Same words, better medium; drastically improved results
We’ve looked at the fascinating science behind the way we read, the Open and Closed states of mind and how our choice of medium affects the way our messages are perceived - but how can we take advantage of this new knowledge to improve the content our businesses create on a daily basis?
The key is to make the intellectual leap and realize that effective content is about far more than just the words. If we take an important, well-written article and place it into a standard scrolling web page or PDF, we’re silently telling our readers: “This is nothing special; consume it as quickly as possible, like you always do, and get on with your to-do list”. We can’t then be surprised when this is exactly the course of action they take.
Instead, we need to offer readers an experience; something that takes them out of their everyday mindset and makes it easy for them to give our words the time and space they deserve. Visuals, interaction, unique and interesting layouts, the chance to explore - all of these attributes are necessary to create that “oasis of calm” which leads to better respect for and understanding of what we’re trying to say. When our choice of medium does justice to the work that has gone into our message, our readers repay us many times over with their time and attention.
Interactive content experiences, like the one you’re enjoying right now, have only recently been made possible thanks to the advent of technologies such as HTML5 and CSS3. They present exciting new opportunities to start delivering content far more effectively and are already being embraced enthusiastically as a replacement for PDF by brands as diverse as Cisco, Willis Towers Watson, Baker McKenzie and BNP Paribas.
The improvements these new formats bring are hard to overstate. From drastically improved engagement metrics, to increased lead quality, to time and cost savings on creation, to the whole new levels of analytical insight available - interactive content is making legacy formats look archaic and backward. Adopters become advocates overnight and never look back.
Not everyone is ready to make the leap, but if you’re curious to find out more, a conversation with one of our lovely team members at Turtl is the very best place to start. Whether you’d like to learn how interactive content can help your business or you just want to find out more about what you’ve read today, we’re always happy to talk.
