There are 4 generation Intel Core™ processors. Nehalem, Sandy Bridge, Ivy Bridge, and the latest Haswell. All 4 generation have their own variety of i3/i5 and i7 processors. The generation are not all interchangeable.
You have an Ivy Bridge motherboard. Ivy Bridge uses LGA 1155 and LGA 2011. The one you have is a Z77 that uses LGA 1155. The 4770K is an Haswell i7 processors, which needs a Z87 motherboard. Z87 is LGA 1150.
Sandy Bridge and Ivy Bridge (second-generation and third-generation) ARE interchangeable, and can use the same motherboards, despite their releases using different chipsets (Z68 and Z77 respectively). Therefore, you CAN run Sandy Bridge in a Z77 motherboard, or Ivy Bridge in Z68 - however, I recommend Z77 chipsets for either generation (due to chipset improvements in Z77 compared to Z68) - both second-generation and third-generation CPUs use LGA1155.
LGA2011 is a variant of Sandy Bridge and Ivy Bridge (Sandy Bridge-E and Ivy Bridge-E). Only one high-end chipset (X79) was released for LGA2011.
Haswell (LGA1150) is the successor to Ivy Bridge, and has the flagship Z87 chipset - it is not electrically compatible with Ivy Bridge OR Sandy Bridge, or with Z68/Z77.