Hot Trends in Interactive Content Marketing
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ion co-founder Anna Talerico takes us for an inspiring and informative dive into engaging interactive content examples. Anna uses real-world examples from brands like Symantec, Athena Health, Dun & Bradstreet, BASF, Nielsen, Cradlepoint and more. See the modern marketing trends that are driving engagement and lead quality today: - Unique ways to gate and drive more leads - Why micro-interactions are a must - Assessments to increase lead quality - Interactive video for edutainment - Sales enablement as the next marketing frontier - Surfacing interactions to sales
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Hot Trends in Interactive Content Marketing
- 1. Interactive A Look at the Brands Leading the Way Content Marketing Hot Trends in
- 3. Welcome! Anna Talerico co-founder, ion interactive Jay Ojea Product Specialist
- 4. Hot trends in Micro-interactions become a must Getting serious about lead gen The rise of the assessment Interactive content for account- based selling Sharing better information with sales Interactive video intrigue interactive content:
- 6. 76 % 76% of content marketers cite content engagement as a top goal. Microinteractions
- 7. 60 % 60% say their content doesn’t garner enough engagement. Microinteractions
- 8. Microinteractions Content engagement is the most important thing on a content marketer’s mind.
- 9. Static Content Most content is static and Pass/Fail.
- 10. Microinteractions Content engagement as the biggest thing on a marketer’s mind.
- 11. Microinteractions Interactivity enhances readability, highlight key concepts or to illustrate a key point.
- 13. Visual Choices If an ice cream truck suddenly shows up, what would your first choice be? Vanilla Soft-Serve Strawberry Chocolate- covered ice cream pop
- 14. Hover Layers & Reveal
- 15. Sticky Nav
- 16. 50 % Interactive elements like this can boost engagement more than 50%. Microinteractions
- 17. In 2015, we saw an increase in Swiping and clicking, Control over seen/unseen content, Personalization (e.g., location tools), Microinteractions, Scroll-based navigation, Video and animation, Transitions and loop functions. This shift places more emphasis on microinteractions, the minutiae of interactivity: a ding sound when you send an email, or an animation to draw attention to a new notification. Interaction design will only get more intricate as technology allows, making this a trend that’s sure to stick around for a while.”~ The Next Web “
- 18. Microinteractions • Think: hover, reveal, animation, scroll-based navigation, etc. • Use it to enhance the experience of the content and give the visitor control • Avoid superfluous use best practices: Scroll Reveal
- 19. Microinteractions • Think: hover, reveal, animation, scroll-based navigation, etc. • Use it to enhance the experience of the content and give the visitor control • Avoid superfluous use best practices:
- 20. Microinteractions • Chapter ratings • Hover-state facts or data • Content chunked into tabs or accordions • Animations in key areas for focus & attention to try: 75% of sales want data on barriers to buying But only 14% are currently getting the data Hover factoid
- 21. TREND 2 Getting Serious About Lead Gen
- 22. Lead Gen Gates For most marketers, content needs to result in leads and sales qualified leads.
- 23. Lead Gen Gates: 1. Gating the content itself (the only one on the decline) 2. Gating all, or a portion of, the results & outcomes 3. Gating based on consumption 4. Optional conversion (the anti-gate)
- 24. Lead Gen Gates Gating the content—the old school, standard approach.
- 25. Lead Gen Gates Some results page that shows some results, but also has a call to action to get the complete results.
- 26. Lead Gen Gates D&B allows some chapters to be accessible by visitors while others utilize a gate to access content.
- 27. Lead Gen Gates Gating the results.
- 28. Lead Gen Gates The anti-gate — an optional call to action to complete a form. Content Marketing Innovators Get your FREE PDF of the eBook now! GET THE PDF First name Last name Email Phone
- 29. TREND 3 The Rise of the Assessment (a.k.a hello lead quality insights!)
- 30. Assessments: • Collect valuable data on needs, pains, challenges, maturity and much more • Provide value to respondents in the form of • Surface data to sales • Use data to feed marketing automation, segmentation, personalization
- 31. Assessments Visitors receive a set of recommendations, or best practices that apply specifically to them based on how they responded.
- 32. • 10 questions or less for highest completion • Mixed inputs • Icons (five9) • Buttons (attivio) • Visual with hover state (CMI) • Show number of steps (aberdeen) • Results pages • Graphical infographic-style (CMI) • How others responded (five9) • Partial results, gate to get complete (five9) • Gate all results (aberdeen) best practices: Assessment
- 33. 10 Questions or Less
- 34. Mixed Input
- 35. Mixed Input
- 36. Number of Steps
- 37. Result Pages
- 38. Result Pages
- 39. Result Pages
- 40. TREND 4 Interactive Content for Account-based Marketing (aka supporting sales with interactive content)
- 44. TREND 5 Sharing Better Information with Sales
- 52. configurations saved self assessments completed report cards graded quizzes taken content consumed solutions built prices calculated
- 54. 70 % 70% of respondents indicate that interactive video engaged well or very well. Interactive Video
- 55. 29 % Only 29% of respondents say interactive video converts 'well' or 'very well’. Interactive Video
- 56. Interactive Video Segmentation An experience that branches the viewer to a relevant portion of the video.
- 57. Interactive Video Shopping cart An experience that branches the viewer to a relevant portion of the video.
- 58. That’s a wrap: Micro-interactions become a must Getting serious about lead gen The rise of the assessment Interactive content for account- based selling Sharing better information with sales Interactive video intrigue