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Interactive Content Marketing Toolkit

CHAPTER 8

C H A P T E R  8

Best Practices

Best Practices

Measurement Basics For Your Interactive Content

Measurement basics for your interactive content

Even if you’ve gone through the brainstorming, evaluated effort against value, assembled a great team and launched a successful piece of content, it’s wise to keep a close eye on whether or not you’re going about your content experience the best way.

As a final practice for this white paper, we’ve compiled a quick set of questions you can use to assess how well your content is sticking to best practices, and where you might improve.

Questions to Assess Your Content

Is it a good user experience?

Is it a good user experience?

Based on both qualitative feedback from customers and your data (bounce rates, time on site, etc.), is the experience intuitive and easy?

Is the interactive experience responsive?

Is the interactive experience responsive?

Is your content designed to be consumed on any and every device, or are you alienating an important part of your audience?

Is it useful, educational or entertaining?

Is it useful, educational or entertaining?

Are your customers actually benefitting from the content you create? Would they miss it if it wasn’t there?

Is there a clear call to action?

Is there a clear call to action?

Have you added a “so what?” or a prompt that helps customers move into the next stage of their journey? Is it obvious how a visitor can take action?

Do you analyze results for insights and areas of opportunity/improvement?

Do you analyze results for insights and areas of opportunity/improvement?

Are you deliberate and rigorous about measuring the results of your content—and are you using those insights to make existing and future content efforts better?

Do you A/B test this interactive content?

Do you A/B test this interactive content?

Are you comparing and contrasting variants and content types to see which are working best for you in different contexts? Are you looking at your results on a campaign/traffic basis?

Do you surface visitor behaviors or outcomes to sales?

Do you surface visitor behaviors or outcomes to sales?

Have you been able to take the knowledge of your customers gained from interactive content and turn it into tools your sales team can use to close more deals?

Take Action

If you can answer “Yes” to most of these questions, you’re doing great! If not, you’ve got some work to do to improve your content and measurement—but don’t be discouraged! By now, you’ve seen how straightforward and methodical interactive content can be, and you’re armed with the resources you need to make it work for your business. All that’s left to do is take action!

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