Interactive content marketing is still new, so many companies are still figuring out what works for them. When it comes to deciding whether or not your brand should take the interactive route, experts suggest asking the following questions up front to help you better decide:
“You can argue that any topic can be made into interactive content,” said Dana Harder, VP of Strategy at Content4Demand. “The big question we want to ask is what’s the messaging that has to go in there for the buyer, how is it going to be most easily consumed for them? Understanding how much information and copy around a topic needs to be put to paper should help guide whether or not interactive is an option.”
Have a library of videos your audience loves? Pick one to incorporate questions or links into so viewers can click and engage as they watch. Check out the experience Vidyard built using questions in their video covering video marketing best practices.
PRO TIP: Take an E-book and use highlights of it. It doesn’t only have to be an infographic per se; make it a brief with a lot of interactive points and visuals to support it. Then add a strong CTA at the end to bring the reader to the longer asset.
There are hundreds of white papers and E-books collecting dust on the virtual shelf. Your white paper shouldn’t be collecting dust, it should be collecting leads. Instead of a form up front, allow the reader to get into the content and maybe on page three or four, ask them for a name and email to continue. That’s one way to take a tired resource center and help transform it into something a little more useful.
PRO TIP: If you have an active blog, you have two opportunities: 1. Find previously popular posts and use that topic to create a quiz or assessment. Then, republish that out and tie it back to the blog post. 2. Most people who have an active blog have a subscription process for sending out a regular cadence to content to summarize what’s been added to the blog. This is another opportunity for you to get people to take the next action by showcasing other content that people aren’t seeing.
PRO TIP: Take a static infographic with statistics and turn it into a Q&A where people can choose the right answer. That way, whether they click the right or wrong stat to answer the question, they can also learn from the interaction.
SnapApp empowers marketers to create personalized interactive experiences that activate buyers, accelerates leads through the funnel, and unleashes growth. SnapApp’s drag-and-drop interface allows marketers to build any type of interactive experience and deploy it across multiple channels. Seamlessly integrated with the rest of their marketing technology stack, marketers gain critical insights to better personalize their marketing and create deeper engagement with their prospects. Backed by Providence Equity Partners, SnapApp customers include Paycor, Cisco, CEB, Hewlett Packard Enterprise, Blackbaud, and Equifax. Visit SnapApp on the web at www.snapapp.com or follow on Twitter @snap_app.
Demand Gen Report (DGR), a division of G3 Communications, is a targeted online publication that spotlights the strategies and solutions that help B2B companies better align sales, marketing and disparate teams to support growth and drive revenue. DGR content and news coverage focuses on the sales and marketing tools and technologies that enable companies to better measure and manage multichannel demand generation efforts. Demand Gen Report is the only information source directly focused on this rapidly emerging business discipline.