Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
INTERACTIVE
INFOGRAPHIC
INTERACTIVE
WHITE PAPER
Prioritizing & Managing
Interactive Content
What’s Inside…
‣ Deciding what type of interactive
content you need & determining
how much effort you should spend
on it!
...
Types of Interactive Content
EBOOKS
INTERACTIVE

WHITE PAPERS
SURVEYS ASSESSMENTSQUIZZESLOOKBOOKS
INTERACTIVE

INFOGRAPHIC...
Deciding What Interactive
Content To Launch

• Goals
• Audience & Buyers Journey/

Funnel
• Distribution/Promotion
• Effor...
Common Goals 

Engagement
Consumption
Education
Social Sharing
Lead Gen
Lead Nurture / 

Funnel Acceleration
Purchasing
Up...
“I want a
calculator.” “Great! Tell me more.
Why do you want a
calculator? What are
your goals for the
calculator?”
“To ge...
“Why is calculating
important?”
“When they see how great
our prices are, and our
volume discounts, they
will buy on the sp...
“Ah, so the goal of
your calculator is to
drive sales—perfect!”
Focus on the business goal for interactive content.
Begin ...
Know your goals before choosing the type of
interactive content you need 

Engagement
Consumption
Education
Social Sharing...
Interactive Content Examples to Fit Your Goals 

Engagement
• Quizzes
• Interactive Infographic
• Calculators



Lead Gen
...
Another thing to define before you choose a type of interactive
content: what part of the buyer’s journey are you targetin...
Early Stage 

• Awareness
• Education
CONTESTS &

GAMES
INTERACTIVE

INFOGRAPHIC
ASSESSMENTSQUIZZES LOOKBOOKS
Types of int...
Mid Stage 

• Education
• Acceleration
ASSESSMENTSINTERACTIVE

WHITE PAPERS
SOLUTION

FINDER
QUIZZES EBOOKS
Types of inter...
Late Stage 

• Acceleration
• Decision Making
CALCULATORS
SOLUTION

BUILDER
CONFIGURATORS
Types of interactive content to ...
Another thing to define before you choose a type of interactive content:
how do you plan on promoting and distributing you...
Distribution / Promotion by “Weight” of Content
Lighter content is for early-stage buyers, and is for easy, simple engagem...
• Trade Show
• Social
• Paid Search
CONTESTS &

GAMES
INTERACTIVE

INFOGRAPHIC
ASSESSMENTSQUIZZES LOOKBOOKS
• Organic
• Di...
ASSESSMENTSINTERACTIVE

WHITE PAPERS
SOLUTION

FINDER
QUIZZES EBOOKS
Medium (Mid) 

• Native Ad
• 3rd Party Email
• House ...
ASSESSMENTSINTERACTIVE

WHITE PAPERS
SOLUTION

FINDER
QUIZZES EBOOKS
Heavy (Mid - Late)
• Native Ad
• 3rd Party Email
• Ho...
Is the effort you’ll put into the interactive content worth it?
The value of interactive content is
based on your goals, y...
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALUE
EXAMPLE:

A sophisticated product configurator for a low priced,
low value pr...
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALUE
EXAMPLE:

A sophisticated product configurator for a low priced,
low value pr...
EXAMPLE:

A quiz that provides educational
or thought leadership content for 

a large audience/campaign.
HIGH
MEDIUM
LOW
...
EXAMPLE:

A quiz that provides educational
or thought leadership content for 

a large audience/campaign.
HIGH
MEDIUM
LOW
...
EXAMPLE:

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

High Effort

VALUE &
EFFORT
EXAMPLE:

A complex configurator for...
How much time should you invest in interactive
content, based on value to the organization?
• High value: 1-7 days
• Mediu...
Resource Considerations 

• How fast does it need to get 

to market?
• What resources are available?
• Opportunity cost o...
The Process & Roles of Creating Interactive Content
Review & 

Measurement

Brainstorm

& Planning
Interactive

Wireframe
...
Review & 

Measurement

Brainstorm

& Planning
Interactive

Wireframe
Design

& Build
Content 

Creation

or Editing
QA La...
Review & 

Measurement

Brainstorm

& Planning
Interactive

Wireframe
Design

& Build
Content 

Creation

or Editing
QA La...
Review & 

Measurement

Brainstorm

& Planning
Interactive

Wireframe
Design

& Build
Content 

Creation

or Editing
QA La...
Review & 

Measurement

Brainstorm

& Planning
Interactive

Wireframe
Design

& Build
Content 

Creation

or Editing
QA La...
Review & 

Measurement

Brainstorm

& Planning
Interactive

Wireframe
Design

& Build
Content 

Creation

or Editing
QA La...
Review & 

Measurement

Brainstorm

& Planning
Interactive

Wireframe
Design

& Build
Content 

Creation

or Editing
QA La...
Roles with Interactive Content Software:
No web developer or designer needed
Review & 

Measurement

Brainstorm

& Plannin...
What to Consider When Deciding on
Interactive Content‣Goals
‣Effort & value
‣Opportunity cost of launching/not
launching
‣...
We can help! 

Learn more about how we can help you
rapidly deploy interactive content
experiences without development.


...
Upcoming SlideShare
Loading in …5
×

Balancing Your Interactive Content Priorities

2,749 views

Published on

ion's monthly webinar for March 2015: Learn how to prioritize and manage your interactive content

The decision to create interactive content for your audience is one thing, but balancing and prioritizing is another. In “Balancing Your Interactive Content Priorities," get the rundown on how much energy you should expect to commit to interactive content. Get tips on:

- Deciding what interactive content you need
- How to set priorities
- How to allocate time, resources and budget
- How long to plan from concept to launch

Lastly, see the effort and value of creating interactive content without versus with an interactive content software—like ion.

Published in: Marketing
  • Be the first to comment

Balancing Your Interactive Content Priorities

  1. 1. INTERACTIVE INFOGRAPHIC INTERACTIVE WHITE PAPER Prioritizing & Managing Interactive Content
  2. 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. 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. 4. Deciding What Interactive Content To Launch
 • Goals • Audience & Buyers Journey/
 Funnel • Distribution/Promotion • Effort & Value
 • Resources/Budget
 • Existing Content Take into consideration:
  5. 5. Common Goals 
 Engagement Consumption Education Social Sharing Lead Gen Lead Nurture / 
 Funnel Acceleration Purchasing Upsell / Cross Sell Retention
  6. 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. 7. “Why is calculating important?” “When they see how great our prices are, and our volume discounts, they will buy on the spot!”
  8. 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. 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. 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. 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. 12. Early Stage 
 • Awareness • Education CONTESTS &
 GAMES INTERACTIVE
 INFOGRAPHIC ASSESSMENTSQUIZZES LOOKBOOKS Types of interactive content to fit the early stage:
  13. 13. Mid Stage 
 • Education • Acceleration ASSESSMENTSINTERACTIVE
 WHITE PAPERS SOLUTION
 FINDER QUIZZES EBOOKS Types of interactive content to fit the mid stage:
  14. 14. Late Stage 
 • Acceleration • Decision Making CALCULATORS SOLUTION
 BUILDER CONFIGURATORS Types of interactive content to fit the late stage:
  15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

×