Interactive content can get a bad rap, especially in the business-to-business world. It is often seen in stark terms by its limitations: either quirky consumer-facing quizzes that don't translate into high-value business sales, or overly complex infographics that blur buy email list the lines on key strategic issues. Enterprising B2B marketers know that while interactive content can fall flat, its potential to engage customers and stand out makes it a worthwhile investment. As users migrate to mobile devices for digital business and seek a more active role in brand interactions, B2B marketers are constantly looking for ways to develop more interactive content. This can be a key strategy to evolve the conversation and forge more personal connections with the audience.
As Forrester writes, “Interactive content (i.e. online assessments, calculators, and quizzes) helps B2B marketers move from explaining to talking. [. . .] Interactive tools. . . help create a holistic, large-scale approach. »For B2B marketers who want to incorporate buy email list more interactive content into their marketing plans but don't know how, here's a deeper dive into the business case and a closer look at three examples of brands using interactive content to expand meaningful conversations with customers and prospects. The Business Case for Interactive Content In B2B, moving away from traditionally successful forms of content — white papers, testimonials, and blog posts — often requires a solid business case.
Entering into interactive infographics, videos buy email list of your own adventure, and virtual reality assets must be based on a strong rationale that it will increase sales, demonstrate thought leadership in a new way, or open important conversations with the marketplace. If you need the data to back up your interactive content push, here are some key things to keep in mind:Forrester found that in a survey of 200 IT and line-of-business professionals, "two of the top six content sources they prefer to read/use are interactive content tools.