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Producing Engaging Content
1.
Producing engaging content
Differentiate. Engage. Scale. Measure. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
2.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com What’s Inside • Content marketing challenges • Scaling your existing content • How interactive content can help • Types of interactive content
3.
Marketers are facing
some content challenges. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
4.
B2B Content Marketing
Challenges Producing engaging content 54% Measuring content effectiveness 49% Producing a variety of content 42% © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com 2015 B2B content marketing trends, Content Marketing Institute
5.
B2C Content Marketing
Challenges Measuring content effectiveness 51% Producing engaging content 50% Producing a variety of content 40% © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com 2015 B2c content marketing trends, Content Marketing Institute
6.
A recent Demand
Metric report showed: Many marketers are observing growing signs of content fatigue. Demand Metric, Enhancing the Buyer’s Journey, “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
7.
% 37 B2C
38 % B2B Marketers Marketers say their content marketing is effective 2015 B2C content marketing trends, Content Marketing Institute © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Only
8.
58 A whopping
% say their content doesn’t create enough opportunity for engagement Demand Metric, Enhancing the Buyer’s Journey, © i-on interactive, inc. All rights reserved • www.ioninteractive.com
9.
The Year Of
Content Overload Our audience is literally drowning in content. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
10.
Sirius Decisions says
one of the most critical mistakes a company can make is having… “Too much content.” Sirius Decisions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
11.
70 % of
all marketing content goes unused Sirius Decisions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
12.
This stark statistic
underscores the urgent need for a content revolution… © i-on interactive, inc. All rights reserved • www.ioninteractive.com Sirius Decisions “ ”
13.
Houston... we have
a problem © i-on interactive, inc. All rights reserved • www.ioninteractive.com
14.
Content Marketing Challenges…
Spending is up Effort is up Low scores for effectiveness Not engaging Drowning in content © i-on interactive, inc. All rights reserved • www.ioninteractive.com
15.
The trick is
to figure out how you can scale your content across the buyer’s journey & transform static content into interactive experiences. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
16.
Take your average
white paper, for example. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
17.
Great for lead
gen. Great for buyer education. You hope. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
18.
But that doesn’t
have to be the end of it… © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
19.
interactive infographic interactive
white paper © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com assessment early buyer journey content early & mid buyer journey content mid & late buyer journey content Transform that white paper into… …3 interactive experiences for each stage of the buyer’s journey.
20.
Interactive content experiences
are: Great for audience engagement. Great for buyer education. Great for lead gen & demand gen. Great for content scaling. Great for measurement. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
21.
Types of existing
content you can scale… © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com White Papers Solution Briefs Product Brochures & Spec Sheets Research Reports Pricing Spreadsheets Infographics
22.
This content scales
into…. ASSESSMENTS CONFIGURATORS CALCULATORS INTERACTIVE WHITE PAPERS LOOKBOOKS QUIZZES GAMES INTERACTIVE INFOGRAPHICS © i-on interactive, inc. All rights reserved • www.ioninteractive.com
23.
Your White Paper
Becomes © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive White Paper Interactive Infographic Interactive Assessment
24.
Your Research Becomes
Interactive Infographic Quiz Assessment © i-on interactive, inc. All rights reserved • www.ioninteractive.com
25.
Your Infographic becomes
Interactive Infographic Quiz © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
26.
Your Solution Brief
Becomes © i-on interactive, inc. All rights reserved • www.ioninteractive.com Solution Builder Calculator
27.
Your Product Brochure
Becomes © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive Lookbook Product Configurator © i-on interactive, inc. All rights reserved • www.ioninteractive.com
28.
We call these
types of interactive experiences marketing apps © i-on interactive, inc. All rights reserved • www.ioninteractive.com
29.
Marketing Apps are
useful browser-based digital content experiences designed for visitor participation ©© i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom © i-on interactive, inc. All rights reserved • www.ioninteractive.com
30.
Feedback Loop ©©
i- oi-no nin itnetrearcatcivtiev,e i,n icn.c A. lAl lrli grihgthst sre rseesrevrevde d • • w wwwww.io.inoinnitnetrearcatcivtiev.ec.ocmom © i-on interactive, inc. All rights reserved • www.ioninteractive.com A marketing app typically includes some sort of feedback loop where the outcome is directly impacted by the interaction of the visitor.
31.
