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How to Write for Interactive Content
What’s Inside:• How interactive content and
static content differ
• What interactive content provides marketers
• How to create assessment copy that users want to commit to
• How to use interactive content and static content together
What is Interactive Content?
In its most simple form, interactive content is content that is created
with the intention of capturing user attention and encouraging them to
take action.
What is StaticContent?
Static content is any content that can be delivered to an end user without having to be generated, modified, or processed. In essence the same content is delivered to
each user.
What are the Most PopularInteractive Content Types?
Assessments Calculators eBooks InteractiveInfographics
InteractiveWhite Papers
Lookbooks& Tours
ResourceLibrary
SolutionFinders
Quizzes
What are the Most PopularStatic Content Types?
Ebooks Infographics White Papers
Blog Posts Case Studies Price Sheets
How does the copy differ?
87% agree that interactive content grabs the
attention of the reader more effectively than
static content.*
87%
* 2017 Content Marketing Institute’s Research Report
* 2017 Content Marketing Institute’s Research Report
Popular Methods for Delivering
Interactive Content
•Email Marketing Campaigns
•Lead Nurture
•Social Media (paid and unpaid)
•Paid Search Campaigns
Questions to Ask About the Audience
* 2017 Content Marketing Institute’s Research Report
• How educated is this audience on the topic?
• Where are they in the buyer journey?
• What device will they be visiting this experience from?
• How much effort are they willing to put into this experience?
• What problem is this audience looking to solve?
Got Static Content? You Can Reimagine it as Interactive
How To ReimagineYour Static Experience
as Interactive
• Look for key points, stats, or call-outs
• Find special design treatment
• Take questions that are asked in the copy and turn them into assessment or quiz questions
How to Write Assessment Questions
http://cmi.postclickmarketing.com/Assessment/Example
Show users where they currently stack up amongst their peers and provide them with a status to work toward.
An asset to download after reading the results as way to continue educating them.http://cmi.postclickmarketing.com/Assessment/Example
http://cmi.postclickmarketing.com/Assessment/Example
http://cmi.postclickmarketing.com/Assessment/Example
What are youcreating now?
• Blogs
• Email Marketing
• White Papers
• Webinars
• Support Content (FAQ’s)
Does your organization use content marketing?
What are youcreating now?
• Blogs
• Email Marketing
• White Papers
• Webinars
• Support Content (FAQ’s)
Rank your content maturity.
What are youcreating now?
• Blogs
• Email Marketing
• White Papers
• Webinars
• Support Content (FAQ’s)
How effective is your content marketing?
What are youcreating now?
• Blogs
• Email Marketing
• White Papers
• Webinars
• Support Content (FAQ’s)
Does your organization have a content marketing strategy
What are youcreating now?
• Blogs
• Email Marketing
• White Papers
• Webinars
• Support Content (FAQ’s)Content marketing score based on other respondents and a CTA to get the full report.
What are youcreating now?
• Blogs
• Email Marketing
• White Papers
• Webinars
• Support Content (FAQ’s)
What are youcreating now?
• Blogs
• Email Marketing
• White Papers
• Webinars
• Support Content (FAQ’s)
Write for Every Device
Asking the Right Questions
• Questions should be about the user’s pain points and business needs - not you.
•Questions should only be asked if they are going to provide the user with a valuable outcome.
•Choices should make sense and provide the user with a choice that is more tailored to their needs.
•Write for the device that a user may be on
Create a Content Journey
Interactive Infographics&
eBooks or White Papers
• Use animations to draw user attention to key stats.
• Add quiz questions to increase engagement and learn more about users.
• Reveal tiles break up heavy content and encourage users to hover to learn about the topics in the ebook.
Interactive Infographics
• Scan the ebook and look for stats and key takeaways
• Pull chapters that are most impactful and create a teaser asset to encourage users to download
• Mention the importance of completing a form and the value that will be obtained by completing it
Interactive White Papers & eBooks
• Scan the ebook and look for stats and key takeaways
• Pull chapters that are most impactful and create a teaser asset to encourage users to download
• Mention the importance of completing a form and the value that will be obtained by completing it
Interactive White Papers & eBooks
Key Takeaways•When crafting questions, think of the user first
- not the data you want to collect.
•Write for the device that you user is on, less on copy on mobile to create a better user experience.
• Scan your static content and pinpoint what areas have been designed to draw the user’s attention to that detail and then reimagine it as interactive.
• Static content and interactive content should work together to create a content journey.
