Can  Content  Create  Conversa+ons  With  Buyers?    

#Content2Convo  

#Content2Convo  

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Dana  Harder:   @DanaHarder  

Andrew  Gaffney:   @agaffney    

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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      

Thanks  for  a9ending  this  webinar!  View  this  OD  presentaIon  at:  hEp://dg-­‐r.com/content2convo