If you’re not convinced that interactive content in the B2B space can work: Well, first check out these interactive content stats.
If you’re still on the fence, here’s an object lesson from a master of audience engagement:
Freddie plays that 100,000-person crowd like an instrument. You can feel the energy, even through a tiny YouTube window.
When you invite your audience to be part of the show, the results can be magical.
Now, odds are your brand can’t match the raw charisma of Freddie Mercury in tight jeans. But you can still get your audience cheering with interactive B2B content.
Here are a few great examples to light your creative fires and open your B2B minds to the possibilities of interactive.
7 Great Examples of B2B Interactive Marketing Content
What do we mean by interactive content? Generally speaking, it’s any content that requires more input from the user than simply scrolling or clicking links. In practice, there are a few broad categories:
Interactive infographics use animation, navigational elements, and customizable data sets.
Interactive eBooks can incorporate audio, video, and animation.
Quizzes ask users a series of questions and display results.
Calculators allow users to input and manipulate data to view potential outcomes.
Interactive video lets users make choices that affect the plot of a short film.
#1: IBM Takes Storytelling to the Next Level
We often talk about storytelling in B2B 工作职能邮件数据库 content. But it’s usually in the context of helping customers see what life with our solution could be like, or highlighting success stories. IBM takes the concept more literally in this interactive video.
IBM Interactive Content Example
It’s a fully-realized work of fiction, presenting an original story of a power plant operator struggling to bring power back on during an outage. The user has to help the protagonist make decisions (and learn about IBM’s app suite along the way).
The true mark of greatness for this piece is it’s compelling even if you know nothing about mobile apps for power plant management. It actually stands on its own while still being relevant to IBM’s target customer.
#2: NASDAQ Spices Up Case Studies
Customer success stories are some of the most valuable marketing material you have. When a buyer is doing research, though, they get repetitive fast: Customer had problem, tried our solution, got great results.
NASDAQ livens up their case studies in this animated eBook. Client testimonials zoom in; pages are easy-to-browse with extra detail hidden behind tabs. The layout helps NASDAQ highlight the most important parts of the case study, while still offering depth for interested customers.