Balancing Your Interactive Content Priorities

1. INTERACTIVE INFOGRAPHIC INTERACTIVE WHITE PAPER Prioritizing & Managing Interactive Content

2. What’s Inside… ‣ Deciding what type of interactive content you need & determining how much effort you should spend on it! ‣ Goals ‣ Audience ‣ Distribution/Promotion ‣ Effort versus value ‣ Resource considerations ‣ Roles ‣ Process

3. Types of Interactive Content EBOOKS INTERACTIVE  WHITE PAPERS SURVEYS ASSESSMENTSQUIZZESLOOKBOOKS INTERACTIVE  INFOGRAPHICS SOLUTION   BUILDERS CONFIGURATORSCALCULATORS CONTESTS   & GAMES SOLUTION   FINDER Interactive content offers a feedback loop, engaging the visitor with participation, with the outcome and path determined by the user.

4. Deciding What Interactive Content To Launch  • Goals • Audience & Buyers Journey/  Funnel • Distribution/Promotion • Effort & Value  • Resources/Budget  • Existing Content Take into consideration:

5. Common Goals   Engagement Consumption Education Social Sharing Lead Gen Lead Nurture /   Funnel Acceleration Purchasing Upsell / Cross Sell Retention

6. “I want a calculator.” “Great! Tell me more. Why do you want a calculator? What are your goals for the calculator?” “To get people to calculate.” “OK, great. Why? What is calculating important?” “So they can see the price, dummy!”

7. “Why is calculating important?” “When they see how great our prices are, and our volume discounts, they will buy on the spot!”

8. “Ah, so the goal of your calculator is to drive sales—perfect!” Focus on the business goal for interactive content. Begin with the end in mind.

9. Know your goals before choosing the type of interactive content you need   Engagement Consumption Education Social Sharing Lead Gen Lead Nurture /   Funnel Acceleration Purchasing Upsell / Cross Sell Retention

10. Interactive Content Examples to Fit Your Goals   Engagement • Quizzes • Interactive Infographic • Calculators    Lead Gen • Assessment • Microsites • Interactive White Paper • Configurators Education &   Consumption • Interactive White Paper • Assessments • Microsites  Sharing • Quizzes • Games • Lookbooks  Lead Nurture   / Acceleration • Configurators • Calculators Purchase • Configurators • Calculators

11. Another thing to define before you choose a type of interactive content: what part of the buyer’s journey are you targeting?   EARLY  Focus on: Awareness  Education MID  Focus on: Education  Acceleration LATE  Focus on: Acceleration Decision Making

12. Early Stage   • Awareness • Education CONTESTS &  GAMES INTERACTIVE  INFOGRAPHIC ASSESSMENTSQUIZZES LOOKBOOKS Types of interactive content to fit the early stage:

13. Mid Stage   • Education • Acceleration ASSESSMENTSINTERACTIVE  WHITE PAPERS SOLUTION  FINDER QUIZZES EBOOKS Types of interactive content to fit the mid stage:

14. Late Stage   • Acceleration • Decision Making CALCULATORS SOLUTION  BUILDER CONFIGURATORS Types of interactive content to fit the late stage:

15. Another thing to define before you choose a type of interactive content: how do you plan on promoting and distributing your interactive content? Social Paid Social Third Party Email “House” Email/Nurture Paid Search Organic Search Display Native Advertising Trade Show & Events

16. Distribution / Promotion by “Weight” of Content Lighter content is for early-stage buyers, and is for easy, simple engagement (it doesn’t require a lot of your visitor). Heavier content is for later-stage buyers and can be require more time and attention commitment.   Light Content (Early Stage)  Trade Show  Social  Paid Search  Organic  Display Medium Content (Mid Stage)  Native Ad   Third Party Email House Email Paid Search  Organic  Display  Heavy Content (Mid to Late Stage)  House Email Paid Search Organic Native

17. • Trade Show • Social • Paid Search CONTESTS &  GAMES INTERACTIVE  INFOGRAPHIC ASSESSMENTSQUIZZES LOOKBOOKS • Organic • Display Light (Early)   Types of light interactive content for the early stage:

18. ASSESSMENTSINTERACTIVE  WHITE PAPERS SOLUTION  FINDER QUIZZES EBOOKS Medium (Mid)   • Native Ad • 3rd Party Email • House Email • Paid Search • Organic • Display Types of medium interactive content for the mid stage:

19. ASSESSMENTSINTERACTIVE  WHITE PAPERS SOLUTION  FINDER QUIZZES EBOOKS Heavy (Mid - Late) • Native Ad • 3rd Party Email • House Email • Paid Search • Organic • Display Types of heavy interactive content for the mid to late stage:

20. Is the effort you’ll put into the interactive content worth it? The value of interactive content is based on your goals, your promotional plans and the effort involved. Use a little back of the napkin chart to check your gut.

