Part One of our 6-part series on the interactive content funnel teaches you how to create better awareness. Here, you'll learn 4 benefits of using interactive content to support Awareness and discovery, as well as 2 types of interactive content we use to drive and measure Awareness.

1. Subhead
Creating Better Awareness
Bring your brand to life with memorable content
that cuts through the clutter
ion “Better” Series

2. Bring your brand to life with memorable content that
cuts through clutter
Know the content that resonates with your audience
to improve campaign effectiveness and lead quality
Gain audience insights to improve content
effectiveness
Know who you’re talking to and what they need to
have data-informed conversations
Speed up your sales cycle with informed conversations
that convert
Better content, qualified leads, and higher sales =
more revenue
awareness
content
engagement
leads
sales
revenue
Interactive Content Funnel
ion makes marketers more effective through better…

3. The Problem with
Creating Awareness
Are you using passive content?
Can your passive content meet
measurable expectations of performance?
Can your passive content create an
engaging dialogue with your customers?
Do you want your content to make a larger
impact on your customer experience?

4. Demonstrate how your solution solves a
basic problem or need with multiple types
of experiences?
Drive engagement with specific and
relevant content based on personalization
or conditional targeting?
Measure campaign success with data-
driven information to fuel sales?
Using Passive Content?
Are you able to:

5. 90% of respondents consider
interactive content effective at
educating the buyer
Active or Passive Content: Which Is Better?
63% of respondents consider
interactive content frequently
or very frequently shared
84% of respondents consider
interactive content effective at
differentiating from
competition
Source: Demand Metric. Content Experience Impact and the Buyer’s Journey. 2018, p.11, 12, 13.

6. 85% of revenue growth
companies report their
buyers reveal themselves
during the early and mid-
stages of their journey
Is Your Content Meeting Buyers at the
Right Time?
35% of companies that
report using passive content
have buyers reveal themselves
early in their journey
57% of revenue growth
companies report their
content is effective in the
middle and late stage of the
buyer’s journey
57
Source: Demand Metric. Content Experience Impact and the Buyer’s Journey. 2018, p. 22, 23, 27.

7. 4 Benefits of Using
Interactive Content
Increase site retention
Increase referral traffic from social
Track performance and gather insights
Marketing automation integration

8. Benefit 1: Increase
Site Retention
Interactive content increases amount of time
users spend on your site, which encourages
their next action to remain with you.
CONTENT TIP: Implementing an interactive
quiz on your website, can contribute to users
spending an average of over 4 minutes on a
web page.
SEO TIP: Happier, more engaged users means
more data gathered and better search results.

9. Benefit 2: Increase
Social Referral Traffic
The right piece of interactive content can be a
major contributor to a spike in traffic to your site.
ANALYTICS TIP: To show value from Social,
apply “last social touch” model via GA
attribution. The social visit closest to the
conversion event receives the credit.
SEO TIP: Social activity helps build brand equity,
trust, and loyalty, drives engagement, and adds
geuine value to your content.

10. Benefit 3: Track
Performance & Data
Built in data points track views generated,
engagement, drop-off points, and advanced
metrics like lead quality and qualification.
ENGAGEMENT TIP: Learning where users
engage prior to form completion or page
abandonment shows what’s working and what
you can improve.
DATA TIP: The more information captured now,
the better you’ll be able to personalize future
campaigns, from remarketing to sending
personalized outreach and more.

11. Benefit 4: Marketing
Automation Integration
Interactive content platforms can integrate with
your existing MAP systems to track awareness
performance.
CONTENT TIP: Assessments, report cards, and
conversion paths are experiences that yield
segmentation data.
MAP TIP: Combine buyers’ answers into a
single mashup field exported to your MAP. High
qualifying answers can be matched against
buyers to segment lists.

12. Only 29% of survey
respondents rate their
content as interactive.
Active or Passive Content: Us vs. Them
Somewhat passive –
slight engagement
Very passive – little or no engagementVery interactive – highly engaging
Moderate – some engagement
Slightly interactive –
measureable
engagement
27%
10%8%
34%
21%
Source: Demand Metric. Content Experience Impact and the Buyer’s Journey. 2018, p. 10.

13. What Interactive
Content Should You
Use for Awareness?
1. Interactive Infographic
2. Interactive Quiz

14. Infographic
WHAT: Popular type of interactive content shows
visual representation of data
HOW: Allows user to engage with the data presented
via hover to reveal, clicking through tabs, etc.
GOALS: Goal is to engage users in a more meaningful
way through an interaction that captures attention
WHY: Start a dialogue with prospects through eye-
catching elements giving you data-driven insights

15. IMPACT ON AWARENESS
When visitors clicks, selects, or swipes—you’re
collecting data crucial to building an in-depth
customer profile. This improves content that
focuses on actual wants and needs for better
conversations.
Infographic

16. Quiz
WHAT: Lightweight, usually 3-10 easy questions, that
provides fun education or entertainment
HOW: Captivating visitor interest moves them deeper
into a consideration phase
GOALS: Create a fun and interactive experience that
brings your brand to life
WHY: Extremely popular and a great introduction to
your brand or product

17. Quiz
IMPACT ON AWARENESS
Useful for recommending relevant content or
product comparison. This allows for an easier
and more engaging path to awareness.

18. ion makes you better.
better
awareness
content
engagement
leads
sales
revenue
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