Designing Interactive Content for Lead GenerationMoving Marketing from Communications to Experiences

Scott Brinker@chiefmartec

Co-founder & CTOSoftware and servicesfor interactive content.

Author & EditorBlog on the entwining of marketing & technology.

Program ChairMarketing techconference.

My company.

You are

here.

You are

here.

This is a dead ebook.

The Law of Sh*tty Clickthroughs

The Law of Shitty Clickthroughs by Andrew Chen, http://andrewchen.co/the-law-of-shitty-clickthroughs/

Only a small numberof content assets gain significant popularity. Most become a drop in

the “Long Tail” ocean.

Asymptotically Impossible to Break ThroughAvailable Audience Attention

Available Content= Average Attention

Available Per Content Asset

This number continuously drops.

time

cont

ent i

nnov

ation

1. Web pages

2. Rich contentvideo, infographics, responsive web, HTML5

foundation of digital content marketing

time

cont

ent i

nnov

ation

1. Web pages

2. Rich content

3. Personalization

4. Interactive content

video, infographics, responsive web, HTML5

foundation of digital content marketing

dynamically substituted content based on visitor’s profile

interactive experiences with programmatic flow and logic

Going up this axis is all about breaking through the noisePASSIVE

INTERACTIVE

Interactive ContentContent that has software functionality.

The audience actively participates insteadof just passively consuming it.

_________________ are to __________________ what ________________ is to ___________.

BuzzFeed quizzesinteractive content

National Enquirerjournalism

Very

ineffec

tive

Somew

hat in

effec

t.

Neithe

r

Somew

hat e

ffect.

Very

effect

ive0%

20%40%60%

2%13% 15%

64%

6%0% 2% 5%

48% 45%

Passive InteractiveHow effective is content at educating buyers?

Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014

93% vs. 70%

Media Messages what it sayswhere andhow it appears

most digital marketing innovation to date (“the medium is the message”)

Media Messages

Mechanisms the next big wave of marketing innovation (“the mechanism is

the message”)

what it sayswhere andhow it appears

how it behaves

form

function

Engagement Axis

Busin

ess M

odel

Axi

s

FREE/OPEN

FREEMIUM

PAID/GATED

PASSIVE INTERACTIVE

Websites

BlogsSocial Media

eBooksWebinarsWhite

Papers

Native Mobile Apps

INTERACTIVE CONTENT

Interactive White Papers

Interactive eBooks

Configurators

Assessment Tools

Contests

LookbooksGalleries

Workbooks

Guided Tours

Games

CalculatorsQuizzes

Sweepstakes

native mobile apps are

inherently gated by an installation

premium passive content is typically gated behind a form

most passive content is free and low-engagement

70%conversion rate

How well does content convert visitors?

Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014

0%

10%

20%

30%

40%

50%

60%

3%

22%

39%32%

4%0%

7%

23%

56%

14%

70% vs. 36%

Very

infreq

uentl

y

Infreq

uentl

y

Neutra

l

Frequ

ently

Very

frequ

ently

0%10%20%30%40%50%60%

6%

38% 39%

15%2%5% 7%

50%

21% 17%

Passive InteractiveHow frequently is content shared by visitors?

Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014

38% vs. 17%

Digital body language

What is digital body language?

• Website visits• Email opens/clicks• Content downloads• Social media touches

What does it mean?!?

Noisyand not

differentiated

Digital dialogue > Digital body language• website visits• email opens/clicks• content downloads• social media touches

• scenarios calculated• configurations considered• quiz/assessment results• behavior inside content

Digital body language

Digital dialogue

Digital body language Digital dialogue

insig

ht in

to in

divi

dual

buy

ers

CRM

MAP

Sell-Side Experience Interactive

Content

contact information, third-party data, and sales rep interactions

buyer’s digital activity

buyer insights from interactive content (shown in buyer’s context)

• website visits• email opens/clicks• content downloads• social media touches

• scenarios calculated• configurations considered• quiz/assessment results• behavior inside content

This is much more fun than

an ebook.

Scott Brinker@chiefmartec