Interactive Content Marketing That Gets Results

Interactive Content Marketing  
That Gets Results!

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What’s Inside
• The state of content marketing
• The content overload problem
• Content consumption trends
• Transforming static content with interactivity
• Tons of stats and examples!

The Obvious Facts About
Content Marketing

Content Is King.
This meme isn’t new. But content marketing has
reached a fever pitch in the last 12-24 months.

73% Have A Person Who Oversees
Content Marketing Strategy
CMI, 2014 B2B Content Marketing Survey
27%
73%

Content
Marketing Is The
Top Marketing
Investment For
The Next 12
Months
Demand Metric Lead Generation
Benchmark Report

30% Of Budgets Are Allocated To Content Marketing
30%

93% Surveyed Use Content Marketing
93%

73%Are Producing MoreContent
Than They Did A Year Ago.

58% Plan To Increase Their Content Marketing
Budget Over The Coming Year
58%

Clearly, we’ve jumped on the
content marketing bandwagon.

But Is It All Rosy?
The Other Side of the Content Marketing Fever

Modern marketers are
now virtually churning
out content like a
factory.

But This Means Our
Audience Is Totally
Overwhelmed By
The Deluge Of
Content Available

In 2008, just 6years ago — the average American spent
33 minutes per week reading and 6.56hours consuming
digital content (TV, Internet, or mobile content).
!
!
!
!
As of this year, that number has reached 12hours - an
increase of almost 100 percent in four years.

If Our Audience Isn’t
Overwhelmed, They
Are Totally Bored!

“Many Marketers Are Observing
Growing Signs Of Content Fatigue”
Demand Metric, Enhancing the Buyer’s Journey,

!
Mathew Sweezey, director of thought leadership at Pardot, @msweezey
71%of buyers have been disappointedby content
Worse yet…

!
64%of buyers only slightly likely to read your content again if their
first experience was disappointing.
And even worse…

70% Of All Marketing Content Goes Unused
Sirius Decisions
70%

Only 42% Of Marketers Say Their Content Marketing
Is Effective
42%CMI, 2014 B2B Content Marketing Survey

How Can I Get
People To Engage
With My Content?
In a recent study by
the Content Marketing
Institute, marketers
rated their biggest
challenge as
‘producing the kind of
content that engages’.

58%© i-on interactive, inc. All rights reserved • www.ioninteractive.com
58% Say Their Content Doesn’t Create Enough
Opportunity For Interactive Or Engagement.
Demand Metric, Enhancing the Buyer’s Journey,

So, What Is Working?

The Content Stampede
Everyone is rushing to create content and
increasing their investment into content marketing.

How Will You Stand Out?
As marketers, it is not our job
to join the stampede, but to
stand out. To be remarkable.
To differentiate.

Interactive content works better
than static content.

Demand Metric,
Enhancing the Buyer’s Journey
0
17.5
35
52.5
70
Passive content Active content
Recent survey data from Demand Metric shows that
marketers who are using interactive content are generating
conversions moderately or very well 70% of the time,
compared to just 36% for passive content.

Demand Metric,
Enhancing the Buyer’s Journey
0
25
50
75
100
educating the buyer differentiating from competitors being shared
Comparing interactive to passive content, interactive content is
somewhat or very effective at educating the buyer (93% versus
70%), differentiating from competitors (88% versus 55%) and
being shared (38% versus 17%).

… the winners in the next revolution will be
creating fun, immersive experiences on a daily
basis for their customers. Like every other
marketing phase, early adopters will ﬂourish and
those late to the game will struggle.
!
~Schaefer Marketing Solutions, The Future of Digital Marketing  
will be Built on Fun
“
”

!
“Content is no longer novel; just having it
provides no value to consumers.
!
Marketers must produce content that
adds value in order engage customers.
!
The true measure of content is the
experience the person has with it.”

Turn Static Content Into Interactive Experiences
Marketing Apps Are Your Content Marketing Purple Cow
Take the ﬁrst opportunity you have of making an impression
on your visitors and be easy, enjoyable, useful and interactive.

Here are a few types of marketing apps and
examples for overcoming content overload.

Conversion Path
Conversion paths give the visitor the opportunity to
choose what content is actually relevant to them, and
avoids the possible information plague.
Self-segmentation
Visual prominence
of incentive

Avon gives the visitors the choice of seeing what they
came to the page to find in the first place. It’s a fast
answer to the visitor’s question.

Assessment
In an assessment, visitors answer a set of questions in
order to see a personalized score or recommendations.

ion’s own post-click assessment allows visitors to step
through 15 questions to receive a personalized score and
recommendations for improving the visitor’s campaign pages.

Quiz
A quiz is a smaller version of an assessment— 
typically 5 or fewer questions.

BIGSTOCK offers a completely entertainment-based quiz for what
stock image the visitor is, providing an engaging and fun experience
while making the visitor aware of what their brand can provide to them.

Calculator
A calculator allows a visitor to easily determine a
speciﬁc numerical output, such as savings, ROI or
pricing computations.
Prominent, simple form
Dynamic price range based off answer
RFP incentive for more detailed pricing

AT&T provides a data calculator to their visitors to see their estimated
data usage per month, setting the expectations early and offering
knowledge on how the visitor’s data is being used.

Game
A game theme, typically characterized by visitors
reaching a certain score through interactions with
your page, can make an online digital experience
instantly fun.
The Game of HR
Learn all the answersLearn all the answers
in this FREE reportin this FREE report
Which do you think it was?
Playful and engaging layout Directional cue to upsell full report

Nike has turned their Nike+ efforts into a game utilizing
their Fuelband, SportsWatch, or Running app. Visitors
are able to compete and play with friends to win by
accumulating the most activity and movement.

Interactive White Paper / Ebook
Take your white paper content and turn it into a navigable
‘microsite’, injecting other marketing apps throughout.
Visitors can immerse themselves in your content on their
own terms.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Learn More about whatLearn More about what
Interactive white papersInteractive white papers
Target & Inform your
Customers with
Interactive White Papers
Take a Quiz
White Paper White Paper
Quickly navigate
through content
Playful and engaging layout Organize your Information

Google released a fun interactive eBook and browsers
and the web that really keeps the visitor’s attention. The
visitor is able to navigate to whichever section they are
interested in first, while clicking on links throughout the
test to get clarification on a subject before moving on.

How Do We Know This
Works?
!
!
The Results

Marketing apps can completely transform your
content engagement and increase leads & sales
in a measurable way.

Thank you!
!!
www.ioninteractive.com
@ioninteractive
info@ioninteractive.com
!!
See more marketing app examples at 
http://ioninteractive.com/marketing-app-examples 

Interactive Content Marketing That Gets Results

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