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Producing engaging content 
Differentiate. Engage. Scale. Measure. 
© i-on interactive, inc. All rights reserved • www.ion...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
What’s Inside 
• Content marketing challenges 
• Sc...
Marketers are facing some 
content challenges. 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i...
B2B Content 
Marketing Challenges 
Producing engaging content 54% 
Measuring content effectiveness 49% 
Producing a variet...
B2C Content 
Marketing Challenges 
Measuring content effectiveness 51% 
Producing engaging content 50% 
Producing a variet...
A recent Demand Metric report showed: 
Many marketers 
are observing 
growing signs of 
content fatigue. 
Demand Metric, E...
% 37 
B2C 38 % 
B2B Marketers Marketers 
say their content marketing 
is effective 
2015 B2C content marketing trends, Con...
58 A whopping 
% 
say their content doesn’t create enough 
opportunity for engagement 
Demand Metric, Enhancing the Buyer’...
The Year Of Content Overload 
Our audience is literally 
drowning in content. 
© i-on interactive, inc. All rights reserve...
Sirius Decisions says one of the most critical 
mistakes a company can make is having… 
“Too much content.” Sirius Decisio...
70 % 
of all marketing content 
goes unused 
Sirius Decisions © i-on interactive, inc. All rights reserved • www.ionintera...
This stark statistic 
underscores the urgent need 
for a content revolution… 
© i-on interactive, inc. All rights reserved...
Houston... 
we have a problem 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content Marketing Challenges… 
Spending is up 
Effort is up 
Low scores for effectiveness 
Not engaging 
Drowning in conte...
The trick is to figure out how 
you can scale your content 
across the buyer’s journey & 
transform static content into 
i...
Take your average white paper, for example. 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on...
Great for lead gen. Great for buyer education. You hope. 
© i-on interactive, inc. All rights reserved • www.ioninteractiv...
But that doesn’t have to be the end of it… 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on ...
interactive infographic 
interactive white paper 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
©...
Interactive content experiences are: 
Great for audience engagement. 
Great for buyer education. 
Great for lead gen & dem...
Types of existing content you can scale… 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on in...
This content scales into…. 
ASSESSMENTS 
CONFIGURATORS 
CALCULATORS 
INTERACTIVE 
WHITE PAPERS 
LOOKBOOKS 
QUIZZES 
GAMES ...
Your White Paper Becomes 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
Interactive White Paper 
...
Your Research Becomes 
Interactive Infographic 
Quiz 
Assessment 
© i-on interactive, inc. All rights reserved • www.ionin...
Your Infographic becomes 
Interactive Infographic 
Quiz 
© i-on interactive, inc. All rights reserved • www.ioninteractive...
Your Solution Brief Becomes 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
Solution Builder 
Calc...
Your Product Brochure 
Becomes 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
Interactive Lookboo...
We call these types of 
interactive experiences 
marketing apps 
© i-on interactive, inc. All rights reserved • www.ionint...
Marketing Apps 
are useful browser-based digital content experiences 
designed for visitor participation 
©© i- oi-no nin ...
Feedback Loop 
©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.in...
70 % 
VS 
% 
INTERACTIVE CONTENT 36 PASSIVE CONTENT 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
educating the buyer 93...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
differentiating from c...
Comparing interactive to passive content, interactive 
content is somewhat or very effective at... 
being shared 
38 VS % ...
Clearly, 
interactive content 
just works better 
than static content 
© i-on interactive, inc. All rights reserved • www....
Why Marketing Apps Work So Well: 
ENGAGING 
USEFUL 
DIFFERENTIATED 
SCALABLE 
EFFECTIVE 
MEASURABLE 
© i-on interactive, i...
Types of 
Marketing Apps 
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
Interactive Infographic 
Interactive infographics turn facts and soundbites into engaging and entertaining fun. Using 
the...
Assessments 
When it’s time to truly engage in a useful dialog, it’s time to put assessments to 
work. They’re strategical...
Calculators 
When you want to illustrate potential quantifiable outcomes, calculators are the go-to 
marketing app. They c...
Solution Builders 
Solution builders answer the question — what is right for me? The help the buyer 
understand conceptual...
Configurators 
Configurators are a specific version of solution builders — enabling buyers to match 
their needs to your p...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
Interactive White Papers 
The ‘snackable’ version of eBooks, can provide snippets of expandable content allowing 
the visi...
