Learn how B2B marketers searching for new ways to engage customers add interactivity to their content marketing flow to make their content stand out. Examine the basics of interactive content, why it works, use cases, and metrics. See how interactive content, content marketing, and automation work together to drive leads. Observe real examples of how companies are using interactive content across their Web, social, mobile, and email channels to drive leads, collect data, and accelerate sales.
A competitive marketing space has put increased emphasis on content marketing, and to cut through cluttered marketplaces and create a point of difference, businesses are calling on content marketing as a key means to capture audience engagement, establish brand authority, drive traffic and increase conversions.Bang for your Buck: Content Markting ROIWith engagement and search engine traffic the Holy Grail in the digital world, content marketing is key to securing competitive advantage. The explosive growth of social media has further exacerbated the crucial role content plays.valuable lead generation and marketing resources to educate, inform and inspire a target audience.
SnapApp enables B2B marketers to create, deploy and manage interactive content to generate leads, increase engagement and drive revenueacross their online presence. SnapApp enables B2B marketers to create, deploy and manage interactive content to generate leads, increase engagement and drive revenueacross their online presence.
Defining Content Marketing
Infographic of market overview The use of ALL tactics has risen across the board, with the exception of print.Official Definition: “Content Marketing is the art of understanding exactly what your prospects and customers need to know. Then delivering that content to them in a relevant and compelling way to grow your business”--The Content Marketing InstituteWhy does content matter?Content drives reach – builds awarenessConsumers seek itContent aids learning, decision making and purchaseContent fuels social media marketing: “social object”Content facilitates the “inbound” effectOnce, life was easyOne way communicationLimited communication channelsBroad reach per channelLower consumer expectation A linear engagement process
Defining interactive notionVerbs (active) vs Nouns (passive)Calls to action that are active vs passive drive the natural engagement content creates to a marketing outcomeCreating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end usersBeyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareableencourages consumers to participate in the evolution of a brand[The thrust of this slide should be about how calls to action that are active vs passive drive the natural engagement content creates to a marketing outcome. Creating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end users]moving from “how do I generate more leads” to “how do I engage qualified buyers.”Beyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareable
Defining interactive notionVerbs (active) vs Nouns (passive)Calls to action that are active vs passive drive the natural engagement content creates to a marketing outcomeCreating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end usersBeyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareableencourages consumers to participate in the evolution of a brand[The thrust of this slide should be about how calls to action that are active vs passive drive the natural engagement content creates to a marketing outcome. Creating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end users]moving from “how do I generate more leads” to “how do I engage qualified buyers.”Beyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareable
Data about interaction rates- mouseovers, clicks, lead conversions etc.Click-Through Rate (CTR)Marketing out-comings being driven- leads, downloads, etc.58% of users who see content click it91% of users complete the content engagement87% of users complete a lead gen form when shown11% Share Content
Machine, Vehicle, Cogs….Thinking about how to make it workApply interactive mechanics to static content to drive engagement,
Why Interactive Content WorksTo stand out, your content should be unique AND specific. But that doesn’t impact behavior or affect change. There is more to it than that. Interactive content works by satisfying fundamental human desires.Interactive Content IMPACTS BEHAVIOR by satisfying fundamental human desiresHuman DesiresRewardStatusAchievementSelf-ExpressionCompetitionAltuismCognizancePlayRecognitionLeaderboardsAppropriate challengesVariable rewarsCuriosityRepuation & IdentitySocial ProofStatusFeedback LoopsEtcTaking a page from B2C marketing….people are people and are fundamentally responsive and motivated by a few behaviors regardless of sectorsuse the same mechanics/dynamics in B2B with their own style, content and spin to generate resultsGame MechanicsEngagement is ubiquitus. Content Marketing is pervasive…
Real time results for users [lays out the basic framework of users interacting with content actively by answering questions and delivering to them a target and specific result in real time ~alahubspot grader kind of notion. The concept of people give you time and data and get something back of value in real time]
Deep data collection [all about the profile and lead data that gets collected, shortening of lead forms etc. this SHOULD be of clear and obvious benefit.]
On average, B2B content marketers are using five social distribution channels; the most popular of those channels is LinkedIn, whereas Twitter had been the most popular the previous two years. – marketingprofs, 2013
Producing content is addressed through ‘content creates content’This IS engagementThis IS varietyFaster time to ROI: Create in hours and minutes; not days and weeksMeasureable with BETTER, MORE ACTIONABLE INSIGHTSTie the channels together!Do the last two even exist?
