It is not that those content pieces do not provide valuable information – they typically do. It is more likely that there is simply not enough time in your hectic day to read a 30-45 page white paper or guide that is not that engaging. Why then as marketers do we keep asking our audiences to do the same thing?
To achieve content success throughout the buyer’s journey, marketers can no longer afford to have non-engaging, static content. We believe that in order for marketers to move beyond “Boring-To-Boring”, they need to create user engagements that are fun, educational, engaging, and deliver more value to their audiences. Think of it this way:
Providing your prospects with just static content throughout the buyer’s journey is like sitting three wide in a minivan on a long, scenic drive with no cell signal and a busted radio that only gets a few channels – while you try to make the most of it at first, it gets old after a while.
However, adding interactive content to your current marketing mix throughout the buyer’s journey is like having your own seat in an Escalade on a direct route to your destination (no traffic!) with Wi-Fi, satellite radio, and a TV – this makes for a much more relaxed, fun, and engaging journey.
Making Content Fun, Engaging, And Educational
Ultimately, the power of interactive content lies in its ability to engage a prospect throughout the buyer’s journey. Engagement allows you to drive significant value through generating new leads, building richer, actionable prospect profiles, scaling your content marketing efforts, and using that content to guide those prospects successfully through their journey.
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Traditional ways of providing information to your buyer – webinar, slideshares, and videos – are great tools, but none of them provide the opportunity to have a conversation with your buyer, which can be a missed opportunity. You need to build dialogues through interactive experiences that encourage prospects to answer questions and share information that helps them better define and clarify their particular pains, challenges, and priorities.
For example, polls and surveys will allow your prospects to articulate and clarify challenges and goals, while knowledge tests and quizzes give your buyers the opportunity to categorize themselves as they answer a series of questions on a particular topic. In that same context, interactive white papers and interactive infographics are a great source of information that allows buyers to educate themselves and explore their options, while actively engaging with the content.
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By simply repurposing existing longer form pieces of content to create shorter, more engaging pieces, you can transform your content from “Boring-To-Boring” to “Brilliant-To-Brilliant”.
Focus on the customer first – the real value to your audience is the immediate tailored results they receive. Actively answering questions or participating in interactive engagements provides prospects with specific results in real time to address their issues or ideas.
As you educate your audience, you simultaneously educate yourself about them. You receive valuable, detailed profile information about your prospects pains, challenges, goals, and thinking.
That data can directly help you lead score, qualify a prospect, and guide your audience through a specific path in their buyer’s journey with additional pieces of highly-relevant content that addresses (and ideally helps solve) their issues or problem.
By adding interactive content to your marketing mix, you can provide experiences that are engaging and informative, and bring the brilliance back into B2B.
We want to hear from you – take our survey to find out how you stack up against other marketers that are taking their content from “boring” to “brilliant”.