can content create conversations with buyers?
TRANSCRIPT
Can Content Create Conversa+ons With Buyers?
#Content2Convo
#Content2Convo
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#Content2Convo Demand Gen Report: @DG_Report
Content4Demand: @Content4Demand
Dana Harder: @DanaHarder
Andrew Gaffney: @agaffney
About Demand Gen Report
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#Content2Convo
Panelists
Dana Harder VP of Client Strategy Content4Demand
MODERATOR: Andrew Gaffney Editor, Demand Gen Report
Please describe your preferences for the following general content types.
How have your B2B content consumpIon habits changed over the past year?
What recommendaIons would you make to improve the quality of the content created /provided by B2B vendors?
CAN CONTENT CREATE CONVERSATIONS WITH BUYERS?
CAN CONTENT CREATE CONVERSATIONS WITH BUYERS?
Is this really a conversation?
CAN CONTENT CREATE CONVERSATIONS WITH BUYERS?
This is…but I can’t do this with content.
Right?
CAN CONTENT CREATE CONVERSATIONS WITH BUYERS?
Maybe not exactly. But interactive
content gets us one step closer to
the feeling of a one-on-one
conversation.
HERE’S WHAT WE KNOW… A VARIETY OF FORMATS, ALWAYS CHANGING
Interactive formats ARE gaining traction
WHY?
…feels more like this.
Because Content like this…
WHAT IS INTERACTIVE CONTENT?
3 CONSIDERATIONS WHEN USING INTERACTIVE CONTENT
ü Use interactive content at the right time.
ü Step up social amplification.
ü Measure beyond clicks.
COOL DOES NOT = BETTER
INTERACTIVE CONTENT WITH A PURPOSE
Middle: Interactive White Papers, White Board Videos, Checklists, Q&As, Briefs, Case Studies, Assessments
Bottom: Checklists, Q&As, Briefs, Case Studies, Testimonials, Solution Builders/Finders, Configurators, Assessments, ROI Calculators
Top: Interactive E-Books, Interactive Infographics, Quizzes, Surveys, Infographics, Motion Graphics, White Papers, Guides, Blogs, Newsletters
3 CONSIDERATIONS WHEN USING INTERACTIVE CONTENT
ü Use interactive content at the right time.
ü Step up social amplification.
ü Measure beyond clicks.
INTERACTIVE ALLOWS US STRONGER SOCIAL AMPLIFICATION
INTERACTIVE ALLOWS US STRONGER SOCIAL AMPLIFICATION
INTERACTIVE ALLOWS US STRONGER SOCIAL AMPLIFICATION
3 CONSIDERATIONS WHEN USING INTERACTIVE CONTENT
ü Use interactive content at the right time.
ü Step up social amplification.
ü Measure beyond clicks.
THE PROCESS WITH STANDARD CONTENT
THE PROCESS WITH NEW INTERACTIVE TOOLS
THE PROCESS WITH NEW INTERACTIVE TOOLS
INTERACTIVE CONTENT IN ACTION
#Content2Convo
Q&A // Panelists
Dana Harder VP of Client Strategy Content4Demand
MODERATOR: Andrew Gaffney Editor, Demand Gen Report
#Content2Convo
Learn More:
@Content4Demand www.content4demand.com
@Snap_App www.snapapp.com
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