Download as PDF, PPTX
Uploaded byion interactive
2017 Interactive Content Marketing Trends
This document discusses 12 interactive content marketing trends for 2017. It notes that interactive content, video, personalization, account-based marketing, content that creates content, tool tips, fun, social media emphasis, data visualization, and ungated content will be important trends. It provides examples and statistics about how each trend can help engage audiences, generate leads, increase sales and conversions. Marketers are advised to use these trends to make their content stand out, differentiate themselves, engage audiences and demonstrate results.
More Related Content
![Marketing Apps [Infographic]](https://cdn.slidesharecdn.com/ss_thumbnails/ionmarketingappsinfographic-140203133718-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to 2017 Interactive Content Marketing Trends
2017 Interactive Content Marketing Trends
- 1.
- 2. Today 12 Trends: BIGTHINGS: LITTLE THINGS: • Interactive Content • Video • “Personalization” • Account based Marketing • Content that creates content • Tool Tips • FUN • Social, Social, Social • Data Visualization • Storytelling
- 3. What content marketers willbe focused on in 2017
- 4. 80% will focuson lead gen as a content marketing goal over next 12 months.
- 5.
- 6.
- 7.
- 8. 78% use websitetraffic to measure how well their content marketing is producing results.
- 9. 76% prioritize deliveringcontent quality over quantity 76%
- 10.
- 11. 4.6 billion piecesof content are produced daily.
- 12.
- 13.
- 14. It’s no wonderas much as 70% of content goes unused 70 %
- 15.
- 16. of marketers expecttheir organization to make MORE content in 2017. 70%
- 17. That’s a whole lot ofcontent.
- 18. What does thismean for content marketers in 2017?
- 19. IMPERATIVES: • Stand Out •Differentiate • Gain Attention • Engage • Demonstrate Results
- 20. All of today’strends point to meeting these imperatives
- 21.
- 22. Let’s start with theobvious
- 23.
- 24. “Quite simply, it’s nota question of whether companies should use interactive content but rather how soon they should start.” ~ Content Marketing Institute
- 25. Already entrenched More thanhalf of marketers surveyed are now using interactive content 53%
- 26. More on thehorizon Anticipate increase in use of interactive content 75%
- 27. The use of interactive content is expected to increase dramatically in the next 12 to 24 months, with 87% of B2B marketers predicting at least 10% of their content will be interactive.
- 28. It’s no wonder contentmarketers are using interactive experiences.
- 29. Our audience engagement hasincreased since my organization started using interactive content tactics Engagement 66%
- 30. Interactive content can havereusable value, resulting in repeat visitors and multiple exposures Web Traffic 79%
- 31. Combining traditional content marketingtactics with interactive content enhances retention of my organization’s message Education 79%
- 32. Non gated interactive contentcan provide a “sample” of the brand, resulting in a higher degree of lead nurturing Lead Nurturing 75%
- 33. Interactive content provides mewith valuable ways to repurpose my organization’s passive content. Content Repurposing 67%
- 34. Interactive content grabsthe attention of the reader more effectively than static content Attention/ Differentiation 81%
- 35. How differentiated canan article be?
- 36. When they allsay the same thing?
- 37. Literally. (we are allguilty of producing this type of content)
- 38. Note: Multiple Responsespermitted. 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%
- 39. 94% more effectiveat conversion
- 40. 60% more effectiveat differentiation 60%
- 41. 33% more effectiveat educating buyers
- 42. 120% more effectiveat getting shared 20 % 1
- 43. “Content will become user led” In 2017
- 44. The most populartypes of interactive content 2
- 45. Note: Multiple Responsespermitted. 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%
- 46. Types of InteractiveContent experience requested by ion customers 2016 Infographics Assessments ebooks Whitepapers Calculators Resource libraries Quizzes Solution finders
- 47. Most popular ionQuick Starts templates used in 2016 Infographics Assessments Lookbooks Long form content Quizzes
- 48. The top fivecontent formats B2B marketers are using or plan to use for content-enabled campaigns include: 85 84 82Interactive Infographics ROI Calculators Assessments 95Video 92Surveys % % % % %
- 49. 2017 will beabout unique applications within these existing types of interactive content
- 50.
- 51. The can’t ignoretrend of 2017
- 52. “In 2015, videosgrew in consumption the most, among all content types. Many are predicting that video will compose 70% of all internet traffic, by 2017.” Online video is the fastest growing content marketing trend: ~ Neil Patel
- 53. 43 percent ofconsumers want to see more video from brands. 43%
- 54. Video=ROI A Firebrand Groupstudy recently discovered that about 85 percent of marketers have seen positive ROI from their video efforts. 85%
- 55. According to HubSpot research,Video was followed by social media posts, news articles and research content. Video Is Being Consumed “…the content that has the best chance to keep the audience’s attention is video, due to its interactive nature.”
- 56.
- 57.
- 58. Video Background ion QuickStart - Landing page with Full Page Background Video
- 59.
- 60. Video Decision Tree& Quizzes ion Quick Start - Video Decision Tree
- 61.
- 62. For me atAlly our focus is on personalization of content creation, and that will command our attention and investment. That is, understanding, at a customer-level, personas, needs, wants and preferences and delivering them in a meaningful way through the channels they prefer to be communicated in. “ ”~ Andrea Riley, CMO, Ally
- 63. 71 percent ofaudiences expect advertising to be tailored to their interests and habits.
- 64. According to the“2016 B2B Buyer’s Survey” conducted by Demand Gen Report, 69 percent of B2B buyers say the most influential aspect of a company’s website is content that speaks directly to their needs. 69%
- 65.
- 66.
- 67.
- 68.
- 69. The average householdhas 7.4 internet connected devices. A ‘mobile user’ one minute is a ‘desktop user’ the next. The distinction is entirely artificial.
- 70.
- 71.
- 72.
- 73.
- 74.
- 75.
- 76.
- 77.
- 78. And even funwith forms
- 79.
- 80.
- 81. Fun Mad LibStyle Marketing Quiz
- 82.
- 83.
- 84. Sales Enablement ion QuickStart - Quick Pitch for Accounts Based Marketers
- 85. Sales Enablement ion QuickStart - Online Sales Presentation
- 86. Sales Enablement ion QuickStart - Sales Asset Matcher
- 87. “Additionally, interactive content will also enable marketers to collect data and insights that sales teams can use to accelerate the best prospects through the sales process.”
- 88.
- 89.
- 90.
- 91.
- 92.
- 93.
- 94.
- 95.
- 96.
- 97.
- 98. STORYTELLING BASICS: • Highly Visual •Immersive • Motion through the Story • Animation of Key Content • Evoke Emotion or Feelings • Soft sell, no sell
- 99.
- 100.
- 101.
- 102.
- 103. Visual Tour withTool Tips
- 104.
- 105.
- 106.
- 107.
- 108.
- 109.
- 110.
- 111.
- 112.
- 113.
- 114.
- 115.
- 116.
- 117.
- 118.
- 119.
- 120.
- 121.
- 122.
- 123. “Ungated Content Is the Wayto Customer Hearts”
- 124.
- 125. 36Increase in Conversions 21Increasein Site Visits % %
- 126. 7.5-10 Increase in Leads through education Interactive White Paper
- 127. 50XEngagement An engaging quiz drives50 times more participation
- 128. 4X Purchasing power drove 4times the number of e-commerce conversions. Conversions
- 129. 82 FedEx uses embedded interactive experiencesto make shipping easy and increase revenue by 82% Increase %
- 130.