Interactive content marketing surpasses passive content in generating conversions, educating the buyer and differentiating a brand. If you’ve been following our blog, you know that we think this is an up-and-coming space for B2B marketers to explore. So before you gather your team to create an interactive content marketing strategy, review our guidelines for B2B marketers launching interactive storytelling programs, and then take a look at these resources from other marketing thought leaders around the web.
Read this piece in Marketing Land for a solid overview of the benefits of offering your audience interactive content and several types that could be valuable for your marketing efforts. Kuenn shares examples of quizzes, calculators and infographics that intrigue audiences and tie in to an organization’s offerings in an interesting and informative manner. We’re betting these examples will give you some ideas of how your own organization can harness the power of interactive content.
Writing for Content Marketing Institute, Wingerter covers how adding interactive elements to white papers and infographics can build value for both marketers and their audiences. For a taste of the piece, check out her description of what a modern white paper can be:
“It’s engaging; it’s multimedia; it’s interactive. The modern interactive white paper asks questions, provides benchmarking opportunities, and takes readers through a tailored experience based on the information they share.”
Also from Wingerter, head to Marketo for seven interactive content marketing questions, answered.
Still not convinced as to the value of interactive storytelling? Then give this piece from Forbes contributor Yoav Vilner a read. Vilner lays out the case for interactive content’s ability to engage your audience and increase repeated visits. Moreover, he shows how interactive elements can directly lead to an increase in the time each visitor spends on your site—a prized metric for all digital marketers.
So what are you waiting for? Are you ready to get to work and create some interactive content that converts?
While you’re considering your content strategy, be sure to revisit our white paper, The five new laws of content.
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