For the second in our three-part webinar series spotlighting specific interactive content types, we’ll turn our focus to interactive eBooks, a great tool for educating your users and allowing them to self-discover your product and services, while driving demand and helping them through your funnel. View the slides to learn best practices, how to use eBooks effectively, tips for making content feel customized to your user, as well as customer examples of success.

1. Interactive
eBooks
Who, What, Where,
When & How (to Launch
Great Ones!)

2. Welcome!
Audrey Ross
Director of Customer
Engagement
Stephanie Mansueto
Sr. Content Strategist

3. What We’ll Cover
What are they?
When to use them?
Where can they work best?
How to create them?
Examples & success stories!

4. What is an interactive eBook?“ ”
in·ter·ac·tive e·book
ˌin(t)ərˈaktiv ˈē-ˌbu̇k
noun
Meaning: a digital, visual web experience that has
multiple chapters or sections of content that a user can
freely select and engage with based on their interest and
preference.

5. Common Structure
{
Landing Page
Chapter Pages

6. Is this an Interactive eBook?

7. No.

8. More compelling and engaging than a
static PDF
Marketer learns from the data given
freely as part of their interaction with
the eBook
Form placement allows for testing
and usage both for lead generation
and demand generation (high and mid
funnel)
Benefits to Brand

9. Allow them to self-educate, progress
through content at their pace and
based on their interest
Can choose their own adventure, and
content feedback loop becomes more
specific to their interests
Feels like less effort
Benefits to User

10. Places to start
• Static ebook PDF
• White paper
• Long-form blog content or a blog series
• Long-form static piece (ex: collection of
case studies)
• Checklist or a list of best practices

11. Best Practices

12. 1. Visual, pleasing
landing page

13. Salesforce example

14. 24 Hour Fitness example

15. ThreatMetrix example

16. 2. Chapter/section
navigation on every
page

17. Salesforce example

18. Hibu example

19. Direct Marketing News example

20. 3. 4-6 Chapters of
content

21. 4. Content sections
are standalone

22. 5. Form & gate
experimentation

23. Pitney Bowes example

24. 6. Subtle animations

25. Getting It Done

26. Step 1: Select
Your Starter
Content Piece
or Asset

27. Step 2: Pick Your
Quick Start

28. Step 3: Use
content
templates to
focus and curate
the content for
interactive
format

29. Step 4: Publish!

30. Doing it Right

31. Purchasing Power
Combined use of eBooks and
solution finders during buying
process to educate and drive more
purchases
• Exceeded conversion goals by 80%
• Conversion rate 4X higher than site
average

32. BASF
Engaged audiences with a
condensed eBook version of 36-
page content piece
• Average time in experience was 12
minutes!
• 17% of viewers clicked with the
“download” CTA

33. Optimize! A/B test if you can.
Iterate & expand.
Evaluate what was learned & use to inform
future content strategy.
Capitalize on new data
Think about companion pieces, like:
Solution finders
Calculators
What’s Next?

34. Thank You! We’d love
to hear from you!
customersupport@ioninteractive.com
aross@ioninteractive.com
Web: www.ioninteractive.com
Twitter: @ioninteractive