Hot Trends in Interactive Content Marketing
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Transcript of Hot Trends in Interactive Content Marketing
Interactive
A Look at the Brands Leading the Way
ContentMarketing
HotTrends in
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Welcome!
Anna Talericoco-founder, ion interactive
Jay OjeaProduct Specialist
Hot trends in
Micro-interactions become a must
Getting serious about lead gen
The rise of the assessment
Interactive content for account- based selling
Sharing better information with sales
Interactive video intrigue
interactive content:
TREND 1MicrointeractionsBecome a Must
76 %
76% of content marketers cite content engagement as a top goal.
Microinteractions
60 %
60% say their content doesn’t garner enough engagement.
Microinteractions
MicrointeractionsContent engagement is the most important thing on a content marketer’s mind.
Static ContentMost content is static and Pass/Fail.
MicrointeractionsContent engagement as the biggest thing on a marketer’s mind.
MicrointeractionsInteractivity enhances readability, highlight key concepts or to illustrate a key point.
Interactive Forms
Visual ChoicesIf an ice cream truck suddenly shows up,
what would your first choice be?
Vanilla Soft-Serve StrawberryChocolate-covered ice cream pop
Hover Layers & Reveal
Sticky Nav
50 %
Interactive elements like this can boost engagement more than 50%.
Microinteractions
In 2015, we saw an increase in Swiping and clicking, Control over seen/unseen content, Personalization (e.g., location tools), Microinteractions, Scroll-based navigation, Video and animation, Transitions and loop functions. This shift places more emphasis on microinteractions, the minutiae of interactivity: a ding sound when you send an email, or an animation to draw attention to a new notification. Interaction design will only get more intricate as technology allows, making this a trend that’s sure to stick around for a while.”~ The Next Web
“
Microinteractions
• Think: hover, reveal, animation, scroll-based navigation, etc.
• Use it to enhance the experience of the content and give the visitor control
• Avoid superfluous use
best practices:
Scroll Reveal
Microinteractions
• Think: hover, reveal, animation, scroll-based navigation, etc.
• Use it to enhance the experience of the content and give the visitor control
• Avoid superfluous use
best practices:
Microinteractions
• Chapter ratings
• Hover-state facts or data
• Content chunked into tabs or accordions
• Animations in key areas for focus & attention
to try:
75% of sales want data on barriers to buying
But only 14% are currently getting the data
Hover factoid
TREND 2Getting SeriousAbout Lead Gen
Lead Gen GatesFor most marketers, content needs to result in leads and sales qualified leads.
Lead Gen Gates:1. Gating the content itself (the
only one on the decline)
2. Gating all, or a portion of, the results & outcomes
3. Gating based on consumption
4. Optional conversion (the anti-gate)
Lead Gen GatesGating the content—the old school, standard approach.
Lead Gen GatesSome results page that shows some results, but also has a call to action to get the complete results.
Lead Gen GatesD&B allows some chapters to be accessible by visitors while othersutilize a gate to access content.
Lead Gen GatesGating the results.
Lead Gen GatesThe anti-gate — an optional call to action to complete a form.
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First name
Last name
Phone
TREND 3The Rise of the
Assessment(a.k.a hello lead quality insights!)
Assessments:• Collect valuable data on needs,
pains, challenges, maturity and much more
• Provide value to respondents in the form of
• Surface data to sales
• Use data to feed marketing automation, segmentation, personalization
AssessmentsVisitors receive a set of recommendations, or best practices that apply specifically to them based on how they responded.
• 10 questions or less for highest completion
• Mixed inputs • Icons (five9) • Buttons (attivio) • Visual with hover state (CMI)
• Show number of steps (aberdeen) • Results pages
• Graphical infographic-style (CMI) • How others responded (five9) • Partial results, gate to get
complete (five9) • Gate all results (aberdeen)
best practices:Assessment
10 Questions or Less
Mixed Input
Mixed Input
Number of Steps
Result Pages
Result Pages
Result Pages
TREND 4Interactive Contentfor Account-based
Marketing(aka supporting sales with
interactive content)
Account-Specific Microsite
Interactive PresentationAccount-specific interactive presentation-style experience.
Guided Assessment
TREND 5Sharing Better
Informationwith Sales
Surfacing to Sales
Surfacing to Sales
Surfacing to Sales
Surfacing to Sales
Surfacing to SalesSell-side
Surfacing to Sales
Surfacing to Sales
configurations saved
self assessments completedreport cards graded
quizzes taken
content consumed
solutions built
prices calculated
TREND 6Interactive Video
Intrigue
70 %
70% of respondents indicate that interactive video engaged well or very well.
Interactive Video
29 %
Only 29% of respondents say interactive video converts 'well' or 'very well’.
Interactive Video
Interactive VideoSegmentationAn experience that branches the viewer to a relevant portion of the video.
Interactive VideoShopping cartAn experience that branches the viewer to a relevant portion of the video.
That’s a wrap: Micro-interactions become a must
Getting serious about lead gen
The rise of the assessment
Interactive content for account- based selling
Sharing better information with sales
Interactive video intrigue