A Friendly Chat About the Role of Interactive Content in B2B Digital Marketing
Howdy, good friend!
I'm glad you can be here with me today. Grab your favorite drink, pull up a chair, and let's dive into the exciting world of B2B digital marketing. Our talk is mostly about interactive material, which is an exciting and, dare I say, increasingly important part of marketing.
You already know about content marketing, right? In fact, it's our main source of income here. But if you only think of blog posts and images, you might not be giving it enough credit. Let's talk about something new today: interactive material.
"Bigbobby, what is interactive content?" you might ask. Interactive material is anything that makes the viewer do something other than read or watch. This includes things like quizzes, tools, polls, movies that you can interact with, and blogs. It's not enough to just learn things; you have to experience them.
You might ask why engaging material is becoming more popular in B2B marketing. Great question! Let's look at a few of them.
First of all, it changes the way people pay attention. In a world full of information, it's not easy to get your audience's attention. Everyone wants a piece of what's going on. Interactive material, on the other hand, is a whole different animal. It's not just about giving information; it's also about making an experience that draws people in. This is interesting and, more importantly, easy to remember.
For instance, imagine a quiz. It's a simple tool that can work very well. Quizzes not only keep your audience interested, but they also tell you a lot about them, their hobbies, tastes, and more. Any advertiser would love to know that. In fact, data from Demand Gen Report shows that engaging content leads to sales about 70% of the time, while passive content only does so 36% of the time. That's a pretty big number, isn't it?
Second, engaging material works great for telling stories. When we were kids, we used to sit and listen to stories with rapt attention. You can relive that magic with material that lets you do so. With technologies like Virtual Reality (VR), Augmented Reality (AR), and 360-degree movies, the limits of what's possible are being pushed. Brands are making up stories in which the viewer is a player and takes part.
Take the use of 360-degree movies in the B2B space as an example. From the comfort of their clients' offices, companies can give video walks of their factories or show what a typical day is like for their workers. This not only shows how they work in a real way, but it also helps build trust.
Third, live information helps people make decisions. When did you last buy something without reading the reviews first? We all like a little bit of comfort. In the B2B world, it can be hard to figure out what to do. There are people to convince, budgets to think about, and return on investment (ROI) to figure out. This process can be made much easier with interactive tools like calculators, configurators, or even simple ROI assessment tools.
How about we talk about podcasts? You know I love them a lot, right? Podcasts are a great example of material that you can participate with. They provide a unique mix of information and talk. The audience is not a silent observer; instead, they are asked to study, think about, and interact with the topic at hand. Podcasts have something to offer, whether it's a talk with an expert in the field, a group discussion, or a deep dive into a certain subject.
We also have a great tool in the form of field recording. Imagine being able to capture the hustle and bustle of a busy factory or the calm of a green energy farm. It makes sense.
Realistic and true content is often missing from basic content. It's all about taking your viewers somewhere else and making them feel like they're there. Now that's strong!
What about taking pictures and making movies? A picture is worth a thousand words, and a movie can use a thousand pictures to tell an interesting story. Interactive photography and movies, in which the viewer can control what they see and how they see it, add a whole new layer to stories. Everything is possible, from live product demos to virtual reality trips.
See, my friend, B2B marketing isn't just about selling a product or service like it used to be. It's about making a trip, an adventure. It's about getting people interested, teaching them things, and giving them power. And engaging material is one of the most powerful ways to do this.
In the end, engaging material is not just a fad. It's a new way of thinking and a new way to get your viewers interested. It is changing the way B2B digital marketing works because it can increase participation, tell interesting stories, and help people make decisions.
It's time for us to accept this change, my friend. We want to push the limits of what our material can do. To get our fans more involved, excited, and inspired than ever before.
And this is what we can do with engaging material. So, let's take the risk, go where no one has gone before, and find out how amazing interactive content can be. Let's change the way we sell to businesses together.
Bigbobby, until the next time we talk,