How to Use Interactive Content to Tell Your Story & Accelerate the Buyer’s Journey

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A compelling content marketing strategy answers the who, what, why, where, and when questions of content creation. In order to capture our audience’s attention, we must deliver the right content, to the right people, at the right time in their journey. Interactive content clears the path for marketers who are seeking to move prospects through their journey faster. Using a digital dialogue of increasing relevance and personalization, interactive content builds engagement and education more memorably than traditional static content and storytelling. During this session, Mary Ward, Vice President of Account Services at ion interactive, will showcase real-world examples of interactive content success at each stage of the buyer’s journey. Mary Ward, VP of Account Services, Ion Interactive

Marketing

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Content Choreography
Se#ng Up Your Omni-Channel Content Program

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Meet the Presenters
Reuben Staines
Senior Manager,
Content Marke>ng
Samsung Business
@reubenstaines

Mandi Tompkins
Director of Content
Services
Skyword
@MDWells531
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Content marke7ng is a complex balancing act…
4

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Two balancing acts
5
your stories
your channels
Choreographing…

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Are your business stakeholders bought in?
6

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Do you have a formal buyer decision journey?

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Are you truly connec7ng with your audience?
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Content Published: 769
Users Acquired: 640,000
Pages Viewed: 940,000

Content Types: 16
Time on Page: 2:57
Leads Acquired: 6,000

Samsung Insights Snapshot
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June 2016-May 2017

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Planning
Idea>ng
Real->me coordina>on
Publishing
Distribu>on
Op>miza>on
What’s an Omni-Channel Content Strategy?
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PR & Earned
Media
Paid
Promo7on
Social Media
Email &
Marke7ng
Automa7on
Employee
Advocates

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Research &
DraUing
Editorial
Review
Content
Performance &
Engagement
Keyword
Strategy

Review &
Approval
QA &
Publishing
Cross-Disciplinary
Collabora7on
INSIGHTS
BLOG
INTERNAL
PR/MEDIA
PAID
SOCIAL
SEARCH
SME & STRATEGY
PR/MEDIA STRATEGY
SEO & PAID MEDIA
SOCIAL & WEB DEV.
CONTENT STRATEGY
PLANNING & TOPIC IDEATION
Brieﬁngs
DISTRIBUTION
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Content Hub – On or Oﬀ-Domain
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Social Media
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Email and Nurture
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PR and Earned Media
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h`ps://www.shu`erstock.com/image-photo/online-marke>ng-
term-cpc-cost-per-562070854?src=Wpix0cNj45Lu-
xO56nPHCg-1-63
Paid Promo7on
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So, what channels are you working with?
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Create a Content Culture
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1.  Make meaningful connec>ons with your audience
2.  Build close rela>onships with business stakeholders; engage
regularly
3.  Form cross-discipline editorial board to ensure ongoing
coordina>on
4.  Be ready to reﬁne your strategy

Key Takeaways:
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2.  Navigate to session
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