This document discusses 12 interactive content marketing trends for 2017. It notes that interactive content, video, personalization, account-based marketing, content that creates content, tool tips, fun, social media emphasis, data visualization, and ungated content will be important trends. It provides examples and statistics about how each trend can help engage audiences, generate leads, increase sales and conversions. Marketers are advised to use these trends to make their content stand out, differentiate themselves, engage audiences and demonstrate results.

1. 2017 Interactive Content
Marketing Trends

2. Today 12 Trends:
BIG THINGS:
LITTLE THINGS:
• Interactive Content
• Video
• “Personalization”
• Account based Marketing
• Content that creates content
• Tool Tips
• FUN
• Social, Social, Social
• Data Visualization
• Storytelling

3. What content marketers
will be focused on in 2017

4. 80% will focus on lead gen as a content
marketing goal over next 12 months.

5. Brand Awareness
79%

6. Engagement

7. Lead Nurturing

8. 78% use website traffic to measure how well
their content marketing is producing results.

9. 76% prioritize delivering content
quality over quantity
76%

10. and yet…

11. 4.6 billion
pieces of content
are produced daily.

12.
83,000
blog posts published
every hour.

13. Your audience is
inundated
with content

14. It’s no wonder as much as 70%
of content goes unused
70
%

15. and yet…

16. of marketers expect their organization
to make MORE content in 2017.
70%

17. That’s a
whole lot
of content.

18. What does this mean
for content marketers
in 2017?

19. IMPERATIVES:
• Stand Out
• Differentiate
• Gain Attention
• Engage
• Demonstrate Results

20. All of today’s trends point
to meeting these imperatives

21. BIG
Trends

22. Let’s start with
the obvious

23. Interactive
Content
1

24. “Quite simply, it’s
not a question of
whether companies
should use interactive
content but rather
how soon they
should start.”
~ Content Marketing Institute

25. Already entrenched
More than half of marketers surveyed
are now using interactive content
53%

26. More on the horizon
Anticipate increase in use of interactive content
75%

27. The use of
interactive content
is expected to
increase dramatically
in the next 12 to 24
months, with 87%
of B2B marketers
predicting at least
10% of their content
will be interactive.

28. It’s no wonder
content marketers
are using interactive
experiences.

29. Our audience engagement
has increased since my
organization started using
interactive content tactics
Engagement
66%

30. Interactive content can
have reusable value,
resulting in repeat visitors
and multiple exposures
Web Traffic
79%

31. Combining traditional
content marketing tactics
with interactive content
enhances retention of my
organization’s message
Education
79%

32. Non gated interactive
content can provide a
“sample” of the brand,
resulting in a higher
degree of lead nurturing
Lead Nurturing
75%

33. Interactive content
provides me with valuable
ways to repurpose my
organization’s passive
content.
Content
Repurposing
67%

34. Interactive content
grabs the attention of the
reader more effectively
than static content
Attention/
Differentiation
81%

35. How differentiated can an article be?

36. When they all say the same thing?

37. Literally.
(we are all guilty of producing this type of content)

38. Note: Multiple Responses permitted.
Reasons Interactive Content Used
in Content Marketing
Educating the audience ……………………….………… 75%
Engagement ……………………………………………….. 59%
Lead generation/top of funnel …………….…………… 58%
Create brand awareness …………..……………………. 57%
Conversion………………………………………….……… 49%
Social media/community engagement ……….………. 41%
Lead nurturing/mid-funnel ……………………….……... 33%
Customer retention/loyalty………………..…….………. 31%
Storytelling ………………………………………..……….. 31%
Sales/sales enablement ………….…………….….…….. 28%
Other reasons ……………..……………………….…….… 4%

39. 94% more effective at conversion

40. 60% more effective at differentiation
60%

41. 33% more effective at educating buyers

42. 120% more effective at getting shared
20
%
1

43. “Content
will become
user led”
In 2017

44. The most
popular types
of interactive
content
2

45. Note: Multiple Responses permitted.
Types of Interactive
Content Used
Assessments …………………………………….54%
Calculators .......................................................52%
Contests ...........................................................50%
Quizzes .............................................................48%
Interactive infographics …………………….….44%
Interactive eBooks ………………………………38%
Interactive white papers ……………………..…27%
Configurators .…………….……………..……… 26%
Games ………………………………………….… 24%
Wizards ……………………………………………17%
Interactive lookbooks ………………………..…15%

46. Types of Interactive Content experience
requested by ion customers 2016
Infographics
Assessments
ebooks
Whitepapers
Calculators
Resource libraries
Quizzes
Solution finders

47. Most popular ion Quick Starts
templates used in 2016
Infographics
Assessments
Lookbooks
Long form content
Quizzes

48. The top five content formats B2B
marketers are using or plan to use for
content-enabled campaigns include:
85 84 82Interactive
Infographics
ROI
Calculators
Assessments
95Video
92Surveys
% %
% % %

