Today we’re talking about content. Specifically, interactive content. The kind you can view online, anytime, any day, and interact with. Here’s an overview of the new white paper from KnowledgeVision called “Interactive 24/7 Content: Why Online Presentations Belong In Every Digital Content Strategy”.
There are a lot of content types. White papers? Videos? Blog posts? Infographics? What’s that? We’ve got an infographic for that. Download our infographic: “The Pros And Cons Of Online Content Types” below.
Have you ever heard of online presentations? These show you video and slides together, as well as web pages, images, forms, navigation, transcripts, notes, links, and downloads. They’re in the cloud, so they’re available anytime as long as you are too. They’re multisensory, engaging, searchable, and trackable. They can be shared or embedded, and they encourage interaction.
So we’re talking not just about content, but… content.
In The Beginning
In the beginning, you had slideshows. Whether silent or accompanied by audio, online slideshows could break down complex ideas pretty quickly.
You know how a picture is worth a thousand words. Video is over a thousand pictures a minute. You see these concepts put into motion, with facial expressions and body language, like laughter, confusion, and irony. It’s beyond content. It’s an experience.
Three Interactive Content Examples
The white paper goes into detail about what interactive online presentations are, but I want to focus on how they’re used.
They’re great for corporate training and learning programs, for instance. Every company has online learning content. It just needs to be captured and put online. Every time an executive makes a speech at a conference, or a developer or product manager gives a technical briefing, or a manager wants to address a team, you get content.
You can publish the video and slideshow, share training documents, and track who has viewed the material. They can navigate, click the links and follow the transcript. Check out our example of a link which goes to an example of a transcript. You can even connect to learning management systems that follow the SCORM standard. And any browser works. No excuses.
Another example found in the white paper is Content Marketing. Corporate storytellers have day jobs, too, so if you can get them on a video just once, you can use it to tell those stories over and over while they go back to work. This makes your marketing and sales slide decks more effective.
According to a DemandGen Report study in 2012, 94% of B2B buyers view multiple pieces of content from you before they buy. Consumers do it too. Wow.
Content marketing programs help move prospects down the sales funnel. Short overview presentations and thought-leadership pieces attract them early on, like landing page videos and on-demand webinars. Later in the funnel, more detailed content explains your product features and applications, to help people decide. And you track it by viewer, and bring it into marketing automation tools like Marketo and CRM tools like Salesforce.com.
Another way to use interactive presentations is for public relations and company communications. It’s the new sensation that’s sweeping the, anyway. When you need to reach a global enterprise or share with industry or mainstream media, an interactive video presentation lets you make live and on-demand versions of important announcements and updates. Analytics shows you who watched, when they watched, and how much they watched, so you know who to follow up with.
These are great for quarterly earnings announcements and analyst briefings, because you can illustrate your data in charts and graphs while you talk about the numbers.
Your content strategy includes materials for training, sales and marketing, and communications. An Online Presentation includes the excitement of a live event, the detail of a white paper, the interactivity of a social platform, the sharability of an online video, and the trackability of email.
It is a new form of content that belongs in your overall content strategy. While you will always try to reach your audience in several different ways and drive them to action, no single type of content will match the capability of an online presentation.
If you want to make your own online interactive presentations, try us for two weeks.
This post was originally published at the KnowledgeVision Fresh Ideas Blog.