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.

1. Can
Content
Create
Conversa+ons
With
Buyers?
#Content2Convo

2. #Content2Convo
Follow
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&
Twi9er
#Content2Convo
Demand
Gen
Report:
@DG_Report
Content4Demand:
@Content4Demand
Dana
Harder:
@DanaHarder
Andrew
Gaffney:
@agaffney

3. About
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Gen
Report
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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?

8. CAN CONTENT
CREATE
CONVERSATIONS
WITH BUYERS?

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

27. INTERACTIVE CONTENT
IN ACTION

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