Top 17 of 2017? Furthering our Education
If I could sum up what 2017 meant for me in the world of interactive content, it would be, education. I set out early in the year to educate myself, my colleagues, and our customers on how to write interactive content well, select the right experience for your content, and how to repurpose existing content into an interactive content piece.
“To teach is to learn twice.” — Joseph Joubert
I kicked this off by hosting a webinar with ion’s Director of Customer Engagement, Audrey Ross. It was the first webinar I hosted for ion interactive, and it focused on repurposing static content as a brand new interactive experience.
One of the challenges I often hear from customers is finding the time to write completely new content for their upcoming interactive experience. Trust me, I understand. Most of us are constantly creating content; blogs, product sheets, and support material. And it’s always my recommendation that when looking to create interactive content, look to existing content first.
A Webinar about Repurposing
In my first webinar, I shared the journey that I took from taking a static piece of content—a robust one at that—and turned it into multiple interactive experiences. From this static piece, we launched a solution finder, infographic, and quiz. During our webinar, we showed the steps that were taken to get to the point where we could reimagine the static content in our experience as interactive.
Attendees to the webinar were engaged with the topic and examples we shared which meant that our inboxes were full of questions following the webinar. It is because of this reason; this webinar was a highlight for me in 2017.
Didn’t get a chance to attend? Watch the webinar here.
How to Write for Interactive Content
In November, I hosted a webinar on best practices for writing interactive content. Writing for interactive content can be challenging for marketers who are used to traditional copywriting strategies. The purpose of this webinar was to educate these marketers on the way that we write copy for assessment questions, interactive ebooks, and more.
“Everything is copy.” — Nora Ephron
A well-designed experience needs to give hierarchy to what is important and helps marketers and users achieve their end goal. For a user, it could be gaining access to an asset that will educate them to solve a pain point or purchase a product. Marketers end goal could be increased engagement with the audience or higher conversions on a page they launched.
Whatever the reason, the content that will best serve the end goal needs to be easily accessible. The copy will help achieve this, either in the call-to-action on a landing page or in the questions we ask a user to answer in an assessment.
Watch the webinar on how to write for interactive content.
Stephanie Mansueto is a Content Strategist at ion interactive and blogs about interactive content at medium.ioninteractive.com.
The ion interactive enterprise SaaS platform empowers modern marketers to produce data-driven interactive content at scale and without code. ion’s marketing technology and services deliver measurable business value for hundreds of brands and agencies. ion’s platform launches, customizes and tests all types of engaging interactive digital experiences — infographics, ebooks, assessments, quizzes, lookbooks, interactive white papers, calculators, wizards and configurators. The platform delivers competitive differentiation, conversion performance and lead quality for in-house and agency teams. Connect with ion interactive on Twitter, LinkedIn, Facebook, Instagram and Medium or visit ioninteractive.com.
