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How to Write for Interactive Content

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Did you know when it comes to writing copy, interactive differs from traditional copy in several ways?

In this presentation, ion interactive’s Content Strategist, Stephanie Mansueto shares her process for creating strategic copy for an interactive experience. She guides you through how you can repurpose copy from an existing static piece and leverage it as assessment questions or minimize into teaser copy on an interactive infographic.

VIEW THE PRESENTATION TO LEARN:

- How interactive content and static content differ
- What interactive content provides marketers
- How to create assessment copy that users want to commit to
- How to use interactive and static content together
- And more!

Published in: Marketing
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How to Write for Interactive Content

  1. 1. How to Write for Interactive Content
  2. 2. What’s Inside: •How interactive content and static content differ •What interactive content provides marketers •How to create assessment copy that users want to commit to •How to use interactive content and static content together
  3. 3. What is Interactive Content? In its most simple form, interactive content is content that is created with the intention of capturing user attention and encouraging them to take action.
  4. 4. What is Static Content? Static content is any content that can be delivered to an end user without having to be generated, modified, or processed. In essence the same content is delivered to each user.
  5. 5. What are the Most Popular
 Interactive Content Types?
  6. 6. Assessments Calculators eBooks Interactive
 Infographics Interactive
 White Papers Lookbooks
 & Tours Resource
 Library Solution
 Finders Quizzes
  7. 7. What are the Most Popular
 Static Content Types?
  8. 8. Ebooks Infographics White Papers Blog Posts Case Studies Price Sheets
  9. 9. How does the copy differ?
  10. 10. 87% agree that interactive content grabs the attention of the reader more effectively than static content.* 87% * 2017 Content Marketing Institute’s Research Report
  11. 11. * 2017 Content Marketing Institute’s Research Report Popular Methods for Delivering Interactive Content •Email Marketing Campaigns •Lead Nurture •Social Media (paid and unpaid) •Paid Search Campaigns
  12. 12. Questions to Ask About the Audience * 2017 Content Marketing Institute’s Research Report • How educated is this audience on the topic? • Where are they in the buyer journey? • What device will they be visiting this experience from? • How much effort are they willing to put into this experience? • What problem is this audience looking to solve?
  13. 13. Got Static Content? You Can Reimagine it as Interactive
  14. 14. How To Reimagine
 Your Static Experience as Interactive • Look for key points, stats, or 
 call-outs • Find special design treatment • Take questions that are asked in the 
 copy and turn them into assessment or quiz questions
  15. 15. How to Write Assessment Questions
  16. 16. http://cmi.postclickmarketing.com/Assessment/Example
  17. 17. Show users where they currently stack up amongst their peers and provide them with a status to work toward. An asset to download after reading the results as way to continue educating them.http://cmi.postclickmarketing.com/Assessment/Example
  18. 18. http://cmi.postclickmarketing.com/Assessment/Example
  19. 19. http://cmi.postclickmarketing.com/Assessment/Example
  20. 20. What are you
 creating now? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s) Does your organization use content marketing?
  21. 21. What are you
 creating now? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s) Rank your content maturity.
  22. 22. What are you
 creating now? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s) How effective is your content marketing?
  23. 23. What are you
 creating now? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s) Does your organization have a content marketing strategy
  24. 24. What are you
 creating now? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s) Content marketing score based on other respondents and a CTA to get the full report.
  25. 25. What are you
 creating now? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s)
  26. 26. What are you
 creating now? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s)
  27. 27. Write for Every Device
  28. 28. Asking the Right Questions • Questions should be about the user’s pain points and business needs - not you. •Questions should only be asked if they are going to provide the user with a valuable outcome. •Choices should make sense and provide the user with a choice that is more tailored to their needs. •Write for the device that a user may be on
  29. 29. Create a Content Journey
  30. 30. Interactive Infographics & eBooks or White Papers
  31. 31. • Use animations to draw user attention to key stats. • Add quiz questions to increase engagement and learn more about users. • Reveal tiles break up heavy content and encourage users to hover to learn about the topics in the ebook. Interactive Infographics
  32. 32. • Scan the ebook and look for stats and key takeaways • Pull chapters that are most impactful and create a teaser asset to encourage users to download • Mention the importance of completing a form and the value that will be obtained by completing it Interactive White Papers & eBooks
  33. 33. • Scan the ebook and look for stats and key takeaways • Pull chapters that are most impactful and create a teaser asset to encourage users to download • Mention the importance of completing a form and the value that will be obtained by completing it Interactive White Papers & eBooks
  34. 34. Key Takeaways •When crafting questions, think of the user first - not the data you want to collect. •Write for the device that you user is on, less on copy on mobile to create a better user experience. •Scan your static content and pinpoint what areas have been designed to draw the user’s attention to that detail and then reimagine it as interactive. •Static content and interactive content should work together to create a content journey.
  35. 35. info@ioninteractive.com twitter: @ioninteractive Thank You

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