Designing Interactive Content for Lead Generation with Scott Brinker

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Marketing is no longer just a communications function. It’s increasingly about designing and delivering great customer experiences, starting with a prospect’s very first touchpoint. As a specific example of this, Scott examines the growing phenomenon of interactive content — content that our audience actively participates in, not merely passively consumes. From games and quizzes to configurators and assessment tools, interactive content changes the way we engage prospects and breaks through the monotonous noise of passive white papers and webinars. This presentation was given at Information Development World on October 1, 2015.

Designing Interactive
Content for Lead
Generation
Moving Marketing
from Communications
to Experiences
Scott Brinker
@chiefmartec

Co-founder & CTO
Software and services
for interactive content.
Author & Editor
Blog on the entwining of
marketing & technology.
Program Chair
Marketing tech
conference.

The Law of Sh*tty Clickthroughs
The Law of Shitty Clickthroughs by Andrew Chen, http://andrewchen.co/the-law-of-shitty-clickthroughs/

Only a small number
of content assets gain
significant popularity.
Most become a drop in
the “Long Tail” ocean.
Asymptotically Impossible to Break Through
Available Audience Attention
Available Content
=
Average Attention
Available Per
Content Asset
This number
continuously drops.

time
contentinnovation
1. Web pages
2. Rich content
video, infographics, responsive web, HTML5
foundation of digital content marketing

Interactive Content
Content that has software functionality.
The audience actively participates instead
of just passively consuming it.

_________________ are
to __________________
what ________________
is to ___________.
BuzzFeed quizzes
interactive content
National Enquirer
journalism

2%
13% 15%
64%
6%
0% 2%
5%
48%
45%
0%
10%
20%
30%
40%
50%
60%
70%
Very
ineffective
Somewhat
ineffect.
Neither Somewhat
effect.
Very
effective
Passive Interactive
How effective is content at educating buyers?
Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
93% vs. 70%

Media Messages what it sayswhere and
how it appears
most digital marketing innovation to
date (“the medium is the message”)

Media Messages
Mechanisms
the next big wave of
marketing innovation
(“the mechanism is
the message”)
what it sayswhere and
how it appears
how it behaves
form
function

Engagement Axis
BusinessModelAxis
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE INTERACTIVE
Websites
Blogs
Social
Media
eBooks
WebinarsWhite
Papers
Native
Mobile Apps
INTERACTIVE
CONTENT
Interactive
White Papers
Interactive
eBooks
Configurators
Assessment Tools
Contests
Lookbooks
Galleries
Workbooks
Guided Tours
Games
Calculators
Quizzes
Sweepstakes
native mobile
apps are
inherently gated
by an installation
premium passive content is
typically gated behind a form
most passive content is free and low-engagement

How well does content convert visitors?
Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
3%
22%
39%
32%
4%
0%
7%
23%
56%
14%
0%
10%
20%
30%
40%
50%
60%
Very poorly Moderately
poorly
Neutral Moderately
well
Very well
Passive Interactive
70% vs. 36%

6%
38% 39%
15%
2%
5% 7%
50%
21%
17%
0%
10%
20%
30%
40%
50%
60%
Very
infrequently
Infrequently Neutral Frequently Very
frequently
Passive Interactive
How frequently is content shared by visitors?
Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
38% vs. 17%

What is digital body language?
• Website visits
• Email opens/clicks
• Content downloads
• Social media touches

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

insightintoindividualbuyers
CRM
MAP
Sell-Side
Experience
Interactive
Content
contact information, third-party data,
and sales rep interactions
buyer’s
digital
activity
buyer insights
from interactive
content (shown in
buyer’s context)
• website visits
• email opens/clicks
• content downloads
• social media touches
• scenarios calculated
• configurations considered
• quiz/assessment results
• behavior inside content

This is much
more fun than
an ebook.
Scott Brinker
@chiefmartec

Scott Brinker's presentation from 2016 ContentTech Virtual Event: Designing Interactive Content to Power Your Marketing Data Strategy Interactive content—things such as quizzes, assessments, calculators, and configurators—is qualitatively different than the passive content that audiences simply read, watch, or listen to. Interactive content experiences are essentially miniature software programs, or web apps, which have logic and user experience wrapped into their design and operation. Most importantly, they give marketers the ability to collect and leverage a rich set of data that is explicitly volunteered by participants. Marketers can design interactive content with this data in mind to develop a broader marketing data strategy. This presentation covers frameworks for both the user-facing options that marketers can apply, to solicit the right kind of data from prospects at different stages of the buyer's journey, and the back-office management of this data through different marketing automation platforms (MAP) and CRM systems. Topics include: - Managing explicit "digital dialogue" data vs. implicit "digital body language" - Applying advanced progressive profiling tactics in interactive content - Pipelining richer data profiles from marketing to sales through your marketing stack - Understanding scenarios for programmatic data vs. human-consumable data

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Building a conversational interface that people actually want to use can be tough a process. From understanding what users enter to providing logical responses, there’s a lot to create a successful experience. This presentation provides tips for designing conversational interfaces and the content that powers them. If you’re considering adding chatbots or voice-activated devices to your content delivery strategy, this session is right for you. Takeaways 1) Tips for designing conversational interface 2) Tips for writing conversational content Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.

When Rule-Based Chatbots Hit the Wall - How to Overcome their Limitations wit...

Information Development World

Most chatbots are rule-based. A rule defines that if certain keywords occur in the user’s question, a certain piece of content should be displayed. For example, “if the question includes words ‘replace’ and ‘battery,’ show the topic about replacing a battery.” While this method is easy and relatively cheap to implement, it covers only simple use cases. It may work perfectly well if the amount of content is small and it’s not frequently updated. But what about a case when the procedure of replacing a battery is different for different product models? Or what if it’s different depending on the user’s role, and there are multiple possible roles and their combinations? You’d have to explicitly add rules for each variation and instruct the chatbot about the questions the user should be asked when information required for a precise and relevant answer is missing in the user’s question. On top of that, every time you add new content, you have to manually add new rules. In the long run, rule-based chatbots are expensive and difficult to maintain, if the amount of content is significant and it’s frequently updated. Another approach is to build a knowledge map of the subject domain which would automatically guide the chatbot about the questions the user should be asked, automatically identify semantic metadata of the content, and map the metadata to the knowledge map. This approach would make the chatbot smarter while reducing the maintenance efforts and costs. In this session, Alex talks about both approaches and sees which approach works better in different use cases. Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.

The Value of Visual Content and the Simplified User Interface with Daniel Fos...

Information Development World

It can be difficult to onboard users to new and complex interfaces and workflows. New research shows that images and video enhance understanding and retention of complex information and tasks and can even increase productivity, but software often changes quickly and requires regular updates and localization. How can we leverage the power of visual communication without having to constantly localize new visual content? Simplified User Interface (SUI) helps you create powerful and useful images to help your users better understand your content while extending its shelf life and often eliminating the need for localization. Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.

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