How Interactive Content Accelerates the Buyer Journey

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The document discusses how interactive experiences can accelerate buyers through the purchase journey. It defines the typical stages of the buyer journey as awareness, consideration, and purchase. It then provides examples of the types of interactive content that can be most impactful at each stage, such as infographics, videos, and assessments to generate awareness and engagement early on, and ebooks, case studies, and calculators to provide education and value during consideration before finally inspiring action with product tours, configurators, and ongoing educational content after purchase. The document advocates that companies using interactive content are more likely to engage buyers earlier and better understand how content influences them at different stages of their journey.

Marketing

How Interactive
Experiences
Accelerate the
Buyer Journey

Who is Hosting
Carlos
Ramos
Stephanie
Mansueto
Director of Content
Strategy
Director of Customer
Success
Customer Success
Manager
Jessenia
Azcue

What we will cover:
1. The buyer journey by definition
2. What buyers are looking for at each
stage
3. What content will accelerate buyers
through the funnel
4. The value of weaving interactivity into
your content
5. Q&A

Companies that are using
interactive content are more
likely to:
● have buyers reveal
themselves early in their
journey
● have measures of
engagement or interest
● understand how content
influences awareness or
consideration.

The Buyer Journey
Awareness Consideration Purchase
Research leading up to making a purchase.

Research shows that
specific content is more
impactful to buyers at
specific times during the
buyer journey.

In its most simple form, interactive
content is content that is created
with the intention of capturing user
attention and encouraging them to
take action.
What is Interactive Content?

How Can Interactive Content
Accelerate the Buyer Journey?

The Buyer Journey
Awareness Consideration Purchase

Awareness
What is the Buyer Doing at this Stage?

So what does this look like in the real world?

The Company: Rugged Tablets is a manufacturer of tablets that are
designed to operate reliably in harsh usage environments and
conditions, such as strong vibrations, extreme temperatures and
wet or dusty conditions.
Company’s Target Audience: Businesses that have field workers
that rely on on-site internet connectivity. Industries include but are
not limited to construction, utility services, law enforcement,
appraisers, and more.
A buyer journey from start to finish as the marketer.

A buyer journey from start to finish as a buyer.
Scenario: IT has been tasked with lowering the cost of fragile
tablets used by field workers at a utility company. Costs of repairing
damaged tablets is high.

Awareness
Infographics
Quizzes
Blogs
Video
Goal: Engagement & Awareness

Interactive Infographics
Show key features of your
solution and why it is beneficial
to your target audience..
1
2
Imagery shows use cases for
solutions as well as the key
features that will solve pain
points. In this case, it's a rugged
outer shell.
3
Data points showcase the value
of the solution and how it has
impacted businesses/consumers.

Marketing Video
1
2
Show products in action
to demonstrate
reliability.
Tell a story about
your product or
service that is
relatable to your
audience.

As buyers continue to self-educate,
it is increasingly important for
marketers to influence buyers early
in their journey.

Companies that are using
interactive content are more likely
to have buyers reveal themselves
early in their journey.

Consideration
What is the Buyer Doing at this Stage?

Consideration
Assessments
Ebook
White
Papers
Goal: Education & Exchange of Information
Annual
Reports
Case
Studies

Interactive Ebooks
1. Buyers are more willing to dive
into long form content at this
stage.
2. Break content into chapters so
that users can easily access what
is important to them.
3. Gating interior chapters is ok at
this stage.

Purchase
What is the Buyer Doing at this Stage?

Purchase
Solution
Finder
Product
Tour
Configurator
Goal: Inspire Action
Calculator

Tours
Interactive tours
of your product or
service can show
key features or
best practices
Tours can be great
companion pieces to demos
either prior to the
scheduled demo or as a
follow up.

Don’t forget the customer...
Best
Practices
Inspiration
How To’s
Goal: Educate, Show Value, Nurture
Education

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How Interactive Content Accelerates the Buyer Journey

1. How Interactive Experiences Accelerate the Buyer Journey

2. Who is Hosting Carlos Ramos Stephanie Mansueto Director of Content Strategy Director of Customer Success Customer Success Manager Jessenia Azcue

3. What we will cover: 1. The buyer journey by definition 2. What buyers are looking for at each stage 3. What content will accelerate buyers through the funnel 4. The value of weaving interactivity into your content 5. Q&A

4. Companies that are using interactive content are more likely to: ● have buyers reveal themselves early in their journey ● have measures of engagement or interest ● understand how content influences awareness or consideration.

5. The Buyer Journey Awareness Consideration Purchase Research leading up to making a purchase.

6. Research shows that specific content is more impactful to buyers at specific times during the buyer journey.

7. The Buyer Journey

8. The Buyer Journey

9. In its most simple form, interactive content is content that is created with the intention of capturing user attention and encouraging them to take action. What is Interactive Content?

10. How Can Interactive Content Accelerate the Buyer Journey?

11. The Buyer Journey Awareness Consideration Purchase

12. Awareness What is the Buyer Doing at this Stage?

13. So what does this look like in the real world?

14. The Company: Rugged Tablets is a manufacturer of tablets that are designed to operate reliably in harsh usage environments and conditions, such as strong vibrations, extreme temperatures and wet or dusty conditions. Company’s Target Audience: Businesses that have field workers that rely on on-site internet connectivity. Industries include but are not limited to construction, utility services, law enforcement, appraisers, and more. A buyer journey from start to finish as the marketer.

15. A buyer journey from start to finish as a buyer. Scenario: IT has been tasked with lowering the cost of fragile tablets used by field workers at a utility company. Costs of repairing damaged tablets is high.

16. Awareness Infographics Quizzes Blogs Video Goal: Engagement & Awareness

17. Interactive Infographics Show key features of your solution and why it is beneficial to your target audience.. 1 2 Imagery shows use cases for solutions as well as the key features that will solve pain points. In this case, it's a rugged outer shell. 3 Data points showcase the value of the solution and how it has impacted businesses/consumers.

18. Marketing Video 1 2 Show products in action to demonstrate reliability. Tell a story about your product or service that is relatable to your audience.

19. As buyers continue to self-educate, it is increasingly important for marketers to influence buyers early in their journey.

20. The Buyer Journey

21. Companies that are using interactive content are more likely to have buyers reveal themselves early in their journey.

22. The Buyer Journey Awareness Consideration Purchase

23. Consideration What is the Buyer Doing at this Stage?

24. Consideration Assessments Ebook White Papers Goal: Education & Exchange of Information Annual Reports Case Studies

25. Assessments

26. Interactive Ebooks 1. Buyers are more willing to dive into long form content at this stage. 2. Break content into chapters so that users can easily access what is important to them. 3. Gating interior chapters is ok at this stage.

27. The Buyer Journey Awareness Consideration Purchase

28. Purchase What is the Buyer Doing at this Stage?

29. Purchase Solution Finder Product Tour Configurator Goal: Inspire Action Calculator

30. ROI Calculator

31. Tours Interactive tours of your product or service can show key features or best practices Tours can be great companion pieces to demos either prior to the scheduled demo or as a follow up.

32. Data Dialogue

33. The Buyer Journey

34. Don’t forget the customer... Best Practices Inspiration How To’s Goal: Educate, Show Value, Nurture Education

35. Content that Nurtures the Relationship

36. Thank you.

How Interactive Content Accelerates the Buyer Journey

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