![]() The third piece is on the marketer side, the seller side, we get all the analytics. But the second most important thing is again, as I'm consuming this on my own, I get to navigate through to what's most important to me. We want things to be highly visual, so I think that's important. ![]() I think in a remote world, especially, there is an aspect of edutainment. I think it makes for a more enjoyable experience. When they get to the ROI section, there might be certain KPIs that they're more intrigued by versus others, so they may click on one KPI and go deeper into that.Īt the end of the case study, there are recommendations through AI for content that's similar to that, and they get to click and go to another case study. They have the option to look at a video case study or to read the thing. So there may be multiple challenges, but they're clicking on one area of the challenges that resonates more with them. We've turned everything into highly interactive content that the buyer can literally click on whatever they want. Typically, the format is challenge, solution, and results kind of thing. We've taken all of our flag one-pager case studies. We've done this for some of our customers. ![]() ![]() Whether they're looking at it on their website or let's say the rep sends them a follow-up case study after a meeting, but they're looking at it on their own-I'll give you a very tangible example for Mediafly. Let's say a buyer comes to your website and is looking at a case study, which I think is a very popular form of content. The other example would be self-guided content. They're having a conversation and they're pulling and clicking on the right places in the presentation that are relevant to the conversation, giving the buyer the experience the buyer wants. I'll take you through the 50-page deck in that order because that's the way it is. So rather the seller going in with their linear static PowerPoint deck, essentially throwing up at the buyer in that meeting, and I think we've all been on the receiving end of that. I don't like to use this word, but there's a section on discovery, the rep is doing discovery, and then they may naturally move into-based on the challenges they're hearing-some highlights about the aspects of their product that will address the needs of the buyer, the challenges of the buyer.įrom there, some examples of customer success stories like customers like you that had similar challenges and then click to that. If the presentation is truly interactive, then the seller can react to the buyer. Whether it's a remote meeting through Zoom or whether it's face-to-face, these days it’s more likely to be through Zoom, but it doesn't matter. An example of that could be, let's call it a sales presentation that uses a live meeting. So to better bring this to life, and that was your second question is what are some examples of that. The second layer to that is the interactivity that helps garner the right content usage insights that then helps marketing teams enhance their marketing strategy on one hand, but also helps sellers understand the buyer behavior, what buyers are interested in when they're looking at the content, and then sellers are better prepared for the next interaction because they have insights from that. I'll get into those specifics.Įither way, it's the interactivity of the service of creating a highly engaging and custom content consumption experience that really meets the needs of the buyer. Or whether it's content that a rep is presenting live in a meeting, for example. Whether that is a self-guided experience, so content that they're consuming on their own website, for example, or content they have received as a follow up from our app after a meeting. So interactive content is content that allows for navigation that helps create a very custom experience for the buyer, ultimately. I do make a distinction between animation and interactivity. Sure, there's a role for animation, but we do, on Mediafly, make a distinction. I like that as a first question because I think that when people hear interactive content, they tend to first say, oh, it's animated. How do you define it? Also, what are some common types of interactive content that our listeners might be familiar with? I usually don't like to spend too much time just hashing out definitions of things.īut I think when we think about interactive content, people's minds could go to all kinds of different places. To jump right into things, how do you define what interactive content is? Because that seems like a really obvious question. I'm really excited to have you on the show to talk interactive content. Thanks for having me.īen: Yeah, absolutely. Breaking the Sales and Marketing Mold Using Interactive Content With Isabelle Papoulias From Click To Tweet Transcript:īen: Hey, Isabelle.
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