Can Content Create Conversations With Buyers?
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This document discusses whether content can create conversations with buyers. It suggests that while content may not enable direct conversations, interactive content can get closer to the feeling of a one-on-one discussion. The document provides examples of interactive content like quizzes and surveys and recommends considering the right time to use interactive content, amplifying it on social media, and measuring beyond just clicks. It also discusses how interactive content allows measuring engagement throughout the buyer journey.
Can Content Create Conversations With Buyers?
- 1. Can Content Create Conversa+ons With Buyers? #Content2Convo
- 2. #Content2Convo Follow this webinar on LinkedIn & Twi9er #Content2Convo Demand Gen Report: @DG_Report Content4Demand: @Content4Demand Dana Harder: @DanaHarder Andrew Gaffney: @agaffney
- 3. About Demand Gen Report @DG_Report http://linkd.in/DG_Specialists • Launched in 2007 to track best pracIces in lead generaIon • Newsle9er has grown to more than 28,000 readers • We also offer a menu of research and best pracIces reports • New audio/video podcasts at DemandGenReport.com
- 4. #Content2Convo Panelists Dana Harder VP of Client Strategy Content4Demand MODERATOR: Andrew Gaffney Editor, Demand Gen Report
- 5. Please describe your preferences for the following general content types.
- 6. How have your B2B content consumpIon habits changed over the past year?
- 7. What recommendaIons would you make to improve the quality of the content created / provided by B2B vendors?
- 9. CAN CONTENT CREATE CONVERSATIONS WITH BUYERS? Is this really a conversation?
- 10. CAN CONTENT CREATE CONVERSATIONS WITH BUYERS? This is…but I can’t do this with content. Right?
- 11. 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.
- 12. HERE’S WHAT WE KNOW… A VARIETY OF FORMATS, ALWAYS CHANGING Interactive formats ARE gaining traction
- 13. WHY? …feels more like this. Because Content like this…
- 14. WHAT IS INTERACTIVE CONTENT?
- 15. 3 CONSIDERATIONS WHEN USING INTERACTIVE CONTENT ü Use interactive content at the right time. ü Step up social amplification. ü Measure beyond clicks.
- 17. COOL DOES NOT = BETTER
- 18. 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
- 19. 3 CONSIDERATIONS WHEN USING INTERACTIVE CONTENT ü Use interactive content at the right time. ü Step up social amplification. ü Measure beyond clicks.
- 20. INTERACTIVE ALLOWS US STRONGER SOCIAL AMPLIFICATION
- 21. INTERACTIVE ALLOWS US STRONGER SOCIAL AMPLIFICATION
- 22. INTERACTIVE ALLOWS US STRONGER SOCIAL AMPLIFICATION
- 23. 3 CONSIDERATIONS WHEN USING INTERACTIVE CONTENT ü Use interactive content at the right time. ü Step up social amplification. ü Measure beyond clicks.
- 24. THE PROCESS WITH STANDARD CONTENT
- 25. THE PROCESS WITH NEW INTERACTIVE TOOLS
- 26. THE PROCESS WITH NEW INTERACTIVE TOOLS
- 28. #Content2Convo Q&A // Panelists Dana Harder VP of Client Strategy Content4Demand MODERATOR: Andrew Gaffney Editor, Demand Gen Report
- 29. #Content2Convo Learn More: @Content4Demand www.content4demand.com @Snap_App www.snapapp.com
- 30. Thanks for a9ending this webinar! View this OD presentaIon at: hEp://dg-‐r.com/content2convo