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Deliver Peak Experiences 

with Interactive Content
NEW Research from the Content Marketing Institute
Interactive Content
Marketing Research
EXCLUSIVE
from Content Marketing Institute
A Quick Look Back, Interactive 

Content Circa 2014

Interactive Content Today
• What it is
• Why it is used
• Where and h...
A Quick Look Back
Enhancing the Buyer’s Journey Benchmark
Report, June 2014, Demand Metric
Comparing interactive to passive content, interactive 

content is somewhat or very effective at...
generating conversions
...
Comparing interactive to passive content, interactive 

content is somewhat or very effective at...
educating the buyer
70%...
Comparing interactive to passive content, interactive 

content is somewhat or very effective at...
differentiating from com...
Comparing interactive to passive content, interactive 

content is somewhat or very effective at...
being shared
17%
INTERA...
Pretty compelling data! Now
let’s look at interactive content 

marketing today…
interactive content enables you

to deliver engaging, educational, 

differentiated content experiences.
“
”~ Content Mark...
A Popular Approach
More than half of marketers surveyed

are now using interactive content

53%
What is Interactive Content
Interactive Content:
Browser-based digital content
experiences designed for visitor
participation
Interactive content typi...
Types of Interactive

Content Used
Assessments …………………………………….54%
Calculators ...............................................
CMI ASSESSMENT
RESULTS
Symantec Calculator
Results
Dun & Bradstreet Quiz
Quiz Results
National Life 

Interactive Infographic
See More Examples
A Popular Approach
But…
53%
Reasons for Not Using Interactive Content
Lack of staff/bandwidth ………………………..………………….….……. 55%
Lack of budget ………………………………...
More On The Horizon
Anticipate increase in use of interactive

content in 2016 versus 2015
75%
Effectiveness
Our audience engagement
has increased since my
organization started using
interactive content tactics
Engagement
66 AGREE%...
50XEngagement
An engaging quiz
drives 50 times more
participation
4XConversions
Purchasing power drove
4 times the number 

of e-commerce
conversions.
Interactive content provides 

me with valuable ways to

repurpose my organization’s 

passive content.
Content
Repurposin...
Assessment Infographic
Same Content, 

2 Experiences
Non gated interactive content

can provide a “sample” of

the brand, resulting in a higher
degree of lead nurturing
Lead

...
Email sent to Leads
Online Assessment
Combining traditional content
marketing tactics with interactive
content enhances retention of my
organization’s message
E...
7.5-10 

Increase in 

Leads through
education
%
Interactive White Paper
Interactive content can have
reusable value, resulting in repeat
visitors and multiple exposures
Web Traffic
79 AGREE%
79%
36Increase in 

Conversions
21Increase in 

Site Visits
%
%
Interactive content grabs the
attention of the reader more
effectively than static content
Attention/
Differentiation
81 AGR...
How differentiated can an article be?
When they all say the same thing?
Literally.
(we are all guilty of producing this type of content)
3 content marketing quizzes can be
radically differentiated.
Seasonal Quiz
Results
Seasonal Quiz
Results
Why use interactive 

content?
Reasons Interactive Content Used 

in Content Marketing
Educating the audience ……………………….………… 75%
Engagement …………………………………...
Where to use interactive 

content?
Places Where Interactive Content is 

Used as a Marketing Tactic
Landing pages ……………………………………………. 64%
Social media platfor...
Top 3 Places Interactive

Content is Used
1 2 3
LANDING PAGES SOCIAL MEDIA

PLATFORMS
MICROSITES
Interactive Content 

Across the Buyers Journey
How interactive

gets made
Only 2 ways:
coding or specialized software
Motivating Factors that Might Encourage
Nonusers to Interactive Content
Tools to simplify the process ……….….…….………….. 52%
...
Measuring Success
Measuring Interactive Content
Website traffic ……………………………………………………………… 49%
Higher conversion rates…………………………………………..….…… 47...
Reuse existing content

Experiment with interactive content

Match content to the buyer’s journey

Support and enhance you...
the difference between watching

people stroll through a store, and
having a conversation with them.
“
”
Interactive conten...
I prefer more interactive/visual

content that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Su...
Quite simply, it’a not a question

of whether companies should use

interactive content but rather

how soon they should s...
You’re Invited
Come see our new easy quick
starts. Launch interactive 

content experiences in under

an hour with no trai...
Thank You
info@ioninteractive.com
twitter: @ioninteractive
atalerico@ioninteractive.com
twitter: @annatalerico
Deliver Peak Experiences with Interactive Content
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Deliver Peak Experiences with Interactive Content

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ion co-founder Anna Talerico takes you through the latest CMI research.
"The expansion of the typical website monologue into a true two-way dialogue can give you deeper insight into what consumers are trying to achieve and how you can help them. It’s the difference between watching customers as they stroll through a store and having a conversation with them."

