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Creating an Interactive Content Strategy that Works with Technology
The document outlines an interactive content strategy emphasizing the importance of engaging customers through diverse content types like quizzes and assessments. It discusses the concept of 'digital body language' to collect and analyze buyer behavior data for enhancing customer experience. The strategy involves leveraging interactive content for better insights into individual buyers and utilizing various data collection methods to inform future marketing efforts.
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Creating an Interactive Content Strategy that Works with Technology
- 1. Creating an Interactive ContentStrategy that Works with Technology Scott Brinker CTO @ioninteractive @chiefmartec.com
- 2.
- 3. What exactly isinteractive content?
- 4. “The medium isthe message.” – Marshall McLuhan the art of communications what it says how and where it appears
- 5. Mechanisms what it says how and whereit appears how it behaves what it does the art of customer experience
- 6. Passive Content Interactive Content Audience Delivers Innovation Consumes Participates Information Services MediaMechanisms Examples Blogs E-books Reports Webinars Assessments Calculators Configurators Quizzes
- 7. But why interactivecontent?
- 8. Source: 2016 B2BContent Marketing Trends—North America, CMI/MarketingProfs B2B
- 9. Source: 2016 B2CContent Marketing Trends—North America, CMI/MarketingProfs B2C
- 25.
- 26. Engagement Axis BusinessModelAxis FREE/OPEN FREEMIUM PAID/GATED PASSIVE INTERACTIVE Websites Blogs Social Media eBooks WebinarsWhite Papers Native MobileApps INTERACTIVE CONTENT Interactive White Papers Interactive eBooks Configurators Assessment Tools Contests Lookbooks Galleries Workbooks Guided Tours Games Calculators Quizzes Sweepstakes
- 27.
- 28. What is digitalbody language? • Website visits • Email opens/clicks • Content downloads • Social media touches
- 32.
- 33.
- 37. digital dialogue >digital body language • website visits • email opens/clicks • content downloads • social media touches • scenarios calculated • configurations considered • quiz/assessment results • behavior inside content
- 38.
- 39.
- 40. Digital body languageDigital dialogue
- 41. Interactive Content Strategy Whatdata do I want? What service do buyers want?
- 42. Ask a SalesEngineer (or customer service)
- 43. I caught thedata! Now what?
- 44. insightintoindividualbuyers CRM MAP Interactive Content Data contact information, third-partydata, and sales rep interactions buyer’s digital activity buyer insights from interactive content • website visits • email opens/clicks • content downloads • social media touches • scenarios calculated • configurations considered • quiz/assessment results • behavior inside content
- 46. 3 ways topass data downstream: 1. Purpose-specific fields. 2. A single “mash-up” field. 3. A single URL field that links back to your interactive content tool.
- 48. Thank you! Scott Brinker CTO@ioninteractive @chiefmartec.com