The goal of buyer enablement is to make the buying process simple and efficient for the buyer using content and tools. A blog or knowledge article answers question 1 and a calculator or recommender answers question 2: “How is that for my situation?”. Knowing how something works is nice (1) but knowing how it will work in your own specific situation is even better (2). As Gary Vaynerchuk said: “Content is King, but context is God”. Interactive content helps the user to place your product or service in its own context. If you do it right, you can not only measure it but interactive content will drive conversions for extra business. Interactive content translates to engagement. It provides interaction with your brand and creates a deeper experience with your product or service which is difficult to achieve with static content. Quizzes and polls are ideal for the awareness phase and for building your brand.Įxample of an interactive image (click on 1 of the figures) Advantages interactive content Brand awareness
The information you collect can be used as input for new content ideas. They are ideal for testing your target group’s knowledge or opinion on a particular subject or for finding out what they are interested in. Quizzes and polls are fun and easy to share via social media.
The most used interactive content is a quiz or poll. Examples of interactive content in B2B Quiz or poll It makes it valuable for the user but also for you as a marketer (we’ll talk more on this later). This user interaction results in content that adapts to the user’s need or context. The reader (or viewer) becomes part of a dynamic and interactive experience. Interactive content is any type of content (such as a calculator, assessment, interactive infographic, or video) that encourages users to participate actively rather than passively read or watch it. In this article, we will discuss the advantages of interactive content and how you can use it yourself. Content in which the user can interact with proves to be very effective: it generates more engagement compared to static content and it is seen as very useful when tackling a business challenge. More and more you see the use of interactive content where the user is actively involved. If you want to compete online, you must create content that not only stands out, but also captivates and engages the user on a higher level. Most B2B marketing teams are working on a content marketing strategy it is however becoming increasingly difficult to stand out from your competitors.
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