We know it doesn’t mean we are winning the war.“How B2B Marketers Rate the effectiveness of their Organization's content marketing”Just 36% of B2B marketers believe they are effective at content marketing“How B2B Marketers Rate the effectiveness of their Organization's content marketing”
In-person events are #1, webinars are #3 because they are inherently ENGAGING#2, case studies, convey a story that the user can connect with, relate to; they are in a sense, simulating that engagement in their mind.Imagine if you could engage in a similar manner with ALL your content AND improve/enhance/extend what is already working Note that social media is NOT on this list. B2B marketers continue to rate in-person events as the most effective tactic (rated very effective or effective), followed by case studies in the No. 2 spot, this year surpassing webinars/webcasts, just as blogs edged out video for the No. 4 spot.Social media, just missed the list of the most effective tactics, with 49% rating it effective or very effective.
Integration with Marketing Automation [short overview about how to leverage your existing email and marketing automation expenditures and extend them. Goal here is to show how content seamlessly feeds your existing campaigns and programs, creates great new data.]
PBS (Public Broadcasting System) was looking for new ways to generate leads to build their email and donor lists and to expand and improve the effectiveness of their existing marketing efforts. To achieve these goals, PBS wanted to take advantage of the power of interactive content, specifically it’s ability to i improve conversion rates and increase reach by fostering online engagement and social sharing.
An extensible solution: PBS was not looking to execute against a single campaign, but rather was in search of an underlying platform that would enable it to run multiple lead generation, nurturing and customer retention programs in the present and future.An integrated approach: it was important that any solution integrate with existing systems and infrastructure including the Eloqua marketing automation platform, so that leads could be easily captured and nurtured. It was also important to find a solution that would cross channels including website, email, mobile and social media.Measurability: PBS wanted the ability to test, measure, analyze and optimize campaigns to improve performance.Limited IT involvement: To maximize effectiveness and streamline time to market, it was important that marketers in the PBS organization could create and execute campaigns without relying on IT for content creation, distribution or system integration.
SnapApp allows PBS to easily create interactive content and align it to popular shows and major events including Downton Abbey and “Julia Child’s 100th Birthday Special.” Using surveys, polls and quizzes on web pages and in email outreach, PBS has boosted audience interaction and engagement and captured additional names for marketing lists. PBS has also improved the performance of its nurture programs by embedding quizzes and polls directly into emails.
Lead Acquisition and Cultivation: In X MONTHS PBS generated nearly 34,000 leads from its SnapApp content. The four (4) pieces of interactive content created for the “Julia Child 100th Birthday Special” campaign generated 11,350 leads. The click rates on all content created with SnapApp averages XXXX and the actual lead collection/ submission rate exceeds 50%. More than 132,000 SnapApp quizzes, polls and surveys were completed in a x month time period. Email open and click rate performance also improved significantly after PBS embedded polls and quizzes. .. DATA Finally, PBS updated more than 5000 profiles with additional information and matched more than 11,000 individuals with their local PBS station.Engagement: PBS found personality tests (assessments/ diagnostic quizzes) generated the highest completion, lead form submission, and share rates, making them PBS’ most engaging type of interactive content. (what is the dATA ON THIS- what are the completion , submission and share rates (mean, median for personality test for pbs) Personality tests were especially effective when (embedded in emails or when embedded in content on the PBS website.)Real-time lead data is used to create short, geo-targeted content andlists for prospects to identify their local PBS stations or affiliates which allows local stations to target prospects with relevant communications. Social Sharing: In addition to improved email click performance, PBS discovered interactive content embedded in emails generated a favorable and consistently higher share rate verses content on other channels. Stat? . PBS also found that SnapApps tied to specific content, such as Downton Abbey, generated the most online buzz on social media channels, driving more traffic, interactions and lead form completions.
Lead Acquisition and Cultivation: In X MONTHS PBS generated nearly 34,000 leads from its SnapApp content. The four (4) pieces of interactive content created for the “Julia Child 100th Birthday Special” campaign generated 11,350 leads. The click rates on all content created with SnapApp averages XXXX and the actual lead collection/ submission rate exceeds 50%. More than 132,000 SnapApp quizzes, polls and surveys were completed in a x month time period. Email open and click rate performance also improved significantly after PBS embedded polls and quizzes. .. DATA Finally, PBS updated more than 5000 profiles with additional information and matched more than 11,000 individuals with their local PBS station.Engagement: PBS found personality tests (assessments/ diagnostic quizzes) generated the highest completion, lead form submission, and share rates, making them PBS’ most engaging type of interactive content. (what is the dATA ON THIS- what are the completion , submission and share rates (mean, median for personality test for pbs) Personality tests were especially effective when (embedded in emails or when embedded in content on the PBS website.)Real-time lead data is used to create short, geo-targeted content andlists for prospects to identify their local PBS stations or affiliates which allows local stations to target prospects with relevant communications. Social Sharing: In addition to improved email click performance, PBS discovered interactive content embedded in emails generated a favorable and consistently higher share rate verses content on other channels. Stat? . PBS also found that SnapApps tied to specific content, such as Downton Abbey, generated the most online buzz on social media channels, driving more traffic, interactions and lead form completions.