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How to Launch a Successful Interactive Content Program Now
The document outlines the importance and strategies for launching a successful interactive content program, emphasizing that interactive content significantly enhances user engagement compared to static content. It highlights various types of interactive content and their effectiveness at different stages of the buyer's journey, while also addressing common barriers to adoption. With a focus on lead generation and audience retention, it encourages marketers to innovate and repurpose existing content to improve results.
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How to Launch a Successful Interactive Content Program Now
- 1. How to Launch aSuccessful Interactive Content Program Now
- 2. What’s Inside: •Why InteractiveContent NOW? •How to Launch Interactive Content •5 Successful Interactive Content strategies
- 3. What is Interactive Content? Inits most simple form, interactive content is content that is created with the intention of capturing user attention and encouraging them to take action.
- 4. What are theMost Popular Interactive Content Types?
- 5. Assessments Calculators eBooksInteractive Infographics Interactive White Papers Lookbooks & Tours Resource Library Solution Finders Quizzes
- 6.
- 7. 82% Enterprise marketerssay engagement is their most important goal. 82%
- 8. 87% agree thatinteractive content grabs the attention of the reader more effectively than static content.* 87% * 2017 Content Marketing Institute’s Research Report
- 9. Reasons for InteractiveContent Use in Content Marketing Engagement Educating the Audience Create Brand Awareness Lead Generation/Top of Funnel Conversion Storytelling Lead Nurture Customer Retention/loyalty Customer Retention Sales Enablement Other 4% 33% 33% 34% 37% 46% 50% 57% 58% 63% 66% * 2017 Content Marketing Institute’s Research Report
- 10. 63% of consumerssay they have engaged with disappointing brand content. 23% said they would never read that brand’s content again. 23% 63%
- 11. 91% of B2Bbuyers prefer to consume interactive and visual content. * 2017 Content Marketing Institute’s Research Report 91%
- 12. 77% agree that interactivecontent can have reusable value, resulting in repeat visitors and multiple exposures.* 77% * 2017 Content Marketing Institute’s Research Report
- 13. 68% of B2Bcompanies are still struggling with lead generation. 68%
- 14. Interactive content generates 2xmore conversions than passive content. 2XConversions
- 15. 61% of B2Bmarketers say that the biggest challenge is generating high-quality leads. 61%
- 16. 75% agree thatnon- gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing.* 75% * 2017 Content Marketing Institute’s Research Report
- 17. Here’s Why Now •Capturesreader attention •Increases engagement •Preferred by your audience •Differentiates your content •More effective education •Increases conversions •Growing in usage
- 18. 46% indicated their organizationhas used interactive content as part of its overall mix of content marketing tactics.* 46% * 2017 Content Marketing Institute’s Research Report
- 19. 79% 79% of contentmarketers who are using interactive content plan to increase their use of it in the next 12 months.* * 2017 Content Marketing Institute’s Research Report
- 20. How Can YouLaunch an Interactive Content Marketing Program That Solves These Challenges ?
- 21. What are you creatingnow? •Blogs •Email Marketing •White Papers •Webinars •Support Content (FAQ’s)
- 22. What do youwant to gain from the content you create? •Increased Engagement •More Clearly Defined Personas •Highly Qualified Leads •Conversions
- 23. Don’t start fromscratch Reimagine > Repurpose
- 24. * 2017 ContentMarketing Institute’s Research Report 68% agree that interactive content provides valuable ways to repurpose my organization’s passive content.* 68%
- 25. How To Reimagine YourStatic Experience as Interactive • Look for key points, stats, or call-outs • Find special design treatment • Take questions that are asked in the copy and turn them into assessment or quiz questions
- 26.
- 27. What did welearn from this one piece of content? •Readers were engaged •Bounce rate was low •Conversions were high •Content was valuable
- 28. Stage in theBuyer’s Journey Where Each Listed Type of Interactive Content Is Most Effective When Used For Content Marketing EARLY MIDDLE LATE * 2017 Content Marketing Institute’s Research Report Assessments 52% 35% 13% Calculators 35% 35% 30% Configurators 23% 44% 33% Contests 74% 20% 6% Games 77% 16% 7% Interactive eBooks 39% 54% 6% Interactive Infographics 59% 37% 4% Interactive Lookbooks 40% 50% 10% Interactive White Papers 35% 50% 15% Quizzes 59% 33% 7% Wizards 43% 24% 33% EXPERIENCES
- 29. * 2017 ContentMarketing Institute’s Research Report Reason(s) For Not Using Interactive Content Lack of Staff/bandwidth ……………………….…………………………..……….… 50% Lack of Budget ……………………………………………………………………..….. 39% Lack of Technical Expertise ………………………………………………….……… 37% Not Sure Where to Start …………..……………………………………………….…. 41% We Haven’t Researched it Yet ……………………………………………..………… 41% We Are still Researching It ……………………………………………….….………. 38% Too Time-Consuming To Produce ……………………………………..…………… 31% Too Expensive …………………………………..…….……………………………..… 11% Lack of Buy-in at the Executive Level of our Organization ………………….…. 25% Not Convinced of the value ………………………………………………………..….. 9% Little to no usage in my industry.that merits the investment ……..….…..…..… 6% Don’t believe it is effective …..…….…..……………………………………………… 2% We Tried Interactive Content in the Past, But Did Not Have Success ………… 2%
- 30. 5 Successful Interactive ContentStrategies
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- 36. What Works Interactive WhitePapers Interactive eBooks Solution Finders Configurators Interactive Infographics
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- 38. What Works Sales Toolkits ResourceLibraries Assessments Calculators
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- 40. What Works Surveys/polls Interactive Presentations SolutionFinders Interactive White Papers
- 41. Create a ContentJourney 6
- 42. What Works Use DataInsights Connect Content Pieces Personalize It Value at Every Stage Build a Platform, not a Piece
- 43. Why Interactive Content Now? •Moreeffective for engagement and lead generation •Can re-imagine what works today •Immediate learnings •Proven strategies •Tools to help you succeed
- 44.