designing interactive content for lead generation with scott brinker
Post on 09-Apr-2017
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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
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