Boost Your Content Marketing Results

Boost Your Content Marketing Results Measure & Maximize Engagement, Lead Generation, Quality And Profiling.

What’s insideContent marketing today

Interactive content marketing for lead gen

Testing interactive content for higher conversions

What to measure

Surfacing lead quality to sales—nirvana!

• Interactive white papers & eBooks• Online calculators• Interactive infographics • Online configurators • Assessments & quizzes

First… Hot off the press stats

Content marketing is ubiquitous

Lead gen, sales, nurturing, awareness and engagement are the goals

Engagement, measurement, repurposing and visual content are the priorities

Engagement, measurement, repurposing and ROI are the challenges

Sales lead quality, sales, conversion rates, and lead quantity are the success metrics

Sales lead quality is where it’s at

Spending is rising

We’re making more content

Of all marketing content goes unused

Sirius Decisions

70 %

But…

Sirius Decisions

Too much content.“ ”Sirius Decisions

And here’s the disturbing news…

Only 30% say they are effective

(down from 38% last year)

We have a content marketing problem.

Why?

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Static content provides limited opportunity for

engagement, insights & effectiveness.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

The writing is on the wall:

interactive content is the future of content

marketing. BuzzStream

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

“”

Interactive content:Browser-based digital content experiences designed

for visitor participation

Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted by the interaction of the visitor.

Think: Quizzes, calculators, configurators, assessments, interactive white papers, guides, eBooks, etc.

Comparing interactive to passive content, interactive content is effective at...

educating the buyer

93 % VS 70 %INTERACTIVE CONTENT STATIC CONTENT

differentiating from competitors

88 % VS 55 %INTERACTIVE CONTENT STATIC CONTENT

Comparing interactive to passive content, interactive content is effective at...

being shared

38 % VS 17 %INTERACTIVE CONTENT STATIC CONTENT

Comparing interactive to passive content, interactive content is effective at...

generating conversions

VS 36 %INTERACTIVE CONTENT STATIC CONTENT

%70 %Comparing interactive to passive content, interactive

content is effective at...

Old school content marketing gates (your best content behind the ‘gate’ of a lead gen form) don’t work anymore. Visitors know they can surf away and find another source of

relevant information. To boost results, your content needs to be un-gated and interactive.

Old-School: Static Asset

Old-School: Gated Page

Assessment Interactive White Paper Interactive Infographic

Better Bet: Repurpose static assets into un-gated interactive experiences

Interactive InfographicEarly Buyer Journey Content

Interactive White PaperEarly & Mid BuyerJourney Content

AssessmentMid & Late Buyer Journey Content

Better Bet: Use interactive content across the buyers journey

VS

pass/fail real insights

Plus, static content only provides pass/fail data. Interactive content provides rich insights and measurement

• Interact with an interactive infographic

• Interact with an interactive white paper

• Complete a quiz • Register to download a white

paper • Answer a 15-question self

assessment • Configure a solution • Use an ROI calculator • Use an implementation calculator • Contacted sales

RICH INSIGHTS TO SURFACE TO SALES• View an infographic

• Register to download a white paper

• Click through an email to download a best practices guide

• Read a blog post • View product pages • Download a solution brochure • View the “getting started” page • Attend a webinar • Watch a video • Contact sales

PASS/FAIL VS

measurement of static vs. interactive content marketing

It’s hard to surface buyer insights &

meaningful measurement without

interactions.

Potential for repurposing static content into engaging interactive experiences.

Consider testing opportunities—boost engagement and lead conversions with strategic testing.

Measure key outcomes—how will you determine what’s working and what’s not.

Surface key buyer insights to sales—what information will help sales build better relationships.

Content marketing & lead gen go hand-in-hand:

online white papers & ebooks

Interactive White Paper

Interactive White PaperHow to generate leads with an interactive white paper or eBook:

call to actioncapture leads from visitors who want to download the white paper as a PDF version.

Interactive White PaperHow to test for higher conversion rates:

Read More

Get the Full White Paper

Continue ReadingComplete the form to get the full

White Paper

content accessCan you drive more leads by providing all the content with an optional form?

Interactive White PaperHow to test for higher conversion rates:

Read More

Get the Full White Paper

Continue ReadingComplete the form to get the full

White Paper

content accessCan you drive more leads by providing all the content with an optional form?

Interactive White PaperHow to measure content consumption and engagement:

1+Behavioral Tagging

See what your audience is most interested in.

1+

See Examples

1+

Interactive White PaperSurface prospects to your sales team:

consumption

Show your sales team the

percent of content that the

visitor consumedJoe Smith consumed

80%of the Interactive Content Marketing Toolkit

online configurators

Online Configurator

Online ConfiguratorHow to generate leads with an online configurator:

ResultsLet visitors complete the configurator and see the resulting recommended solutions or products.

