Upload
ion-interactive
View
2.039
Download
2
Embed Size (px)
Citation preview
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