This document discusses how to make content interactive and the benefits of interactive content. It provides types of interactive content and considerations for what to build, resources needed, and how much time to invest. It also covers measuring interactive content and determining if content should be interactive. Interactive content is shown to be more effective than passive content at generating conversions, educating buyers, and differentiating from competitors.
2. What should you build?
What resources do you need?
How much time should you invest?
What should you measure?
Should your content even be interactive?
What’s inside
4. 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.
5. Start with what you have that
can be repurposed
interactive
WP or
eBook
interactive
infographic
lookbook quiz
solution
builder
assessment configurator calculator
Your whitepaper
becomes… X X
Your product
brochure… X X
Your pricing
sheets… X
Your infographic… X X
Your research… X X X X
Your product
specs… X
Your solution
briefs… X X X
6. Or consider the Buyers Journey
early mid late
ebook X X
interactive white paper X X
interactive infographic X
lookbook X
quiz X X
game X X
assessment X X
configurator/solution builder X X
calculator X X
7. Or consider your sources of traffic
interactive
whitepaper
or eBook
interactive
infographic
lookbook quiz
contests/
games
assessment
/scorecard
solution
builder /
configurator
calculator
trade show X X X X
social X X X X
paid search X X X X
organic X X X X X X X
display X X X X
3rd party email X X
house email X X X X X X
native
advertising X
8. Interactive Content Usage
Note: Multiple Responses permitted.
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%
10. Considerations
• Goals for the interactive content
• How you will measure success
• What you already have that can be
repurposed
• Where in the buyers journey you are
focused on
• How you will drive traffic to your
experience(s)
17. Consider how valuable a particular interactive content experience
is likely to be for your buyer and for your company…
Will your audience find it helpful or
useful?
unlikely
somewhat
likely
very likely
Will your audience find this entertaining
or educational?
unlikely
somewhat
likely
very likely
Will it be the type of experience your
audience will want to share?
unlikely
somewhat
likely
very likely
Will you have a clear call to action such
as lead conversion, purchase or contact
sales?
no call
to action
somewhat
likely
primary
emphasis on
call to action
Will it be used across a variety of
campaigns and/or types of traffic?
single
campaign/type
of traffic
across some
campaigns/
traffic
yes, many
campaigns/
traffic
Is it time-based (usefulness will expire),
or can be useful over an extended
period of time?
1-3 months 3-12 months 12+ months
18. Use this matrix to determine if you should proceed, based on the
intersection of effort expended to create/launch and potential value:
high value mid value low value
high effort
(think: 5+ days of effort)
yes! consider avoid
mid effort
(think: 2-5 days)
yes! yes! avoid
low effort
(think: <1 day)
yes! yes! yes!
25. Use behavioral tagging to gain insight
into your what content your visitors are
consuming
26. Increment a point each time your visitor
takes any action inside the interactive
content experience
1+
1+ 1+
1+
1+
Example: Interactive Table of Contents, 50 Ways to Engage
28. How are you doing with the measurement basics for your interactive
content?
You measure bounce rate for the interactive
content experience, by traffic source and/or
campaign.
no yes
You measure time spent for the interactive
content experience, by traffic source and/or
campaign.
no yes
You measure conversion rate for the interactive
content experience, by traffic source and/or
campaign.
no yes
You track and evaluate visitor behavior to
understand what’s working, and what’s not.
no yes
You use engagement scores for your interactive
content to understand content consumption.
no yes
You surface visitor behaviors, outcomes and
engagement scores to sales in a contextually
meaningful way.
no yes
29. 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%
34. Comparing interactive to passive content, interactive
content is somewhat or very effective at...
generating conversions
36%
INTERACTIVE CONTENT STATIC CONTENT
%
70%
VS
35. Comparing interactive to passive content, interactive
content is somewhat or very effective at...
educating the buyer
70%
INTERACTIVE CONTENT STATIC CONTENT
93%
VS
36. Comparing interactive to passive content, interactive
content is somewhat or very effective at...
differentiating from competitors
55%
INTERACTIVE CONTENT STATIC CONTENT
88%
VS
37. Comparing interactive to passive content, interactive
content is somewhat or very effective at...
being shared
17%
INTERACTIVE CONTENT STATIC CONTENT
38%
VS
38. A Popular Approach
More than half of marketers surveyed
are now using interactive content
53%
39. More On the Horizon
Anticipate increase in use of interactive
content in 2016 versus 2015
75%
40. Our audience engagement
has increased since my
organization started using
interactive content tactics
Engagement
66 AGREE%
66%
41. Interactive content provides
me with valuable ways to
repurpose my organization’s
passive content.
Content
Repurposing
67 AGREE%
67%
42. Non gated interactive content
can provide a “sample” of
the brand, resulting in a higher
degree of lead nurturing
Lead
Nurturing
75 AGREE%
75%
50. 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…
51. 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.
52. Quite simply, it’a not a question
of whether companies should use
interactive content but rather
how soon they should start.
“
”~ Content Marketing Institute
53. ion Capabilities
Create any type of responsive,
data-driven interactive content
experience
Reduce time to market using our
pre-built quick start,templates, or
start from a blank slate
Go live right inside the platform,
using your customized, branded
URLs
Conduct real-time A/B testing to
improve results
View real-time analytics on
performance and measurement
Surface individual buyer insights to
sales
Integrate with your CRM, marketing
automation and more