Online ConfiguratorHow to test for higher conversion rates on your online configurator:

Results Acce

ss

Will you capture more

leads by giving full access

to the results?

Online ConfiguratorHow to test for higher conversion rates on your online configurator:

Results Acce

ss

Will you capture more

leads by giving full access

to the results?

Online ConfiguratorHow to measure content consumption and engagement

on your online configurator:

Look at Drop offWhat is the tolerance your visitors? Which questions cause the highest drop off?

Bounce Rate highest on third step

Online ConfiguratorAnd don’t forget to surface prospect insights to your sales team:

accelerate d

eals

Information surfaced in an

online experience will help

the sales experience.

Average Budget

online calculators

CalculatorYou can use online, interactive calculators to drive qualified leads

CalculatorHow to generate leads with an online calculator:

Send ResultsOffer to send pricing results from the calculator to the prospect instantly via email.

EMAIL RESULTS

CalculatorHow to generate leads with an online calculator:

Send ResultsOffer to send pricing results from the calculator to the prospect instantly via email.

EMAIL RESULTS

CalculatorHow to test for higher conversion rates on your online calculator:

Results Acce

ss

Can you drive more leads

by providing the results

with an optional form?

CalculatorHow to test for higher conversion rates on your online calculator:

Results Acce

ss

Can you drive more leads

by providing the results

with an optional form?

CalculatorHow to measure content consumption and engagement

on your online calculator/configurator:

EvaluateEvaluate the aggregate responses to understand your audience better.

CalculatorAnd don’t forget to surface prospect insights to your sales team:

Show sales team

Show sales the prospects

actual calculator inputs so

they understand the

buyers unique parameters

and buying situation.

interactive infographics

Interactive InfographicsCan you use an interactive infographic to generate lots of leads?

Interactive InfographicsHow to generate leads with an interactive infographic:

call to

action

Include prominent calls

to action throughout

Interactive InfographicsHow to test for higher conversion rates on your interactive infographic:

Like this infographic?75 Essential Content Marketing StatsEverything you need to know from budgets to metricsto effectiveness. Explore what’s happening with content marketing right now.

Cross - Sell

Offer optional related

content to be emailed to

the visitor at various spots

with the experience.

Interactive InfographicsHow to measure content consumption and engagement on your

interactive infographic:

ScoringEach time a visitor interacts with a page element, increment their score by 1.

1+

1+1+

1+

Interactive InfographicsHow to measure content consumption and engagement on your

interactive infographic:

ScoringEach time a visitor interacts with a page element, increment their score by 1.

1+

1+1+

1+

Interactive InfographicsAnd don’t forget to surface prospect insights to your sales team:

Show Sales

Show sales which

infographic elements the

visitor interacted with.

online assessments & quizzes

Assessments & QuizzesHow to use online assessments and quizzes to

generate lots of qualified leads

Assessments & QuizzesHow to use online assessments and quizzes to

generate lots of qualified leads

Assessments & QuizzesHow to generate leads with an online quiz or assessment:

See resultsLet visitors complete the assessment/quiz and see the results and recommendations

Assessments & QuizzesHow to test for higher conversion rates on your online

quiz or assessment:

Results Acce

ss

Gating the results with a

form is a great A/B test!

Assessments & QuizzesHow to test for higher conversion rates on your online

quiz or assessment:

Results Acce

ss

Gating the results with a

form is a great A/B test!

Assessments & QuizzesHow to measure content consumption and engagement

on your online quiz or assessment:

Look at performanceUnderstand your audience better and gain real insights.

Very High Conversion Rate

Assessments & QuizzesAnd don’t forget to surface prospect insights to your sales team:

Show sales the

answers

Sales can pick up the

personal conversation

exactly where the digital

conversation left off.

ANSWER 8 OF 9

RESULTS

The data shows interactive content can help marketers reach their goals

2X Interactive content is almost 2x more

effective at generating conversions as

static content (70% of the time for

interactive versus 36% for static).

Interactive content helps with 4 out of the top 5 goals

Interactive content helps with 4 of the top 4 priorities

Interactive content helps solve 5 of the top 6 challenges

Interactive content surfaces and facilitates 4 of the top 4 metrics

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Ungated version: 33% MORE leads than the gated version

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Higher lead conversion and improvements to lead scoring

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

26% conversion rate, insight into consumption

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

60% more effective in generating new lead and 40% more effective at

nurturing existing leads

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Interactive content can engage your buyer

in a radically more effective manner, increase lead generation

while surfacing richer insights to sales that helps to

drive revenue.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Check out this ebook for more on this subject:

“interactive content for lead gen” https://paths.ioninteractive.com/lead-gen-results

The end!Thank you! Learn more about how we can help you rapidly deploy effective, engaging interactive content!@annatalerico@ioninteractive