From Idea to Sales Alignment to Promotion: Creating Interactive Content

Sometimes content marketers, content team members, and marketing teams are placed before an empty chalkboard and given a piece of chalk. Then they are told, “Here you are.” Do the job now. Fill up the board. You can fill it with really cool things. Oh, and please, fill it up as quickly as you can. Please.”

This applies to a quarterly strategy plan, new months in the blog schedules, deciding on webinar topics, receiving a request for more videos, and so forth.

This is undoubtedly what marketers are responsible for. But what’s the big deal? Let’s get on with it. These tasks are only sometimes easy.

Marketers often respond quickly to the question of adding interactive content to their marketing mix with “I don’t know where I should start.”

The blank canvas is daunting. A newer format with so many possibilities and versatility is even more daunting.

This is a perfectly reasonable response to have. However, you can still support it.

Imagine you are the first person to see a bicycle. What’s that? It’s supposed to be ridden by me. I must ride it and not let gravity pull me down into the complex, indifferent earth.

You would appreciate some assistance. Someone could say, “Put your right foot here, press down the pedal, then lift your left foot and place it on top of the left pedal. Then, continue!” Look, you’re riding!

That’s what this blog post will accomplish.

SnapApp released an Interactive Experience that was closely related to the infographics last fall. It’s called content land: An Interactive Quest.

This content can be many things. This content includes an infographic, a survey, and an assessment. It also serves as a sales enablement tool (weirdly, top funnel and bottom-funnel). And hopefully, you will have a good time.

This post will walk you through the process from interactive content creation to campaign execution. You’ll also learn how to create interactive content for your marketing toolbox.

Ideation

The first thing is the most important. This idea came from where? Interactive content assets should be promoted by using a more considerable core asset. To create an interactive preview and increase engagement, much of the material can be taken directly from that enormous core asset.

This therapeutic practice provides many more touchpoints to promote your enormous core asset.

We wanted an interactive asset to achieve three main goals for Content Land.

Use compelling statistics to educate users about the benefits of interactivity

Showcase the potential of SnapApp’s platform

Provide some unique B2B entertainment

After defining these three goals, we chose a loose infographic format and began to think about how to position funnels.

Source: newscred.com

The top of the funnel was chosen because it was more about entertaining and informing. We also wanted to showcase SnapApp’s capabilities and end with a demo request, so we included the content as a sales enablement piece to increase bottom-of-the-funnel leads.

Theme

Okay, so we have established the goals and the general format of the content. But how can we make it a memorable and enjoyable experience? B2B marketing is in dire need of help.

Instead of considering our audience as a group of businesses, marketing departments, or sub-departments, we thought about what would catch the attention of each individual, regardless of their position.