Creating an Interactive Content Strategy that Works with Technology
48
Creating an Interactive Content Strategy that Works with Technology Scott Brinker CTO @ioninteractive @chiefmartec.com
-
Upload
ion-interactive -
Category
Marketing
-
view
9.738 -
download
0
Transcript of Creating an Interactive Content Strategy that Works with Technology
Creating an Interactive Content Strategy that
Works with Technology
Scott Brinker CTO @ioninteractive @chiefmartec.com
Graph by JEGI/Clarity
What exactly is interactive content?
“The medium is the message.” – Marshall McLuhan
the art of
communications
what it says
how and where it
appears
Mechanisms
what it says
how and where it
appears
how it behaves
what it does
the art of
customer experience
Passive Content
Interactive Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs E-books Reports Webinars
Assessments Calculators Configurators Quizzes
But why interactive content?
Source: 2016 B2B Content Marketing Trends—North America, CMI/MarketingProfs
B2B
Source: 2016 B2C Content Marketing Trends—North America, CMI/MarketingProfs
B2C
Engagement Axis
Bus
ines
s M
odel
Axi
s
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE INTERACTIVE
Websites
Blogs Social Media
eBooks Webinars White
Papers
Engagement Axis
Bus
ines
s M
odel
Axi
s
FREE/OPEN
FREEMIUM
PAID/GATED
PASSIVE INTERACTIVE
Websites
Blogs Social Media
eBooks Webinars White
Papers Native
Mobile Apps
INTERACTIVE CONTENT
Interactive White Papers
Interactive eBooks
Configurators
Assessment Tools
Contests
Lookbooks Galleries
Workbooks
Guided Tours
Games
Calculators Quizzes
Sweepstakes
Digital body language
What is digital body language?
• Website visits • Email opens/clicks • Content downloads • Social media touches
What does it mean?!?
Noisy and 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
Interactive Content Strategy
What data do I want? What service do buyers want?
Ask a Sales Engineer (or customer service)
I caught the data! Now what?
insi
ght i
nto
indi
vidu
al b
uyer
s
CRM
MAP
Interactive Content
Data
contact information, third-party data, and sales rep interactions
buyer’s digital activity
buyer insights from interactive content
• website visits • email opens/clicks • content downloads • social media touches
• scenarios calculated • configurations considered • quiz/assessment results • behavior inside content
3 ways to pass data downstream:
1. Purpose-specific fields.
2. A single “mash-up” field.
3. A single URL field that links back to your interactive content tool.
Thank you!
Scott Brinker CTO @ioninteractive @chiefmartec.com
