C H A P T E R  5

How to Implement

How to Implement

Turning Insights Into Reality

Turning Insights Into Reality

Okay, so you see the value in interactive content, and you’d love to be able to get the same kinds of insights from your content marketing efforts. But, how do you make it a reality?

You don’t have to start from scratch. Most companies already have static content that can be transformed into engaging interactive content experiences.

If you’ve already been creating content, you’ve got a bevy of opportunities to repurpose what you’ve already created into engaging interactive content for every stage of the buyer’s journey.

But even if you haven’t created any static content yet, you don’t have to wait until you have.

The Snowball Effect

Once you get going with a single interactive asset, there’s a snowball effect that can make all your future content marketing more effective. The data you collect in one interactive asset can be used to refine, improve and create even more interactive content, getting better targeted and more compelling at every turn.

And yes, you can even take the interactive content you’ve created and use it to create other static assets that help scale up your efforts, too. It’s never too late—or too early—to get started.

The Content Snowball Effect

Start with a Quick Content Audit

First, it helps to chart out the different stages of your buyer’s journey. 

Early Stage
EARLY

Interest & Awareness

Middle Stage
MIDDLE

Consideration & Preference Building

Late Stage
LATE

Purchase Decision

Classify Your Content

Next, comb through your existing content and classify it. Whether it’s an infographic, white paper, case study or price sheet, what resources do you already have that fit with each different stage of the journey?

Mark each down in a spreadsheet, along with the title, type of content and stage of the buyer’s journey it best assists with.

As you go along, you’re sure to recognize some gaps in your content and areas where you need to improve. If you’re working with a limited budget, this gives you an easy way to prioritize your content creation so that you can make the maximum impact.

Repurposing Your Content

Once you’ve taken stock of what already exists, you’re ready to start creating interactive assets.

What static content translates best into an interactive experience?

To make things easy, we’ve built an interactive Solution Finder where you can specify the stage of the funnel you want to create interactive content for and the types of static content you already have—then get a customized content plan based on your existing resources.

Early Stage

To attract, entertain and engage your leads…

White Papers

White papers can be transformed into:

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Interactive Infographics

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Interactive White Papers

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Surveys

blog

Depending on the content, your blog posts can be transformed into:

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Interactive Infographics

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Quizzes

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Surveys

research report

Your research can be transformed into:

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Interactive Infographics

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Interactive White Papers

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Surveys

Middle Stage

To nurture and qualify new leads while helping them identify their ideal solution…

Webinar

Information presented in a webinar can be transformed into:

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Assessments

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Solution Builders

Product Specs

Product specs can be transformed into:

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Configurators

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Solution Builders

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eBooks

Price Sheets

Price sheets can be transformed into:

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Calculators

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Configurators

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Solution Builders

Deeper Insights

Deeper Insights

Every one of the above resources creates a lead-qualifying powerhouse of content that helps you dig deeper into the lead’s interests, pain points and needs while helping them as they research their options.

If you’ve created any static content piece intended to educate a lead, there’s a strong chance it will translate well into an interactive content piece designed to both inform and educate the lead while filtering valuable insights back to your team.

Late Stage

To arm your buyer with the information they need to make a final purchase decision...

Product Specs

Product specs can be transformed into:

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Solution Builders

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Configurators

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Calculators

White papers

White papers can be transformed into:

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Solution Builders

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Solution Planners

Deeper Dialogue

Deeper Dialogue

All of the above assets will help deepen the dialogue, equip the buyer and bring the decision-maker closer to a final purchase.

Next Steps

Logistical Questions

It’s one thing to talk about transforming assets, but it’s another to actually do it.

As you evaluate the value of interactive content to your marketing and sales teams, you’re inevitably going to wonder about the logistics of getting the interactive experiences created.

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Will it take a huge investment in custom software engineers and developers?

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How much will it cost, and how long will you have to wait?

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Will the ROI and time invested in building interactive experiences justify the cost?

Using a Platform

Interactive content platforms supported by capable development teams have drastically reduced the time and cost associated with launching a piece of interactive content, while giving you the agility, flexibility and scalability you need to make interactive content work across your entire buyer’s journey.

Be in the Know

Be in the Know

An interactive content platform also gives your organization the ability to make the different pieces of content talk to each other. You can share information across experiences and feed customer data into CRM, marketing and sales tools that keep your entire organization in the know as to where buyers are along the journey, who they are and what they’re interested in.

If you’ve been relying on pass/fail static content to nurture your leads, inform your sales team and drive your revenue, there’s cause for excitement when it comes to implementing interactive content.

Empowered with Understanding

Not only will you better engage, inform and entertain your leads, but you’ll be empowered with ultra-specific, hugely valuable information along the way, better equipping you to understand your buyers and ultimately close more deals.

We Can Help

ion Platform & Services

Create engaging interactive experiences in minutes

Pass segmentation and sales enablement data in and out

Test and auto-optimize alternative interactive experiences

Save time, money and resources

ion Platform & Services4+ Star Rating

4+ Star Rating

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