70 % VS
% INTERACTIVE CONTENT 36 PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com Percentage of respondents that indicated their content performed moderately or very well…
32.
Comparing interactive to
passive content, interactive content is somewhat or very effective at... educating the buyer 93 % VS 70 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
33.
Comparing interactive to
passive content, interactive content is somewhat or very effective at... differentiating from competitors 88 VS % 55 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
34.
Comparing interactive to
passive content, interactive content is somewhat or very effective at... being shared 38 VS % 17 % INTERACTIVE CONTENT PASSIVE CONTENT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
35.
Clearly, interactive content
just works better than static content © i-on interactive, inc. All rights reserved • www.ioninteractive.com
36.
Why Marketing Apps
Work So Well: ENGAGING USEFUL DIFFERENTIATED SCALABLE EFFECTIVE MEASURABLE © i-on interactive, inc. All rights reserved • www.ioninteractive.com
37.
Types of Marketing
Apps © i-on interactive, inc. All rights reserved • www.ioninteractive.com
38.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Quizzes Quizzes are addictive little buckets of fun that can generate leads and social shares at pretty amazing rates. People like to compete to win recognition almost as much as they love to compete for more tangible prizes. Use early in the buyer’s journey.
39.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lookbook Lookbooks slice straight through the verbal clutter with powerful, attention-grabbing visuals. Early in the journey, they provide visually-driven products or concepts with an engaging, simple canvas. They can also result in strong social sharing and lead-gen performance. Use at all stages of the buyer’s journey
40.
Interactive Infographic Interactive
infographics turn facts and soundbites into engaging and entertaining fun. Using them early in the buyer’s journey generates social sharing. They are also highly measurable — revealing which factoids are most compelling for people. Use early & mid in the buyer’s journey. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
41.
Assessments When it’s
time to truly engage in a useful dialog, it’s time to put assessments to work. They’re strategically designed to identify pains and opportunities while providing genuine value and recommendations to buyers. Assessments are great for engagement for early stage buyers and for education of a middle stage buyer. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
42.
Calculators When you
want to illustrate potential quantifiable outcomes, calculators are the go-to marketing app. They can provide compelling, hard evidence that builds credible need in the critical nurture period between attention and action. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
43.
Solution Builders Solution
builders answer the question — what is right for me? The help the buyer understand conceptually what they need. This makes solution builders invaluable in © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com mid-journey qualification.
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Configurators Configurators are
a specific version of solution builders — enabling buyers to match their needs to your product, service or solution. This provides immediate feedback to marketing and sales to qualify and surface the most qualified prospects. Use late in © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com the buyer’s journey.
45.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com eBooks Great for longer format content. It’s especially effective as a 'create your own story' version where the behavioral feedback loop to sales and marketing illuminates pains, opportunities and qualification.
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Interactive White Papers
The ‘snackable’ version of eBooks, can provide snippets of expandable content allowing the visitor to determine how deep they want to go. Highly visual, typically including several engaging elements including content quizzes, very effective at allowing visitors to step through your story. Can surface great behavioral insights to sales. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
47.
Conversion Path How
to Use Marketing Apps Across the Buyer’s Journey © i-on interactive, inc. All rights reserved • www.ioninteractive.com
48.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Early Stage Begin the dialog. Design for content engagement. Seek to educate. EBOOKS INTERACTIVE WHITE PAPERS INTERACTIVE LOOKBOOKS QUIZZES SURVEYS ASSESSMENTS INFOGRAPHICS
49.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Mid Funnel Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones. EBOOKS INTERACTIVE WHITE PAPERS SURVEYS ASSESSMENTS CONFIGURATORS CALCULATORS
50.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Late Stage ASSESSMENTS SOLUTION BUILDERS CONFIGURATORS CALCULATORS Create a ready buyer. Emphasis on buyer self education. Surface deep insights to sales.
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Marketers must produce
content that adds value in order to engage customers. The true measure of content is the experience the person has with it. Mathew Sweezey, Director of Thought Leadership at Pardot “ ” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
52.
Content Marketing Can:
BE EFFECTIVE BE SCALABLE DRIVE ENGAGEMENT DRIVE DEMAND BE MEASURABLE © i-on interactive, inc. All rights reserved • www.ioninteractive.com
53.
ion can help!
We help customers concept, create and launch differentiated digital experiences. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com www.ioninteractive.com @ioninteractive info@ioninteractive.com
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