When we think about our prospects or customers and the content we will be presenting to them, what is the first question we should ask ourselves? Of course, we want to make sure whatever content we create is going to be valuable to our audience and the first way to ensure that is to make content for that audience and present it to them at the right time in their journey.
Infographics — The Way to Your Customer’s Heart
Infographics are arguably our most popular type of interactive content. Our customers love them and our customers, customers love them too. Infographics are great for setting the stage for the journey you plan to send your prospect on. Infographics are a great way to showcase important stats, factoids, or information from a more robust piece of content such as a white paper.
Infographics are great for early funnel prospects who are still in the awareness stage of the journey. Traditionally, infographics work well with social media or paid search traffic but can also be successful as part of an email drip campaign. Infographics should be used as educational tools, they often are not the content that closes the deal but instead can be what leads customers down the proper channels toward converting.
Long-Form Interactive Content Such as White Papers & Ebooks
Once your audience has engaged with your infographic, they are probably going to want even more content from you. The next obvious option is something a little more robust that can go even further into the topic. An interactive white paper can include several interactive elements that can help you better understand your audience while providing them with the education that they need about your product or services.
These more robust pieces are perfect for prospects who are mid-funnel, pass the awareness stage and are in the consideration stage. This is the time for your interactive content to really showcase how you stand up against other brands. In addition to white papers and emails, solution finders or product tours and configurators can also be really impactful at this stage.
Quizzes, Calculators, & Assessments Provide a More Personalized Result
When your customers are closer to making a decision, they will want to see more personalized content that is tailored to their unique needs or business. An assessment can give the customer an opportunity to answer questions about their business needs in order to see dynamic, personalized results about their needs. At this point, you can easily showcase key points, stats, and even some additional assets that can further educate or showcase the benefits of partnering with your business.
This stage of the journey is often when your customer is educated about the services and products they are looking for and are ready to make a purchase. With an interactive content marketing program at your fingertips, you are armed with the data that supports the information your prospect already knows.
When adding an interactive content experience to your content strategy, make sure you consider the following:
- Where is are you driving traffic from? Infographics, quizzes, and short form experiences perform stronger on social channels or trade shows or conferences. Longer form content can be delivered via email or a resource library on your website.
- Who is your audience? How educated on your services or products are they? If your product is new to your prospect, don’t send them to a robust assessment. If they’ve been in your pipeline for awhile, do not send them an infographic. Nurture your leads with content that fits their stage.
- What are you going to capture from their engagement with your content and how do you plan to leverage that data in the future? Interactive content gives marketers and sales professionals so much information about the individuals who engage with the content. For example, the choices that a prospect made during an assessment can serve as a talking point during a sales call.
Businesses that weave interactive content into their existing content strategy, are not only arming their sales team with valuable data about their prospects, they are educating their users in a more personalized and engaging way.