Why Interactive Content Matters: The New Buyer’s Journey

I like to say interactive content is the quinoa of 2017. It’s the hot topic you hear in conversations, blog posts and webinars. It’s the apparent answer to all your problems, yet most of us are hard-pressed to say why. Or how much of it we need. Or if this kind is more or less beneficial than that kind.

Well, I’m not a nutritionist (or a very good cook) so I’ll leave it to the experts to answer the quinoa questions. But I’ll take the interactive content questions. There’s a reason it’s so hot right now, and that’s because the benefits are real — for you and your buyers.

Engage on buyers’ terms

Simply put, content has changed because the buyer’s journey has changed. If you’re in sales, you may not hear from the folks in your funnel until they’re 67% done with decision-making, according to SiriusDecisions. Today’s buyers like to be in control. So if you reach out too soon or offer help when it wasn’t asked for, you could damage their affinity for you and your brand.

So what do you do? You create content to engage prospects in ways you can’t. And not just any content. Content that engages the top of your funnel in meaningful ways. Content that moves mid-funnel folks further down the path toward a purchase. Content that keeps that critical lower funnel educated and empowered enough to feel in control of their purchase decision. That’s what interactive content is.

So wait … what is interactive content, really?

Literally, it’s digital media that encourages buyers to participate in an activity and delivers personalized information and insight. In the rest of this series, we’re going to dive into the various types so you can decide what’s best for your brand and buyers.

Figuratively, it’s a member of your own team … and it has serious bragging rights. Interactive content can accurately identify needs, evaluate fit, inform and persuade prospects — all without threatening today’s buyers’ sense of control. And best of all, it converts 34% more than static content does, according to Demand Metric.

Want to learn more about how you can infuse more value throughout your funnel? Our new ebook, “Interactive Content Across the Funnel,” will help you get started on the right foot. And, watch this space; I’ll be back with a deeper dive into interactive content marketing next week.

Emily Williams

Emily has been with The Mx Group since 2008. As managing creative director, she oversees the Design & Content department and provides strategic direction for a diverse client base. Emily leverages 15 years of experience in creative conceptualization, writing, content marketing and social media to lead award-winning comprehensive campaigns for clients in a variety of industries. She holds a B.A. in philosophy and creative writing from Gettysburg College in Gettysburg, Pennsylvania.

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