21. HIGH MEDIUM LOW LOW MEDIUM HIGH EFFORT VALUE EXAMPLE:  A sophisticated product configurator for a low priced, low value product, for a small campaign or target audience. High Effort, Low Value EFFORT

22. HIGH MEDIUM LOW LOW MEDIUM HIGH EFFORT VALUE EXAMPLE:  A sophisticated product configurator for a low priced, low value product, for a small campaign or target audience. High Effort, Low Value EFFORT

23. EXAMPLE:  A quiz that provides educational or thought leadership content for   a large audience/campaign. HIGH MEDIUM LOW LOW MEDIUM HIGH EFFORT VALUE High Value,  Low Effort  VALUE

24. EXAMPLE:  A quiz that provides educational or thought leadership content for   a large audience/campaign. HIGH MEDIUM LOW LOW MEDIUM HIGH EFFORT VALUE High Value,  Low Effort  VALUE

25. EXAMPLE:  A complex configurator for a high- price point product, regardless of audience size. HIGH MEDIUM LOW LOW MEDIUM HIGH EFFORT VALUE High Value,  High Effort  VALUE & EFFORT

26. HIGH MEDIUM LOW LOW MEDIUM HIGH EFFORT VALUE High Value,  High Effort  VALUE & EFFORT EXAMPLE:  A complex configurator for a high- price point product, regardless of audience size.

27. How much time should you invest in interactive content, based on value to the organization? • High value: 1-7 days • Medium value: 2-4 days • Low value: <1 day Guidelines for the average time per interactive content experience (assuming you are using interactive content software—like ion):

28. Resource Considerations   • How fast does it need to get   to market? • What resources are available? • Opportunity cost of using/not   using resources • Opportunity cost of launching/  not launching • Complexity of build & launch • What content is already available • Low hanging fruit

29. The Process & Roles of Creating Interactive Content Review &   Measurement  Brainstorm  & Planning Interactive  Wireframe Design  & Build Content   Creation  or Editing QA Launch PromoteConcept  Brief Project   Manager Content  Marketer Copywriter Web   Developer Designer Web   Analyst

30. Review &   Measurement  Brainstorm  & Planning Interactive  Wireframe Design  & Build Content   Creation  or Editing QA Launch PromoteConcept  Brief Project   Manager Content Marketer Copywriter Web Developer Designer Web Analyst Process & Roles

31. Review &   Measurement  Brainstorm  & Planning Interactive  Wireframe Design  & Build Content   Creation  or Editing QA Launch PromoteConcept  Brief Project Manager Content  Marketer Copywriter Web Developer Designer Web Analyst Process & Roles

32. Review &   Measurement  Brainstorm  & Planning Interactive  Wireframe Design  & Build Content   Creation  or Editing QA Launch PromoteConcept  Brief Project Manager Content Marketer Copywriter Web Developer Designer Web Analyst Process & Roles

33. Review &   Measurement  Brainstorm  & Planning Interactive  Wireframe Design  & Build Content   Creation  or Editing QA Launch PromoteConcept  Brief Project Manager Content Marketer Copywriter Web   Developer Designer Web Analyst Process & Roles

34. Review &   Measurement  Brainstorm  & Planning Interactive  Wireframe Design  & Build Content   Creation  or Editing QA Launch PromoteConcept  Brief Project Manager Content Marketer Copywriter Web Developer Designer Web Analyst Process & Roles

35. Review &   Measurement  Brainstorm  & Planning Interactive  Wireframe Design  & Build Content   Creation  or Editing QA Launch PromoteConcept  Brief Project Manager Content Marketer Copywriter Web Developer Designer Web   Analyst Process & Roles

36. Roles with Interactive Content Software: No web developer or designer needed Review &   Measurement  Brainstorm  & Planning Interactive  Wireframe Design  & Build Content   Creation  or Editing QA Launch PromoteConcept  Brief Project   Manager Content  Marketer Copywriter Web Developer Designer Web   Analyst

37. What to Consider When Deciding on Interactive Content‣Goals ‣Effort & value ‣Opportunity cost of launching/not launching ‣What content is already available ‣What resources are available ‣Opportunity cost of using/not using resources ‣Complexity of build & launch ‣Low hanging fruit

38. We can help!   Learn more about how we can help you rapidly deploy interactive content experiences without development.   Sales: (561) 235.7474 Main: (888) ion.idea (466.4332) info@ioninteractive.com www.ioninteractive.com @ioninteractive

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