ion's monthly webinar for March 2015: Learn how to prioritize and manage your interactive content The decision to create interactive content for your audience is one thing, but balancing and prioritizing is another. In “Balancing Your Interactive Content Priorities," get the rundown on how much energy you should expect to commit to interactive content. Get tips on: - Deciding what interactive content you need - How to set priorities - How to allocate time, resources and budget - How long to plan from concept to launch Lastly, see the effort and value of creating interactive content without versus with an interactive content software—like ion.

1. INTERACTIVE
INFOGRAPHIC
INTERACTIVE
WHITE PAPER
Prioritizing & Managing
Interactive Content

2. What’s Inside…
‣ Deciding what type of interactive
content you need & determining
how much effort you should spend
on it!
‣ Goals
‣ Audience
‣ Distribution/Promotion
‣ Effort versus value
‣ Resource considerations
‣ Roles
‣ Process

3. Types of Interactive Content
EBOOKS
INTERACTIVE
WHITE PAPERS
SURVEYS ASSESSMENTSQUIZZESLOOKBOOKS
INTERACTIVE
INFOGRAPHICS
SOLUTION
BUILDERS
CONFIGURATORSCALCULATORS
CONTESTS
& GAMES
SOLUTION
FINDER
Interactive content offers a feedback loop, engaging the visitor with
participation, with the outcome and path determined by the user.

4. Deciding What Interactive
Content To Launch
• Goals
• Audience & Buyers Journey/
Funnel
• Distribution/Promotion
• Effort & Value
• Resources/Budget
• Existing Content
Take into consideration:

5. Common Goals
Engagement
Consumption
Education
Social Sharing
Lead Gen
Lead Nurture /
Funnel Acceleration
Purchasing
Upsell / Cross Sell
Retention

6. “I want a
calculator.” “Great! Tell me more.
Why do you want a
calculator? What are
your goals for the
calculator?”
“To get people to
calculate.”
“OK, great. Why?
What is
calculating
important?”
“So they can
see the price,
dummy!”

7. “Why is calculating
important?”
“When they see how great
our prices are, and our
volume discounts, they
will buy on the spot!”

8. “Ah, so the goal of
your calculator is to
drive sales—perfect!”
Focus on the business goal for interactive content.
Begin with the end in mind.

9. Know your goals before choosing the type of
interactive content you need
Engagement
Consumption
Education
Social Sharing
Lead Gen
Lead Nurture /
Funnel Acceleration
Purchasing
Upsell / Cross Sell
Retention

10. Interactive Content Examples to Fit Your Goals
Engagement
• Quizzes
• Interactive Infographic
• Calculators
Lead Gen
• Assessment
• Microsites
• Interactive White Paper
• Configurators
Education &
Consumption
• Interactive White Paper
• Assessments
• Microsites
Sharing
• Quizzes
• Games
• Lookbooks
Lead Nurture
/ Acceleration
• Configurators
• Calculators
Purchase
• Configurators
• Calculators

11. Another thing to define before you choose a type of interactive
content: what part of the buyer’s journey are you targeting?
EARLY
Focus on:
Awareness
Education
MID
Focus on:
Education
Acceleration
LATE
Focus on:
Acceleration
Decision Making

12. Early Stage
• Awareness
• Education
CONTESTS &
GAMES
INTERACTIVE
INFOGRAPHIC
ASSESSMENTSQUIZZES LOOKBOOKS
Types of interactive content to fit the early stage:

13. Mid Stage
• Education
• Acceleration
ASSESSMENTSINTERACTIVE
WHITE PAPERS
SOLUTION
FINDER
QUIZZES EBOOKS
Types of interactive content to fit the mid stage:

14. Late Stage
• Acceleration
• Decision Making
CALCULATORS
SOLUTION
BUILDER
CONFIGURATORS
Types of interactive content to fit the late stage:

15. Another thing to define before you choose a type of interactive content:
how do you plan on promoting and distributing your interactive content?
Social
Paid Social
Third Party Email
“House” Email/Nurture
Paid Search
Organic Search
Display
Native Advertising
Trade Show & Events

16. Distribution / Promotion by “Weight” of Content
Lighter content is for early-stage buyers, and is for easy, simple engagement (it doesn’t require a
lot of your visitor). Heavier content is for later-stage buyers and can be require more time and
attention commitment.
Light Content (Early Stage)
Trade Show
Social
Paid Search
Organic
Display
Medium Content (Mid Stage)
Native Ad
Third Party Email
House Email
Paid Search
Organic
Display
Heavy Content (Mid to Late Stage)
House Email
Paid Search
Organic
Native

17. • Trade Show
• Social
• Paid Search
CONTESTS &
GAMES
INTERACTIVE
INFOGRAPHIC
ASSESSMENTSQUIZZES LOOKBOOKS
• Organic
• Display
Light (Early)
Types of light interactive content for the early stage:

18. ASSESSMENTSINTERACTIVE
WHITE PAPERS
SOLUTION
FINDER
QUIZZES EBOOKS
Medium (Mid)
• Native Ad
• 3rd Party Email
• House Email
• Paid Search
• Organic
• Display
Types of medium interactive content for the mid stage:

19. ASSESSMENTSINTERACTIVE
WHITE PAPERS
SOLUTION
FINDER
QUIZZES EBOOKS
Heavy (Mid - Late)
• Native Ad
• 3rd Party Email
• House Email
• Paid Search
• Organic
• Display
Types of heavy interactive content for the mid to late stage:

20. Is the effort you’ll put into the interactive content worth it?
The value of interactive content is
based on your goals, your promotional
plans and the effort involved. Use a
little back of the napkin chart to check
your gut.

21. HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALUE
EXAMPLE:
A sophisticated product configurator for a low priced,
low value product, for a small campaign or target
audience.
High Effort, Low Value
EFFORT

22. HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALUE
EXAMPLE:
A sophisticated product configurator for a low priced,
low value product, for a small campaign or target
audience.
High Effort, Low Value
EFFORT

23. EXAMPLE:
A quiz that provides educational
or thought leadership content for
a large audience/campaign.
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALUE
High Value,
Low Effort
VALUE

24. EXAMPLE:
A quiz that provides educational
or thought leadership content for
a large audience/campaign.
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALUE
High Value,
Low Effort
VALUE

25. EXAMPLE:
A complex configurator for a high-
price point product, regardless of
audience size.
HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALUE
High Value,
High Effort
VALUE &
EFFORT

26. HIGH
MEDIUM
LOW
LOW MEDIUM HIGH
EFFORT
VALUE
High Value,
High Effort
VALUE &
EFFORT
EXAMPLE:
A complex configurator for a high-
price point product, regardless of
audience size.

27. How much time should you invest in interactive
content, based on value to the organization?
• High value: 1-7 days
• Medium value: 2-4 days
• Low value: <1 day
Guidelines for the average time per interactive content
experience (assuming you are using interactive
content software—like ion):

28. Resource Considerations
• How fast does it need to get
to market?
• What resources are available?
• Opportunity cost of using/not
using resources
• Opportunity cost of launching/
not launching
• Complexity of build & launch
• What content is already available
• Low hanging fruit

29. The Process & Roles of Creating Interactive Content
Review &
Measurement
Brainstorm
& Planning
Interactive
Wireframe
Design
& Build
Content
Creation
or Editing
QA Launch PromoteConcept
Brief
Project
Manager
Content
Marketer
Copywriter Web
Developer
Designer
Web
Analyst

30. Review &
Measurement
Brainstorm
& Planning
Interactive
Wireframe
Design
& Build
Content
Creation
or Editing
QA Launch PromoteConcept
Brief
Project
Manager
Content
Marketer
Copywriter Web
Developer
Designer
Web
Analyst
Process & Roles

31. Review &
Measurement
Brainstorm
& Planning
Interactive
Wireframe
Design
& Build
Content
Creation
or Editing
QA Launch PromoteConcept
Brief
Project
Manager
Content
Marketer
Copywriter Web
Developer
Designer
Web
Analyst
Process & Roles

32. Review &
Measurement
Brainstorm
& Planning
Interactive
Wireframe
Design
& Build
Content
Creation
or Editing
QA Launch PromoteConcept
Brief
Project
Manager
Content
Marketer
Copywriter Web
Developer
Designer
Web
Analyst
Process & Roles

33. Review &
Measurement
Brainstorm
& Planning
Interactive
Wireframe
Design
& Build
Content
Creation
or Editing
QA Launch PromoteConcept
Brief
Project
Manager
Content
Marketer
Copywriter Web
Developer
Designer
Web
Analyst
Process & Roles

34. Review &
Measurement
Brainstorm
& Planning
Interactive
Wireframe
Design
& Build
Content
Creation
or Editing
QA Launch PromoteConcept
Brief
Project
Manager
Content
Marketer
Copywriter Web
Developer
Designer
Web
Analyst
Process & Roles

35. Review &
Measurement
Brainstorm
& Planning
Interactive
Wireframe
Design
& Build
Content
Creation
or Editing
QA Launch PromoteConcept
Brief
Project
Manager
Content
Marketer
Copywriter Web
Developer
Designer
Web
Analyst
Process & Roles

36. Roles with Interactive Content Software:
No web developer or designer needed
Review &
Measurement
Brainstorm
& Planning
Interactive
Wireframe
Design
& Build
Content
Creation
or Editing
QA Launch PromoteConcept
Brief
Project
Manager
Content
Marketer
Copywriter Web
Developer
Designer
Web
Analyst

37. What to Consider When Deciding on
Interactive Content‣Goals
‣Effort & value
‣Opportunity cost of launching/not
launching
‣What content is already available
‣What resources are available
‣Opportunity cost of using/not using
resources
‣Complexity of build & launch
‣Low hanging fruit

38. We can help!
Learn more about how we can help you
rapidly deploy interactive content
experiences without development.
Sales: (561) 235.7474
Main: (888) ion.idea (466.4332)
info@ioninteractive.com
www.ioninteractive.com
@ioninteractive