Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?
Don’ t be shy. I’ m a Gryffindor wizard through and through— and apparently, I’ m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.
From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps probably the most prolific example, creating dozens of quizzes each week that are making their way into interpersonal feeds and search results. (And almost all users apparently finish them ).
But why should B2B online marketers consider adding online content to their mix?
Because B2B is often pegged since bland and boring. And in the crowded content market, not to mention the truth that buyers’ content preferences are switching increasingly visual, interactive content may be the next evolution.
In case that doesn’ t convince a person, read on for a few more reasons why the time for B2B to accept interactive content.
#1 – Interactive content is more participating than static content— for the long lasting.
Interactive content might seem a little gimmicky for some marketers— specifically those in the B2B space. However the vast majority of marketers who make use of interactive content agree that it not just grabs attention, but can also keep that attention beyond that preliminary view.
In fact , based on the Content Marketing Institute (CMI) plus Ion Interactive 2017 Interactive Content material Study :
- 87% of marketers agree that interactive content material grabs the attention of the reader better than static content
- 77% of marketers agree that interactive content material has reusable value, resulting in repeat site visitors and multiple exposures
- 73% of marketers agree that interactive content, whenever combined with other more traditional content advertising tactics, enhances message retention amongst their audiences.
So , if you’ re targeting awareness, engagement, and attention, online content holds incredible potential. Yet I’ d also add that this is just true if you deliver quality, related content in an interactive format.
As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But rather if your content provides value— if it’ s worth paying attention to— online elements can help you bring in an market. ”
#InteractiveContent is absolutely designed to get attention. But if your content provides value— if it’ s worth focusing to— interactive elements can help you pull in an audience. – @NiteWrites Click on To Tweet
#2 – Interactive content may differentiate you from your competitors.
Content has always been a foundational element of B2B marketing. Buyers don’ t make hard and fast decisions. Rather, they do their research, weigh their own options, and have multiple engagements along with sales reps before they sign up the dotted line. Interactive content can help you get that promotion and stand out within a crowed, competitive content landscape.
In addition , according to the aforementioned document, just 46% of marketers statement using interactive content right now— which was flat year-over-year. And if background is any indicator, I’ deb wager that interactive content usage among B2B marketers is less since the industry is typically slower to consider new tactics.
Yet that won’ t always be the situation. Harnessing the opportunity right now has the possible to differentiate your B2B brand name from the competition early on, showcasing your own commitment to innovation.
For example , Prophix, a leading provider associated with corporate performance management (CPM) software program solutions in the FP& A business, wanted to drive awareness in an exclusive way around its report over the evolution of financial planning plus analysis, as well as its solutions.
By repurposing its unique research and adding influencer points of views, we produced an interactive quiz to help empower their audience in order to “ crush” their jobs to achieve success now and into the future.
This anchor asset, that was promoted using a supporting mix of weblog content, social amplification, email, and much more, saw a view rate 6-times greater than the benchmark for a similar reference. In addition , the page where this lived garnered 3-times the standard share rate . This unique method of interactive influencer content made Prophix stand out from the competition and deliver an excellent resource that performed.
#3 – Interactive tools can exclusive data and analytics.
Savvy marketers are powered by data insights. And many from the interactive content material tools you’ g leverage for an asset come with their very own analytics dashboards, allowing you to get close to real-time data on how your viewers is interacting and absorbing your articles.
For example , Ceros , an online content software that simplifies the particular creation process, provides all the basic KPIs such as visitors, opens, plus pageviews, as well as engagement metrics such as time spent and interaction ticks. But they also track inbound recommendations, social shares, video plays, plus outbound link clicks.
Oh, and that data is readable in its Analytics Dashboard within 2nd of it happening.
While traditional analytics systems and the data within them can be invaluable, from my perspective, this particular more niche data can help reveal some insights that can help you improve your asset on the fly or think about how to improve other content varieties moving forward.
#4 – Interactive content can drive outcomes at every stage of the funnel.
From educating buyers to customer loyalty, interactive content may serve a purpose (and drive results) at every stage of the funnel. Online content users report using the strategy for lead generation, lead nurturing, consumer retention, and the list goes on.
And interactive is especially effective, when combined with other tried-and-true content material marketing tactics.
To assist promote the Influencer Marketing second . 0 report based on research performed by Traackr, Altimeter Group plus TopRank Marketing, we partnered along with interactive content platform Ceros to create an Influence 2 . 0 online infographic .
The particular infographic was promoted via blogs, social channels, email, and with the influencers that contributed. With phone calls to action embedded within the online infographic, this content succeeded at appealing to over 1, 700 prospective customers in order to download the full report with a 43% conversion rate.
Exactly what Opportunity Does Interactive Content Keep for Your B2B Brand?
Interactive content is here to stay. However the real opportunity doesn’ t lie down in the interactivity itself. The real worth creation is in the excitement or even connection that you can make with your market, as well as the potential to hold their interest for long enough to engrain your own message or inspire action.
The actual opportunity with #interactivecontent doesn’ big t lay in the interactivity itself. The actual value creation is in the enjoyment or connection that you can make together with your audience. – @CaitlinMBurgess Click In order to Tweet
Therefore , B2B marketers. If you’ lso are ready to break away from boring plus drive better engagement, interactive content material deserves your consideration.
How can you leverage online content? Check out our post offering five means of making marketing magic with online content .
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