Today’s channel moves quickly, and content trends follow along at the speed of sound
However, in the B2B space, content seems to have hit a bit of a snag. The way you create and present content needs to change if you want to build an engaged customer base. As buyer’s desires continue to change, creating interactive content could be a game changer for your revenue.
Content Shouldn’t be Static
Nothing in life is static. The sun rises and sets, the weather goes crazy, and sometimes, when the moon is full and the stars align, content gets made differently than ever before. Somehow, we’ve all come to expect content to largely remain the same, an immovable object coming up against an unstoppable force. But that’s just not the case. Your content needs to change and adapt with the flow, switching from a static strategy of whitepapers, eBooks, articles and newsletters to something that people can interact with. Why settle for a blog asking your customers to consider their pain points when an interactive quiz does the same thing, is personalized to your audience, and involves interaction?
How To Create Interactive Content
The need for interactive content is obvious, but how do you even go about making it in the first place? Here’s how you could get started making content fit for a new buyers’ mindset:
Start Small
When creating your first few pieces of interactive content, it’s best to start small and work on perfecting the level of interactivity that works best for your audiences. Quizzes, interactive polls, and other similar content ideas work wonders here.
Research Your Audience
As with static content, understanding your audience is crucial to your success. Creating an interactive quiz on a buyer’s pain points, for example, only works if you understand their pain points and know how to ask them about it.
Constantly Improve Your Content
Whenever you make content, particularly content for this new group of buyers, you need to consistently study how your content performs and work on improving past and future content with this insight. Even if you create an outstanding quiz, poll, or VR product tour, if your audience doesn’t find it engaging focus on other areas or determine why what you’re doing isn’t working.
Interaction Leads to Buyer Engagement
People are incredibly busy in the modern world. Your buyers’ time is precious and limited, so you are often competing not just with your direct competitors but with the attention spans and second screens (phone, tablets, etc.) of your buyers as well. By creating interactive content where your audience must focus and interact in order to get personalized answers, you are providing a more engaging experience that demands their full attention. And, by making sure the insights your buyers get from this content is exceptional, they’ll appreciate the time they spent engaging with your brand.
Interactive content is the future of digital B2B content. With the right tools, insights, and creativity at your disposal, you’ll quickly find that your audience engagement rates go up while keeping your buyers in the loop so they can make decisions on whether to work with your brand.