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Creating an Interactive
Content Strategy that
Works with Technology
Scott Brinker
CTO @ioninteractive
@chiefmartec.com
Graph by JEGI/Clarity
What exactly is interactive content?
“The medium is the message.”
– Marshall McLuhan
the
art
of
communications
what it
says
how and
where it
appears
Mechanisms
what it
says
how and
where it
appears
how it
behaves
what it
does
the
art
of
customer
experience
Passive
Content
Interactive
Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs
E-books
Reports
Webinars
Assessments
Calculators
Configurators
Quizzes
But why interactive content?
Source: 2016 B2B Content Marketing Trends—North America, CMI/MarketingProfs
B2B
Source: 2016 B2C Content Marketing Trends—North America, CMI/MarketingProfs
B2C
Engagement Axis
BusinessModelAxis
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE INTERACTIVE
Websites
Blogs
Social
Media
eBooks
WebinarsWhite
Papers
Engagement Axis
BusinessModelAxis
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE INTERACTIVE
Websites
Blogs
Social
Media
eBooks
WebinarsWhite
Papers
Native
Mobile Apps
INTERACTIVE
CONTENT
Interactive
White Papers
Interactive
eBooks
Configurators
Assessment Tools
Contests
Lookbooks
Galleries
Workbooks
Guided Tours
Games
Calculators
Quizzes
Sweepstakes
Digital body language
What is digital body language?
• Website visits
• Email opens/clicks
• Content downloads
• Social media touches
What does it
mean?!?
Noisy
and not
differentiated
digital dialogue > digital body language
• website visits
• email opens/clicks
• content downloads
• social media touches
• scenarios calculated
• configurations considered
• quiz/assessment results
• behavior inside content
Digital body language
Digital dialogue
Digital body language Digital dialogue
Interactive Content Strategy
What data do I want?
What service do buyers want?
Ask a Sales Engineer
(or customer service)
I caught the data! Now what?
insightintoindividualbuyers
CRM
MAP
Interactive
Content
Data
contact information, third-party data,
and sales rep interactions
buyer’s
digital
activity
buyer insights
from interactive
content
• website visits
• email opens/clicks
• content downloads
• social media touches
• scenarios calculated
• configurations considered
• quiz/assessment results
• behavior inside content
3 ways to pass data
downstream:
1.  Purpose-specific fields.
2.  A single “mash-up” field.
3.  A single URL field that links
back to your interactive
content tool.
Thank you!
Scott Brinker
CTO @ioninteractive
@chiefmartec.com

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