  85. 85. Comparing interactive to passive content, interactive content is somewhat or very effective at... educating the buyer 93 % VS 70 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  86. 86. Comparing interactive to passive content, interactive content is somewhat or very effective at... differentiating from competitors 88 VS % 55 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  87. 87. Comparing interactive to passive content, interactive content is somewhat or very effective at... being shared 38 VS % 17 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  88. 88. Why Interactive Content Works So Well: ENGAGING USEFUL DIFFERENTIATED SCALABLE EFFECTIVE MEASURABLE © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  89. 89. ion can help! We help customers concept, create and launch interactive content experiences. © i-on interactive, inc. All rights reserved • www.ioninteractive.com www.ioninteractive.com @ioninteractive info@ioninteractive.com

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