Conversion Path 
How to Use 
Marketing Apps Across 
the Buyer’s Journey 
© i-on interactive, inc. All rights reserved • ww...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com 
© i-on interactive, inc. All rights reserved • www....
Marketers must produce 
content that adds value in order to 
engage customers. The true measure 
of content is the experie...
Content Marketing Can: 
BE EFFECTIVE 
BE SCALABLE 
DRIVE ENGAGEMENT 
DRIVE DEMAND 
BE MEASURABLE 
© i-on interactive, inc....
ion can help! 
We help customers concept, create and launch 
differentiated digital experiences. 
© i-on interactive, inc....
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Producing Engaging Content

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ion interactive's October 2014 webinar for Producing Engaging Content

Published in: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
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  • I especially loved the last third of your presentation. It got eye-opening!
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  • This is all great stuff. But in a country like Greece (where I live and work) the financial crisis has, literally, led to marketing collapse! Textbook marketing techniques do NOT work anymore, due to lack of b2b spending power (which follows lack of b2c demand, high taxes, and an unstable political environment). As a result, nobody cares about your 'bright new marketing proposal that will increase revenues or reduce costs'. The prevalent b2b purchasing principle is 'what I don't buy won't kill me', which translates into 'if NOT buying marketing plan X won't kill me now, I won't buy it!'. I am currently witnessing the demise of Marketing in Greece !
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Producing Engaging Content

  1. Producing engaging content Differentiate. Engage. Scale. Measure. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What’s Inside • Content marketing challenges • Scaling your existing content • How interactive content can help • Types of interactive content
  3. Marketers are facing some content challenges. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  4. B2B Content Marketing Challenges Producing engaging content 54% Measuring content effectiveness 49% Producing a variety of content 42% © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com 2015 B2B content marketing trends, Content Marketing Institute
  5. B2C Content Marketing Challenges Measuring content effectiveness 51% Producing engaging content 50% Producing a variety of content 40% © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com 2015 B2c content marketing trends, Content Marketing Institute
  6. A recent Demand Metric report showed: Many marketers are observing growing signs of content fatigue. Demand Metric, Enhancing the Buyer’s Journey, “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  7. % 37 B2C 38 % B2B Marketers Marketers say their content marketing is effective 2015 B2C content marketing trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Only
  8. 58 A whopping % say their content doesn’t create enough opportunity for engagement Demand Metric, Enhancing the Buyer’s Journey, © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  9. The Year Of Content Overload Our audience is literally drowning in content. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  10. Sirius Decisions says one of the most critical mistakes a company can make is having… “Too much content.” Sirius Decisions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  11. 70 % of all marketing content goes unused Sirius Decisions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  12. This stark statistic underscores the urgent need for a content revolution… © i-on interactive, inc. All rights reserved • www.ioninteractive.com Sirius Decisions “ ”
  13. Houston... we have a problem © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  14. Content Marketing Challenges… Spending is up Effort is up Low scores for effectiveness Not engaging Drowning in content © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  15. The trick is to figure out how you can scale your content across the buyer’s journey & transform static content into interactive experiences. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  16. Take your average white paper, for example. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  17. Great for lead gen. Great for buyer education. You hope. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  18. But that doesn’t have to be the end of it… © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  19. interactive infographic interactive white paper © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com assessment early buyer journey content early & mid buyer journey content mid & late buyer journey content Transform that white paper into… …3 interactive experiences for each stage of the buyer’s journey.
  20. Interactive content experiences are: Great for audience engagement. Great for buyer education. Great for lead gen & demand gen. Great for content scaling. Great for measurement. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. Types of existing content you can scale… © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com White Papers Solution Briefs Product Brochures & Spec Sheets Research Reports Pricing Spreadsheets Infographics
  22. This content scales into…. ASSESSMENTS CONFIGURATORS CALCULATORS INTERACTIVE WHITE PAPERS LOOKBOOKS QUIZZES GAMES INTERACTIVE INFOGRAPHICS © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  23. Your White Paper Becomes © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive White Paper Interactive Infographic Interactive Assessment
  24. Your Research Becomes Interactive Infographic Quiz Assessment © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  25. Your Infographic becomes Interactive Infographic Quiz © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  26. Your Solution Brief Becomes © i-on interactive, inc. All rights reserved • www.ioninteractive.com Solution Builder Calculator
  27. Your Product Brochure Becomes © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive Lookbook Product Configurator © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  28. We call these types of interactive experiences marketing apps © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  29. Marketing Apps are useful browser-based digital content experiences designed for visitor participation ©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  30. Feedback Loop ©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom © i-on interactive, inc. All rights reserved • www.ioninteractive.com A marketing app typically includes some sort of feedback loop where the outcome is directly impacted by the interaction of the visitor.