Learn why 75% of content marketers are increasing their use of interactive content this year.

- 81% say that interactive content is more effective at getting attention
- Education is the #1 reason for using interactive content
- Assessments are the most-used type of interactive content

“In short, interactivity is the heart and the future of the web (or whatever supersedes the web). Deploying interactive content today doesn’t just make good sense as a content marketing strategy—it’s also vital preparation for tomorrow.”

Get access to the webinar recording, the presentation and exclusive access to the entire CMI research white paper.

Published in: Marketing
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Deliver Peak Experiences with Interactive Content

  1. 1. Deliver Peak Experiences 
 with Interactive Content NEW Research from the Content Marketing Institute
  2. 2. Interactive Content Marketing Research EXCLUSIVE from Content Marketing Institute
  3. 3. A Quick Look Back, Interactive 
 Content Circa 2014
 Interactive Content Today • What it is • Why it is used • Where and how it is used • Challenges • Effectiveness Inside
  4. 4. A Quick Look Back Enhancing the Buyer’s Journey Benchmark Report, June 2014, Demand Metric
  5. 5. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... generating conversions 36% INTERACTIVE CONTENT STATIC CONTENT % 70% VS
  6. 6. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... educating the buyer 70% INTERACTIVE CONTENT STATIC CONTENT 93% VS
  7. 7. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... differentiating from competitors 55% INTERACTIVE CONTENT STATIC CONTENT 88% VS
  8. 8. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... being shared 17% INTERACTIVE CONTENT STATIC CONTENT 38% VS
  9. 9. Pretty compelling data! Now let’s look at interactive content 
 marketing today…
  10. 10. interactive content enables you
 to deliver engaging, educational, 
 differentiated content experiences. “ ”~ Content Marketing Institute
  11. 11. A Popular Approach More than half of marketers surveyed
 are now using interactive content
 53%
  12. 12. What is Interactive Content
  13. 13. Interactive Content: Browser-based digital content experiences designed for visitor participation Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted by the interaction of the visitor.
  14. 14. 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% Note: Multiple Responses permitted.
  15. 15. CMI ASSESSMENT RESULTS
  16. 16. Symantec Calculator Results
  17. 17. Dun & Bradstreet Quiz Quiz Results
  18. 18. National Life 
 Interactive Infographic
  19. 19. See More Examples
  20. 20. A Popular Approach But… 53%
  21. 21. Reasons for Not Using Interactive Content Lack of staff/bandwidth ………………………..………………….….……. 55% Lack of budget ………………………………………………………….…… 38% Lack of technical expertise ……………………………..…….……..……. 31% We are still researching it ……………………………………..…..………. 31% Not sure where to start …………………..………………………..….….… 30% Too time-consuming to produce…………………………………..………. 24% We haven't researched it yet ……………………………………..…..……. 21% Lack of buy-in at the executive level of our organization ………….…..16% Not convinced of the value ………………………………………….….…… 9% Little to no usage in my industry that merits the investment………….. 7% Too expensive………………………………………..……………………….… 6% We tried interactive content in the past,but did not have success ….…1% Don’t believe it is effective ………………………………………………..….. 0% Other reasons ………………………….…………………………….……….…. 4% Note: Multiple Responses permitted.
  22. 22. More On The Horizon Anticipate increase in use of interactive
 content in 2016 versus 2015 75%
  23. 23. Effectiveness
  24. 24. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66 AGREE% 66%
  25. 25. 50XEngagement An engaging quiz drives 50 times more participation
  26. 26. 4XConversions Purchasing power drove 4 times the number 
 of e-commerce conversions.
  27. 27. Interactive content provides 
 me with valuable ways to
 repurpose my organization’s 
 passive content. Content Repurposing 67 AGREE% 67%
  28. 28. Assessment Infographic Same Content, 
 2 Experiences
  29. 29. Non gated interactive content
 can provide a “sample” of
 the brand, resulting in a higher degree of lead nurturing Lead
 Nurturing 75 AGREE% 75%
