The Interactive Content Playbook

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

Your Interactive Content Playbook

http://www.ioninteractive.com

What Is Interactive Content?




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, etc.

Interactive content: Browser-based digital content experiences designed for visitor participation



“The writing is on the wall: interactive content is the future

of content marketing.” -buzzstream.com


http://buzzstream.com


Yes, but does YOUR organization need interactive

content?



Assess your content maturity

How would you characterize the nature of your content? all passive some interactive extensive interactive

How effective is your content at educating your buyer? not at all somewhat very

How effective is your content at differentiating your brand? not at all somewhat very

How effective is your content at getting shared socially? not at all somewhat very

How effective is your content at converting your visitors? not at all somewhat very

How effective is your content at generating organic traffic? not at all somewhat very

How would you characterize your content measurement? weak room for improvement strong

Are you able to surface content consumption & outcomes to sales in a meaningful, contextual way? not at all somewhat yes

How effective are you at re-using and re-purposing your content? not at all somewhat very

Lots of red & yellow answers? Interactive content can help solve these challenges!



Ok, so if you need interactive content, what kind should

you launch?



interactive white paper

or eBook

interactive infographic lookbook quiz solution

builder assessment configurator calculator

Your white paper becomes… X X

Your product brochure

becomes…X X

Your pricing sheets become… X

Your infographic becomes… X X

Your research becomes… X X X X

Your product specs become… X

Your solution briefs become… X X X

Transform Your Static Content Into…



early mid late

ebook X X

interactive white paper X X

interactive infographic X

lookbook X

quiz X X

game X X

assessment X X

configurator/solution builder X X

calculator X X

And Leverage Interactive Content Across The Buyer’s Journey:



interactive white paper

or eBook

interactive infographic lookbook quiz contests/

gamesassessment/scorecard

solution builder /

configuratorcalculator

trade show X X X X

social X X X X

paid search X X X X

organic X X X X X X X

display X X X X

3rd party email X X

house email X X X X X X

native advertising X

And Consider How You Use Interactive Content Across Your Campaigns And Types Of Traffic…


Ok, But How Much Effort Should You Invest In Interactive Content?




Consider how valuable a particular interactive content experience is likely to be for your buyer and for your company…

Will your audience find it helpful or useful? unlikely somewhat

likely very likely

Will your audience find this entertaining or educational? unlikely somewhat

likely very likely

Will it be the type of experience your audience will want to share? unlikely somewhat

likely very likely

Will you have a clear call to action such as lead conversion, purchase or contact

sales?no call to

actionsomewhat

likelyprimary

emphasis on call to action

Will it be used across a variety of campaigns and/or types of traffic?

single campaign/type

of traffic

across some campaigns/

traffic

yes, many campaigns/

traffic

Is it time-based (usefulness will expire), or can be useful over an extended

period of time?1-3 months 3-12 months 12+ months

More green=more potential value!



Use this matrix to determine if you should proceed, based on the intersection of effort expended to create/launch and potential value:

high value mid value low value

high effort (think: 5+ days of effort) yes! consider avoid

mid effort (think: 2-5 days) yes! yes! avoid

low effort (think: <1 day) yes! yes! yes!


So, What Process Should You Follow, And What Team Do You Need?




STEP 1

Brainstorm

STEP 2 Concept Brief

STEP 3 Interactive WireframeSTEP 4 Design & Build

STEP 5 QA

STEP 6 Launch

STEP 8 Review & Measurement

STEP 7 Promote

Interactive Content Project Plan



Background ✓ Source content ✓ Traffic ✓ Success measurements ✓ Technical considerations ✓ Samples/examples Details ✓ Overview ✓ Content outline Data flow ✓ Marketing insights ✓ Sales insights ✓ Data hand off Next steps Additional opportunities

Step 2, The Concept Brief Is The Key To Success! It’s A Narrative For All Stakeholders To Review, Before You Create/Launch.



And Step 3, The Interactive Wireframe Helps Ensure The User Experience Is Nailed Down Before Design And Content Are

Added. Creating An Interactive Wireframe Speeds Up The Process And Helps Ensure There Are No Surprises Along The Way.

interactive wireframe final content experience



brainstorm concept brief interactive wireframe

design & build QA launch promote measure

Marketing manager

Project manager

Content marketer

Copywriter/editor

Web developer

Web designer

Web analyst

Consider The Roles You Will Need To Fill By Your Team Before You Start…



brainstorm concept brief interactive wireframe

design & build QA launch promote measure

Marketing manager

Web designer

Web analyst

But This Might Be A More Realistic View For Many Organizations Where The Marketing Teams Wear Many Hats!


Ok, So What About Interactive Content Measurement?




Use Behavioral Tagging To Gain Insight Into What Content Your Visitors Are Consuming



1+ 1+

1+ 1+1+

Increment A Point Each Time Your Visitor Takes Any Action Inside The Interactive Content Experience



And Then Surface That Engagement/Content Consumption To Your Sales Team!



How are you doing with the measurement basics for your interactive content?

You measure bounce rate for the interactive content experience, by traffic source and/or

campaign.no yes

You measure time spent for the interactive content experience, by traffic source and/or campaign. no yes

You measure conversion rate for the interactive content experience, by traffic source and/or

campaign.no yes

You track and evaluate visitor behavior to understand what’s working, and what’s not. no yes

You use engagement scores for your interactive content to understand content consumption. no yes

You surface visitor behaviors, outcomes and engagement scores to sales in a contextually

meaningful way.no yes



Thanks!Learn more about how we

can help you rapidly deploy effective, engaging interactive content.

Sales: 561-235-7474 [email protected]


mailto:[email protected]