49. 2017 will be about
unique applications
within these existing types
of interactive content

50. Video
3

51. The can’t ignore trend
of 2017

52. “In 2015, videos grew
in consumption the
most, among all
content types. Many
are predicting that
video will compose
70% of all internet
traffic, by 2017.”
Online video is the
fastest growing
content marketing
trend:
~ Neil Patel

53. 43 percent of consumers want to see
more video from brands.
43%

54. Video=ROI
A Firebrand Group study recently discovered
that about 85 percent of marketers have seen
positive ROI from their video efforts.
85%

55. According to HubSpot
research, Video was
followed by social media
posts, news articles and
research content.
Video Is Being
Consumed
“…the content that
has the best chance
to keep the audience’s
attention is video,
due to its interactive
nature.”

56. Interactive Video

57. Interactive Video
http://www.transfarency.com/?clk=HOMEICON2_OTHERFALCAM160105

58. Video Background
ion Quick Start - Landing page with Full Page Background Video

59. Interactive Video

60. Video Decision Tree & Quizzes
ion Quick Start - Video Decision Tree

61. Personalization
4

62. For me at Ally our focus
is on personalization of
content creation, and that
will command our attention
and investment. That is,
understanding, at a
customer-level, personas,
needs, wants and
preferences and delivering
them in a meaningful way
through the channels
they prefer to be
communicated in.
“
”~ Andrea Riley, CMO, Ally

63. 71 percent of audiences expect advertising to be
tailored to their interests and habits.

64. According to the “2016 B2B Buyer’s Survey”
conducted by Demand Gen Report, 69 percent
of B2B buyers say the most influential aspect
of a company’s website is content that
speaks directly to their needs.
69%

65. Segmentation with
Personalized Results

66. Personalized Results
https://babysizer.com

67. Personalized Results
https://www.fitbit.com/findanewfit/fitnessquiz#quiz-start

68. Mobile First
5

69. The average
household has 7.4
internet connected
devices. A ‘mobile
user’ one minute is a
‘desktop user’ the
next. The distinction
is entirely artificial.

70. Responsive Design

71. Fun
6

72. Game-a-fication

73. Games

74. Game-a-fication

75. Game-a-fication

76. Sense of Humor

77. Interactive Video

78. And even fun with forms

79. Fun with Forms
http://www.svn2ftp.com

80. Fun with Forms
www.transfarency.com/?clk=HOMEICON2_OTHERFALCAM160105

81. Fun Mad Lib Style Marketing Quiz

82. Fun with Forms

83. Account Based
Content
7

84. Sales Enablement
ion Quick Start - Quick Pitch for Accounts Based Marketers

85. Sales Enablement
ion Quick Start - Online Sales Presentation

86. Sales Enablement
ion Quick Start - Sales Asset Matcher

87. “Additionally,
interactive content
will also enable
marketers to collect
data and insights that
sales teams can use
to accelerate the best
prospects through the
sales process.”

88. Storytelling
8

89. Storytelling

90. Storytelling

91. Storytelling

92. Storytelling

93. Animated Storytelling

94. Video

95. Visual Tours

96. Multi Media

97. Multi Media

98. STORYTELLING
BASICS:
• Highly Visual
• Immersive
• Motion through the Story
• Animation of Key Content
• Evoke Emotion or Feelings
• Soft sell, no sell

99. Little Trends

100. Tool Tips
9

101. Tool Tips

102. Tool Tips

103. Visual Tour with Tool Tips

104. Content
that creates
content
01

105. Centermark

106. Centermark

107. Results Comparison

108. Meaningful Results Page

109. Meaningful Results Page

110. Social
Emphasis
11

111. #headlines
https://www.panthera.org

112. Social Stories
http://series.hashtagsunplugged.com/thedress

113. Social Stories
www.visitwales.com/findyourepic

114. Social Stories

115. Data
Visualization
12

116. Interactive Charts
www.vox.com/policy-and-politics/2016/3/25/11293258/tax-plan-calculator-2016

117. Interactive Charts

118. Data visualization

119. Data visualization

120. Data visualization

121. Data visualization

122. UN-gate content
13

123. “Ungated
Content Is the
Way to
Customer
Hearts”

124. interactive
content works

125. 36Increase in
Conversions
21Increase in
Site Visits
%
%

126. 7.5-10
Increase in
Leads through
education
Interactive White Paper

127. 50XEngagement
An engaging quiz
drives 50 times more
participation

128. 4X
Purchasing power drove
4 times the number
of e-commerce
conversions.
Conversions

129. 82
FedEx uses
embedded interactive
experiences to
make shipping easy
and increase
revenue by 82%
Increase
%

130. info@ioninteractive.com
twitter: @ioninteractive
Thank You