Using interactive content to learn from buyers and drive relevance.
Here at ion, we produce a lot of interactive content. Every experience isn’t a massive learning opportunity for us. But those that are, provide amazing insights into how our buyers fall into addressable groups, how they feel their pains and how we can help them in their journey.
Interactive content lies at a unique and powerful intersection of data and content. That intersection empowers marketers to both teach and learn from buyers. What makes this learning so special is that it’s based on explicit rather than inferred data—making it much more meaningful and reliable for marketing, sales and buyers.
Interactive content that’s designed to teach and learn enables a digital experience that gets smarter and more specific over time. That’s relevancy—engaging content delivered to the right people at the right time. The results are measurable business impacts like accelerated sales velocity, improved sales efficiency and improved customer satisfaction. Moving people through their journey more expeditiously is valuable to both them and us. I see it as marketing, sales and buyer alignment.
Two questions must be asked and answered…
There are two fundamental questions that must be asked when conceiving interactive content: What are we teaching? And, what are we learning? Conceptualizing content as a two-way exchange of valuable and useful information serves everyone—marketing, sales and buyers.
Interactive content’s knowledge exchange leverages learning to make the content experience more and more relevant.
Static content asks only the first question: What are we teaching?—leaving marketing, sales and organizational learning off the roadmap. Without the interactive feedback loop, contextual relevance and future content development is driven by intuition and guesswork. In this mode, both the organization and the user suffer.
The third question: How are we going to use that learning?
Interactive content engages users in a unique digital dialogue. One that provides explicit data to marketing for targeting, segmentation, personalization and scoring. That same dialogue is useful for sales to identify best-fits and smoothly transition one-to-many digital conversations to one-to-one human conversations. Learning is how that human conversation picks up where the digital one left off.
I have a couple of recent posts on using data from the digital dialogue. Please check out Punching Beyond our Weight Class with Interactive Content and Using Interactive Content Data in Marketing Automation for more on that.