  30. 30. Email sent to Leads Online Assessment
  31. 31. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79 AGREE% 79%
  32. 32. 7.5-10 
 Increase in 
 Leads through education % Interactive White Paper
  33. 33. Interactive content can have reusable value, resulting in repeat visitors and multiple exposures Web Traffic 79 AGREE% 79%
  34. 34. 36Increase in 
 Conversions 21Increase in 
 Site Visits % %
  35. 35. Interactive content grabs the attention of the reader more effectively than static content Attention/ Differentiation 81 AGREE% 81%
  36. 36. How differentiated can an article be?
  37. 37. When they all say the same thing?
  38. 38. Literally. (we are all guilty of producing this type of content)
  39. 39. 3 content marketing quizzes can be radically differentiated.
  40. 40. Seasonal Quiz Results
  41. 41. Seasonal Quiz Results
  42. 42. Why use interactive 
 content?
  43. 43. 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% Note: Multiple Responses permitted.
  44. 44. Where to use interactive 
 content?
  45. 45. Places Where Interactive Content is 
 Used as a Marketing Tactic Landing pages ……………………………………………. 64% Social media platforms ………………………….………. 51% Microsites …………………………………..……………… 46% Blogs …………………………………………….……..…… 45% eNewsletters ………………………………..……………… 38% Corporate home page …………………………………….. 34% Paid content promotion services …………….………….18% Other places …………………………………………….…… 6% Note: Multiple Responses permitted.
  46. 46. Top 3 Places Interactive
 Content is Used 1 2 3 LANDING PAGES SOCIAL MEDIA
 PLATFORMS MICROSITES
  47. 47. Interactive Content 
 Across the Buyers Journey
  48. 48. How interactive
 gets made
  49. 49. Only 2 ways: coding or specialized software
  50. 50. Motivating Factors that Might Encourage Nonusers to Interactive Content Tools to simplify the process ……….….…….………….. 52% Education on how to use …………………………….…… 45% Best practices ……………………………….……………… 42% Ease of use …………………………………………….…….. 42% Proven case study examples …………….……………….. 41% More budget to experiment with …………………………. 40% Tools to reduce the cost ……………….………..………… 39% Tools to shorten the timelines …………………….……… 39% Buy-in at the executive level ………….……………..……. 24% Nothing …………………………………………….…………… 2% Other ……………………………………………………….…… 5%Note: Multiple Responses permitted.
  51. 51. Measuring Success
  52. 52. Measuring Interactive Content Website traffic ……………………………………………………………… 49% Higher conversion rates…………………………………………..….…… 47% Social media sharing……………………………………………..…..…… 43% Time spent on website………………………………………..……..……. 41% Sales lead quality (e.g., sales accepted leads) …………………….… 40% Data capture…………………………………………………………………. 37% Sales lead quantity………………………………………………….….….. 30% Qualitative feedback from customers …………………………….……. 25% Inbound links ……………………………………………………..………… 24% SEO ranking…………………………………………………………………. 23% Sales ……………………………………………………………….……..….. 23% Subscriber growth ……………………………………………..………….. 23% Brand lift …………………………………………………………………….. 21% Purchase intent …………………………………………………………….. 16% Brand differentiation ……………………………………………..…………15% Customer renewal rates………………………………….…………………15% Cost savings …………………………………………………….…………… 6% Other methods ………………………………………………….…………….1% Do not measure ………………………………………..…………..………… 7%
  53. 53. Reuse existing content
 Experiment with interactive content
 Match content to the buyer’s journey
 Support and enhance your story
 Raise your hand if you need assistance How to Get it Done
  54. 54. the difference between watching
 people stroll through a store, and having a conversation with them. “ ” Interactive content is …
  55. 55. I prefer more interactive/visual
 content that I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey 91% Interactive content is what buyers want…
  56. 56. Quite simply, it’a not a question
 of whether companies should use
 interactive content but rather
 how soon they should start. “ ”~ Content Marketing Institute
  57. 57. You’re Invited Come see our new easy quick starts. Launch interactive 
 content experiences in under
 an hour with no training. info@ioninteractive.com
  58. 58. Thank You info@ioninteractive.com twitter: @ioninteractive atalerico@ioninteractive.com twitter: @annatalerico

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