If you’ lso are not convinced that interactive content material in the B2B space can work: Properly, first check out these interactive articles stats .
If you’ re still on the fence, here’ s an object lesson from a learn of audience engagement:
Freddie plays that 100, 000-person audience like an instrument. You can feel the power, even through a tiny YouTube home window.
Whenever you invite your audience to be portion of the show, the results can be magical.
Now, chances are your brand can’ t fit the raw charisma of Freddie Mercury in tight jeans. You could still get your audience cheering along with interactive B2B content .
Here are a few great examples in order to light your creative fires plus open your B2B minds towards the possibilities of interactive.
7 Great Examples of B2B Interactive Content
What do we mean simply by interactive content? Generally speaking, it’ h any content that requires more insight from the user than simply scrolling or even clicking links. In practice, there are a few wide categories:
- Interactive infographics use animation, navigational elements, plus customizable data sets.
- Interactive e-books can include audio, video, and animation.
- Quizzes ask customers a series of questions and display outcomes.
- Calculators enable users to input and change data to view potential outcomes.
- Interactive video clip allows users make choices that impact the plot of a short film.
#1: IBM Requires Storytelling to the Next Level
We often talk about storytelling within B2B content. But it’ h usually in the context of assisting customers see what life with the solution could be like, or featuring success stories. IBM takes the concept a lot more literally in this interactive video .
It’ s a fully-realized function of fiction, presenting an original tale of a power plant operator having difficulties to bring power back on throughout an outage. The user has to assist the protagonist make decisions (and learn about IBM’ s app package along the way).
The true mark of success for this piece is it’ ersus compelling even if you know nothing regarding mobile apps for power place management. It actually stands by itself while still being relevant to IBM’ s target customer.
#2: NASDAQ Spices Upward Case Studies
Customer success stories are some of the most precious marketing material you have. When a customer is doing research, though, they obtain repetitive fast: Customer had issue, tried our solution, got excellent results.
NASDAQ livens up their case research in this animated eBook. Client recommendations zoom in; pages are easy-to-browse with extra detail hidden at the rear of tabs. The layout helps NASDAQ highlight the most important parts of the case research, while still offering depth meant for interested customers.
#3: DivvyHQ Takes Us Back to the Future
TopRank Marketing assisted create this interactive eBook for DivvyHQ . The challenge for this item was to present a metric load of content in an easy-to-browse plus compelling format. We chose an energetic pop-culture theme to unify the information. Then we focused on strong navigational elements that guide the reader whilst still allowing them to choose their own route.
The end result? An instantly engaging piece that will encourages readers to explore. As a reward, we were able to use the theme to get spin-off pieces like blog posts plus promotions.
#4: HubSpot’ s Website Assessment The actual Grade
Automatic tools are the next evolution associated with assessment-style interactivity. If your solution is web-affiliated, you may be able to show customers particularly what you can do for them. HubSpot offers this particular web efficiency evaluation site that has proven to be an excellent lead-generation tool.
There’ s minimal interaction necessary — the user puts in a WEB ADDRESS and an email address— but the in-depth results are more than compelling. It’ h a great example of how to win clients by providing value up-front.
#5: VenturePact Elegantly Solutions a Common Customer Question
Calculators are an often-overlooked kind of interactive content. In this case, a finance calculator helped VenturePact fix a drip in their marketing funnel.
VenturePact discovered that cost was their potential customers’ primary source of hesitation. Many of VenturePact’ t prospects balked at requesting a good estimate before they had a general concept of how much the agency’ s solutions might cost.
VenturePact’ s mobile app price finance calculator asks detailed questions about a possible product to generate a rough calculate of cost, then invites you fill in a form for a more detailed calculate.
#6: Prophix Showcases Real Intelligence
Audio is an under-explored element for interactive content. It’ s i9000 easy to assume our audience will have us on mute. Yet audio can make content more convincing, especially influencer content. It’ ersus easier than ever to capture audio, along with tools like Zencastr . It seems sensible to add that component wherever you are able to.
This particular interactive e-book for our client Prophix uses changer audio and a computer-generated “ digital assistant” to make the material more persuasive. We saw an unprecedented degree of interaction with this piece; our analytics showed people were spending a great deal of period and clicking deep into the resource.
Read the full example to learn more about our approach to this particular interactive articles campaign .
#6: SnapApp Gamifies Guide Collection
Prospect capture is a balancing act: Whenever we ask for too little data, we could end up being capturing underqualified leads. If we request too much data, people will try to escape screaming. This Candyland-themed piece from SnapApp— which usually happens to fall into the interactive content tool category— solves the problem within an elegant fashion.
On every stage of the sport, you get two to three pieces of marketing assistance and one question to answer. The particular questions are all stuff that’ h useful to SnapApp: How big your group is, what your role can be, etc . It’ s a lot in order to ask, but the useful info plus whimsical experience make it a fair business for the customer.
Bonus Example: TopRank Marketing Fractures Free of Boring B2B
TopRank Marketing wants to create 2019 the year that boring B2B finally goes extinct. To help matters along, we created Get away from Boring B2B . It has advice from folks such as Ardath Albee, David Meerman Scott, Brian Fanzo and more… plus laser-powered grizzly bears, sharks, plus pugs in sports cars.
Click Here to find the Break Free from Boring B2B Tutorial in Full Screen Setting
Ready, Freddie? Let Boring B2B Content Attack the Dust
These examples prove that interactivity boosts content effectiveness no matter what your own goals might be. Whether it’ s i9000 creating awareness, educating customers, traveling leads, or attracting talent, content material is more engaging when it invites you to play along.
Speaking of interactive content for B2B brands, our own Lee Odden will be digging into this particular topic at the upcoming B2B Advertising Exchange conference in Scottsdale, ARIZONA during his presentation: Break Free of Boring B2B with Interactive Influencer Content , which is set for Tuesday, February. 26, 2019 .
If you liked B2B Brands Go Bold: 7 Excellent Examples of Interactive B2B Content by Joshua Nite Then you'll love Miami Internet Marketing Consultant