  31. 70 % VS % INTERACTIVE CONTENT 36 PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com Percentage of respondents that indicated their content performed moderately or very well…
  32. Comparing interactive to passive content, interactive content is somewhat or very effective at... educating the buyer 93 % VS 70 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  33. Comparing interactive to passive content, interactive content is somewhat or very effective at... differentiating from competitors 88 VS % 55 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  34. Comparing interactive to passive content, interactive content is somewhat or very effective at... being shared 38 VS % 17 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  35. Clearly, interactive content just works better than static content © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  36. Why Marketing Apps Work So Well: ENGAGING USEFUL DIFFERENTIATED SCALABLE EFFECTIVE MEASURABLE © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  37. Types of Marketing Apps © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Quizzes Quizzes are addictive little buckets of fun that can generate leads and social shares at pretty amazing rates. People like to compete to win recognition almost as much as they love to compete for more tangible prizes. Use early in the buyer’s journey.
  39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lookbook Lookbooks slice straight through the verbal clutter with powerful, attention-grabbing visuals. Early in the journey, they provide visually-driven products or concepts with an engaging, simple canvas. They can also result in strong social sharing and lead-gen performance. Use at all stages of the buyer’s journey
  40. Interactive Infographic Interactive infographics turn facts and soundbites into engaging and entertaining fun. Using them early in the buyer’s journey generates social sharing. They are also highly measurable — revealing which factoids are most compelling for people. Use early & mid in the buyer’s journey. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  41. Assessments When it’s time to truly engage in a useful dialog, it’s time to put assessments to work. They’re strategically designed to identify pains and opportunities while providing genuine value and recommendations to buyers. Assessments are great for engagement for early stage buyers and for education of a middle stage buyer. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  42. Calculators When you want to illustrate potential quantifiable outcomes, calculators are the go-to marketing app. They can provide compelling, hard evidence that builds credible need in the critical nurture period between attention and action. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  43. Solution Builders Solution builders answer the question — what is right for me? The help the buyer understand conceptually what they need. This makes solution builders invaluable in © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com mid-journey qualification.
  44. Configurators Configurators are a specific version of solution builders — enabling buyers to match their needs to your product, service or solution. This provides immediate feedback to marketing and sales to qualify and surface the most qualified prospects. Use late in © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com the buyer’s journey.
  45. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com eBooks Great for longer format content. It’s especially effective as a 'create your own story' version where the behavioral feedback loop to sales and marketing illuminates pains, opportunities and qualification.
  46. Interactive White Papers The ‘snackable’ version of eBooks, can provide snippets of expandable content allowing the visitor to determine how deep they want to go. Highly visual, typically including several engaging elements including content quizzes, very effective at allowing visitors to step through your story. Can surface great behavioral insights to sales. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  47. Conversion Path How to Use Marketing Apps Across the Buyer’s Journey © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  48. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Early Stage Begin the dialog. Design for content engagement. Seek to educate. EBOOKS INTERACTIVE WHITE PAPERS INTERACTIVE LOOKBOOKS QUIZZES SURVEYS ASSESSMENTS INFOGRAPHICS
  49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Mid Funnel Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones. EBOOKS INTERACTIVE WHITE PAPERS SURVEYS ASSESSMENTS CONFIGURATORS CALCULATORS
  50. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Late Stage ASSESSMENTS SOLUTION BUILDERS CONFIGURATORS CALCULATORS Create a ready buyer. Emphasis on buyer self education. Surface deep insights to sales.
  51. Marketers must produce content that adds value in order to engage customers. The true measure of content is the experience the person has with it. Mathew Sweezey, Director of Thought Leadership at Pardot “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  52. Content Marketing Can: BE EFFECTIVE BE SCALABLE DRIVE ENGAGEMENT DRIVE DEMAND BE MEASURABLE © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  53. ion can help! We help customers concept, create and launch differentiated digital experiences. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com www.ioninteractive.com @ioninteractive info@ioninteractive.com

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