So, here’s another question: Are you ready to say bye-bye to boring content and hello to exciting, inspiring, and infotaining content experiences? Why interactive and influencers? Why Interactive Content? But interactive content can be a B2B game-changer. Why Influencer Content? But who do buyers trust? Why Interactive Influencer Content? To remain competitive, marketers need to create engaging experiences for their audiences while also building credibility and trust. When that content is interactive, it creates an experience that is more engaging and inspires action.” Working with #influencers to co-create content delivers mutual value. Examples of Interactive Influencer Content #1 – Interactive Infographic Topic: The Future of Influencer Marketing Objective: Drive leads from original research report while also repurposing influencer tips.
Quick question, B2B marketers: How many of you wake up feeling like this about your B2B content?
Not so much? Hey, it’s OK. You’re a passionate and proud B2B marketer. But finding a way to create exciting, inspiring, infotaining content that connects with your audience is hard work. After all, B2B isn’t innately sexy—it’s booooooring. Oh, and between content overload, changing consumer preferences for personalization, and diminishing audience trust, it’s increasingly hard to capture and keep attention.
So, here’s another question: Are you ready to say bye-bye to boring content and hello to exciting, inspiring, and infotaining content experiences?
Yes so much? Good. Because, as TopRank Marketing CEO Lee Odden told a packed room at B2B Marketing Exchange this week, you can.
How? By bringing two incredibly powerful content marketing tactics together: interactive content and influencer content.
Why interactive? Why influencers? Why interactive and influencers? Here’s how Lee broke it down.
Why Interactive Content?
The digital content landscape is increasingly competitive. If brands don’t create great content experiences that grab and hold attention, they simply can’t compete. But interactive content can be a B2B game-changer.
Interactive content informs. Interactive content engages and entertains. Interactive content connects. Oh, and interactive content converts. And as Lee pointed out, research shows that 81% of marketers agree that interactive content grabs attention more effectively than static content (CMI) and 70% of marketers say interactive content is effective at converting site visitors (Ion Interactive).
Why Influencer Content?
As Lee said, these days “buyers expect more, but trust less.” In fact, according to a HubSpot report, 65% of buyers don’t trust ads and a whopping 55% of those surveyed said they don’t even trust the companies they’re already doing business with.
The good news? Buyers desperately want to trust.
But who do buyers trust? Simply put, buyers trust people they know—or people they think they know. (Just for fun, take a peek at where marketers rank as compared to baristas. Uh huh.)
(Image credit: HubSpot)
Eighty-one percent of HubSpot respondents said they trust friends and family over business. In addition, DemandGen Report’s 2018 Content Preferences Survey showed that 78% of B2B buyers place a higher emphasis on the trustworthiness of the…