@IMALeaderShow@PodtentMktg

Interactive Content:

Keys to Earning Engagement,

Brand Love, & Sales

[Without Going Broke or Days of Blog Writing]

Dominick Sirianni

-V.P. Interactive Education, IMA

- Host, IMA Leader Podcast

- Co-Founder, Podtent Marketing

Source•Video•Webinars•Podcasts

Distribution Case Study•Website•Email•Social Media

How To•3 Key Takeaways•Get Started

Dr. Michael Mahometa from the University of Texas

Interactive Content

@IMALeaderShow@PodtentMktg

Interactive Content Source: Video

@IMALeaderShow@PodtentMktg

Video

YouTube video on mobile alone reaches more 18-49 year olds than any cable network in the US.

@IMALeaderShow@PodtentMktg

Video

53% of the population is watching videos every day. 80% watch every week.

@IMALeaderShow@PodtentMktg

Video

Spending on video ads in the US grew 42% last year - $7.46 billion

@IMALeaderShow@PodtentMktg

Video

People who view videos on smartphones are 1.4 times as likely to watch ads compared to TV.

@IMALeaderShow@PodtentMktg

Video

Using the word video in an email subject line boosts open rates by 19%, increases click through rates by 65%, & reduces unsubscribes by 26%.

@IMALeaderShow@PodtentMktg

Video

Companies using video get 41% more web traffic from search.

@IMALeaderShow@PodtentMktg

Video4x as many consumers would rather watch a video about a product than read an article.

@IMALeaderShow@PodtentMktg

Video

Video on a landing page can increase conversions by 80% or more

@IMALeaderShow@PodtentMktg

Video

Businesses using video grow revenue 49% faster.

@IMALeaderShow@PodtentMktg

@IMALeaderShow@PodtentMktg

Interactive Content Source: Webinars

@IMALeaderShow@PodtentMktg

Webinars use the following additional interactive tactics:• 81% Q&A• 32% Social Media Polling• 24% Live Video• 23% In Webinar Surveys• 6% Group Chat

@IMALeaderShow@PodtentMktg

Results?• 50 minutes: Average

time viewing webinars in 2016(a lot longer than an online video)

• 31% respond to polls• 20% of attendees

download content• 7% submit questions

@IMALeaderShow@PodtentMktg

Did you know?...

28% of webinar registrants register after the webinar!

#Repurpose#EvergreenContent

Interactive Content Source: Podcasts@IMALeaderShow@PodtentMktg

Podcasts

In 2016 over 50% of Americans are now familiar with the term “podcasting”

@IMALeaderShow@PodtentMktg

Podcasts

33% have listened to one20% have listened in the last month

13% have listened in the last week

@IMALeaderShow@PodtentMktg

Podcasts

Median income of a podcast listener is nearly 20% higher than a non-listener

@IMALeaderShow@PodtentMktg

Podcasts

Podcast listeners are more educated: 51% vs. 41%

@IMALeaderShow@PodtentMktg

Percent of podcast listeners who have a 4 year degree or higher - compared to U.S. average

Podcasts

Podcast listeners are more engaged online: 93% vs. 78%

@IMALeaderShow@PodtentMktg

Percent of podcast listeners who use social media - compared to U.S. average

@IMALeaderShow@PodtentMktg

Interactive Content is a Worthwhile End Game...but it’s also a means to power a full content marketing strategy!

Content Creation & Distribution

Case Study

@IMALeaderShow@PodtentMktg

Case Study:IMA

Before: IMA’s blog shared about 2/week

After: IMA’s blog shares over 4/week by sharing the podcast and articles inspired by topics covered in the show

@IMALeaderShow@PodtentMktg

Case Study: IMA

IMA webinars for partners like Curalate also generate interactive content that can be repurposed:

➔ written up as blog articles for both IMA and partner sites.

➔ posted on YouTube➔ shared on social

@IMALeaderShow@PodtentMktg

Email NewslettersHere are a few articles from the monthly newsletter.

One article was inspired by a recent podcast episode & current events.

Case Study: IMA

@IMALeaderShow@PodtentMktg

Social SharingSocial video generates 1200% more shares than text and images combined.

But webinars and podcasts also allow for massive image sharing & engagement.

Case Study: IMA

So…what are the 3 key takeaways?

@IMALeaderShow@PodtentMktg

?

Key Takeaway:Repurposing Content is Critical

@IMALeaderShow@PodtentMktg

1

Creating interactive content is easier & better when actually talking to someone.

@IMALeaderShow@PodtentMktg

2Key Takeaway:

Videos, webinars, podcasts are all worthy ends, but... they need to power your content marketing to be efficient and effective. You need a plan.

@IMALeaderShow@PodtentMktg

3Key Takeaway:

How We Do It• Document Steps• Set-up Systems• Delegate • Track what we create and

where/how we share it• Know target market• Get feedback from audience

@IMALeaderShow@PodtentMktg

Favorite Tools• Asana• BigStockPhotos• Canva• Google Drive• Hootsuite• MeetEdgar• RelayThat

@IMALeaderShow@PodtentMktg

Want a jump start?Text PODTENT to 44222 and we’ll email you:

1. 15 Things You Need to Decide Before Your Podcast is Ready for iTunes [Worksheet with examples]2. 8 Important Sound Tips (for Podcast Hosts & Guests)3. Podcast Equipment Recommendations4. Answer any questions you have!

@IMALeaderShow@PodtentMktg

Contact:Dominick Sirianni, MBAdom@podtentmarketing.com@IMALeaderShow

PodtentMarketing.com@PodtentMktg

Laura Petersen, MAEDlaura@podtentmarketing.com@Lsp_s

PodtentMarketing.com@PodtentMktg

References:•2016 Webinar Benchmarks Report from On24 www.on24.com

•University of Texas https://stat.utexas.edu/spotlight/entry/michael-mahometa-launches-mooc-on-foundations-of-data-analysis