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Interactive Content Marketing That Gets Results
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Transcript of Interactive Content Marketing That Gets Results
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Interactive Content Marketing That Gets Results!
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What’s Inside
• The state of content marketing
• The content overload problem
• Content consumption trends
• Transforming static content with interactivity
• Tons of stats and examples!
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The Obvious Facts About Content Marketing
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Content Is King.
This meme isn’t new. But content marketing has reached a fever pitch in the last 12-24 months.
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73% Have A Person Who Oversees Content Marketing StrategyCMI, 2014 B2B Content Marketing Survey
27%
73%
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Content Marketing Is The Top Marketing Investment For The Next 12 MonthsDemand Metric Lead Generation Benchmark Report
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30% Of Budgets Are Allocated To Content MarketingCMI, 2014 B2B Content Marketing Survey
30%
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93% Surveyed Use Content MarketingCMI, 2014 B2B Content Marketing Survey
93%
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73% Are Producing More Content Than They Did A Year Ago.CMI, 2014 B2B Content Marketing Survey
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58% Plan To Increase Their Content Marketing Budget Over The Coming YearCMI, 2014 B2B Content Marketing Survey
58%
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Clearly, we’ve jumped on the content marketing bandwagon.
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But Is It All Rosy?The Other Side of the Content Marketing Fever
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Modern marketers are now virtually churning
out content like a factory.
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But This Means Our Audience Is Totally Overwhelmed By
The Deluge Of Content Available
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In 2008, just 6 years ago — the average American spent
33 minutes per week reading and 6.56 hours consuming
digital content (TV, Internet, or mobile content). !
!
!
!
As of this year, that number has reached 12 hours - an
increase of almost 100 percent in four years.
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If Our Audience Isn’t Overwhelmed, They Are Totally Bored!
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“Many Marketers Are Observing Growing Signs Of Content Fatigue”Demand Metric, Enhancing the Buyer’s Journey,
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!Mathew Sweezey, director of thought leadership at Pardot, @msweezey
71% of buyers have been disappointed by content
Worse yet…
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!Mathew Sweezey, director of thought leadership at Pardot, @msweezey
64% of buyers only slightly likely to read your content again if their
first experience was disappointing.
And even worse…
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70% Of All Marketing Content Goes UnusedSirius Decisions
70%
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Only 42% Of Marketers Say Their Content Marketing Is Effective
42%CMI, 2014 B2B Content Marketing Survey
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How Can I Get People To Engage With My Content?
In a recent study by the Content Marketing
Institute, marketers rated their biggest
challenge as ‘producing the kind of content that engages’.
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58%© i-on interactive, inc. All rights reserved • www.ioninteractive.com
58% Say Their Content Doesn’t Create Enough Opportunity For Interactive Or Engagement. Demand Metric, Enhancing the Buyer’s Journey,
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So, What Is Working?
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The Content StampedeEveryone is rushing to create content and
increasing their investment into content marketing.
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How Will You Stand Out?As marketers, it is not our job to join the stampede, but to
stand out. To be remarkable. To differentiate.
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Interactive content works better than static content.
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Demand Metric, Enhancing the Buyer’s Journey
0
17.5
35
52.5
70
Passive content Active content
Recent survey data from Demand Metric shows that marketers who are using interactive content are generating
conversions moderately or very well 70% of the time, compared to just 36% for passive content.
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Demand Metric, Enhancing the Buyer’s Journey
0
25
50
75
100
educating the buyer differentiating from competitors being shared
Comparing interactive to passive content, interactive content is somewhat or very effective at educating the buyer (93% versus 70%), differentiating from competitors (88% versus 55%) and
being shared (38% versus 17%).
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… the winners in the next revolution will be
creating fun, immersive experiences on a daily
basis for their customers. Like every other
marketing phase, early adopters will flourish and
those late to the game will struggle.
!~Schaefer Marketing Solutions, The Future of Digital Marketing will be Built on Fun
“
”© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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!Mathew Sweezey, director of thought leadership at Pardot, @msweezey
“Content is no longer novel; just having it provides no value to consumers. !
Marketers must produce content that adds value in order engage customers. !
The true measure of content is the experience the person has with it.”
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Turn Static Content Into Interactive Experiences Marketing Apps Are Your Content Marketing Purple Cow
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Take the first opportunity you have of making an impression on your visitors and be easy, enjoyable, useful and interactive.
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Here are a few types of marketing apps and examples for overcoming content overload.
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Conversion PathConversion paths give the visitor the opportunity to
choose what content is actually relevant to them, and
avoids the possible information plague.
Self-segmentation
Visual prominenceof incentive
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Avon gives the visitors the choice of seeing what they came to the page to find in the first place. It’s a fast
answer to the visitor’s question.
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AssessmentIn an assessment, visitors answer a set of questions in
order to see a personalized score or recommendations.
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ion’s own post-click assessment allows visitors to step through 15 questions to receive a personalized score and
recommendations for improving the visitor’s campaign pages.
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QuizA quiz is a smaller version of an assessment— typically 5 or fewer questions.
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BIGSTOCK offers a completely entertainment-based quiz for what stock image the visitor is, providing an engaging and fun experience
while making the visitor aware of what their brand can provide to them.
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CalculatorA calculator allows a visitor to easily determine a
specific numerical output, such as savings, ROI or
pricing computations.
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Prominent, simple form
Dynamic price range based off answer
RFP incentive for more detailed pricing
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AT&T provides a data calculator to their visitors to see their estimated data usage per month, setting the expectations early and offering
knowledge on how the visitor’s data is being used.
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GameA game theme, typically characterized by visitors
reaching a certain score through interactions with
your page, can make an online digital experience
instantly fun.
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The Game of HR
Learn all the answers Learn all the answers in this FREE reportin this FREE report
Which do you think it was?
Playful and engaging layout Directional cue to upsell full report
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Nike has turned their Nike+ efforts into a game utilizing their Fuelband, SportsWatch, or Running app. Visitors
are able to compete and play with friends to win by accumulating the most activity and movement.
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Interactive White Paper / EbookTake your white paper content and turn it into a navigable
‘microsite’, injecting other marketing apps throughout.
Visitors can immerse themselves in your content on their
own terms.
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Learn More about what Learn More about what Interactive white papersInteractive white papers
Target & Inform your Customers with Interactive White Papers
Take a Quiz
White Paper White Paper
Quickly navigatethrough content
Playful and engaging layout Organize your Information
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Google released a fun interactive eBook and browsers and the web that really keeps the visitor’s attention. The visitor is able to navigate to whichever section they are interested in first, while clicking on links throughout the test to get clarification on a subject before moving on.
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How Do We Know This Works?
!
!
The Results
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Marketing apps can completely transform your
content engagement and increase leads & sales
in a measurable way.
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Thank you! !!www.ioninteractive.com
@ioninteractive
!!See more marketing app examples at http://ioninteractive.com/marketing-app-examples
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