How interactivity heightens impact
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.
87% of marketers say interactive content outperforms static content
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 for more effective content delivery and are replacing PDFs in organizations like Cisco, Willis Towers Watson, Baker McKenzie, and BNP Paribas.
From drastically improved engagement metrics to increased lead quality to time and cost savings on creation to whole new levels of analytical insight available, interactive content makes legacy formats look archaic and backward. Adopters become advocates overnight and never look back.
Interactive elements (like polls & quizzes) keep eyes on the page and gather invaluable intent insights. And the better you understand intent, the easier you can curate pain point-responsive buyer journeys that result in more conversions and, ultimately, revenue.
In our recent webinar with Dr. Alexandra Dobra-Kiel, Innovation and Strategy Director at Behave, explores how using content psychology and the right content format, marketers can judge B2B decision-makers intent and influence their decisions. You'll also learn how to maximize your content performance to influence revenue, ROI, and pipeline generation.
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