Creating Your Interactive Formula for Success

January 4, 2018 Vanessa Porter

Like most marketing nerds I know, I like to come up with successful marketing plans and figure out what works with my audience. Once I know what works, I like to repeat that experience and refine it so I keep getting results.

However, when most of my fellow marketers become SnapApp customers, they start focusing on the platform and forget about how to connect the content to their current marketing formulas.

So I’d like to spend some time and talk about how you add or substitute interactive content into your current marketing formulas to amplify your marketing success. And in the process, try not to overwhelm you with puns.

 

What’s Your Formula Today?

Often, we get so busy we don’t think about the ways that our marketing teams are structured and how we execute on initiatives, but it’s worth the time to take a step back and understand your current planning process. We do this so we can identify where we are going to layer interactive in the coming year.

So, what’s your organizing framework for how you do your marketing?

Some marketers use themes through the year. Words like: connecting, inspiring, changing, etc. come to mind. Some people like to select a theme for the whole year, other organizations select a theme for a quarter or specific to a campaign.

Other marketers view their world in campaigns. It might be around a product or funnel stage or lead status. These campaigns often have very measurable KPIs and goals around them.

Whether you see in campaigns or themes, you probably also look at the world by either tactics, personas, or buyer lifecycle.

  • With tactics you focus around the various marketing channels and programs like email, social, SEM, website, webinars, blog, PPC, and paid media.

  • Buyer personas allow you to focus on one the different types of people you market to and allow you to personalize your tactics, campaigns, and themes.

  • Buyer stage allows you to focus on what the person wants to get out of their interaction with you. Are they just learning about your company or are they considering one of your solutions for a specific pain point?

Whether you think about your marketing in all these layers or not, you may be surprised that you actually have a formula that works for you.

For example here are some common “formulas” we see:

 

Goal: Brand awareness

  • Tactics: social, paid media, website messaging, landing pages

  • Content: TOFU content like thought leadership webinars, sponsored 3rd party content, “quick” content like short ebooks or infographics

  • Frequency: new content once a month

 

Goal: Engagement

  • Tactics: email (blast, nurture, follow-up), blog, landing pages

  • Content: “How-To” guides, “Best Practice” white papers, webinars, blog content  

  • Frequency: content once a quarter, bi-weekly email outreach, weekly blog posts

 

Goal: Increase conversions through customer stories

  • Tactics: email, website, paid media, social

  • Content: customer case studies, customer video, reviews

  • Frequency: content monthly or as it comes in, daily promotion on social, monthly spotlights

 

What’s interesting about this, is it allows to “know” what to do next. Many parts of what you do is repeatable. Sure the themes, campaigns, buyer personas, or buyer stage may change, but what you do does not.

So when you have access to a new type of content like interactive, the question we get most is where does it fit?

First, let’s be clear: Interactive deployment is designed to drive results at scale, not be a single piece of content. So for your formulas, you can subtract, add, or multiply.

 

Subtract

Perhaps the easiest place to optimize your marketing formula is by thinking on how to substitute something that isn’t working for something that could work better. We do this all the time. Maybe you’ve switched out a white paper for a webinar or a workbook instead of a blog post.

The idea here is to identify something you’re doing and replace it with interactive content.

 

Below are some common scenarios we see this with:

  • Substitute a white paper for a maturity assessment

  • Substitute a blog post with a knowledge quiz

  • Substitute a nurture email content (ebooks, blogs, etc.) with a product picker

 

Note: it’s not just the content you’re switching out, it’s the way you promote it too. Imagine social ads that point to calculators instead of lead-gated PDFs or emails that point to assessments instead of… a lead gated PDF!

 

Why do I mention a lead gated PDF? Because most content, no matter WHAT it is, is that. Interactive content isn’t though. Interactive content allows you begin a conversation with a person without asking for their information up front.

 

Add

“Subtracting” or substituting is an easy place to start, but you might want to consider just adding interactive content into a campaign. Let’s take one our example from earlier: brand awareness.

Goal: Brand awareness

  • Tactics: social, paid media, website messaging, landing pages

  • Content: TOFU content like thought leadership webinars, sponsored 3rd party content, “quick” content like short ebooks or infographics

    • Additional content: survey, readiness assessment, knowledge quiz

    • Tactics – remain the same!

  • Frequency: new content once a month

By adding three additional pieces of content we can give the prospects more options with which content format they want to engage with. Instead, you are just adding touch points and opportunities to move someone down the funnel.

Not only are you adding touch points, you can also add questions that matter. Ask your sales team what questions they need the answers to qualify a prospect and make sure you embed that question into your content. By adding questions that matter, you add value to both the user and to your team.

 

Multiple

Which leads to multiplying your marketing. If you have additional content, you can extend the length of your campaign. Longer campaigns mean less time coming up with ideas and more time you can go deeper on other product lines, buyer personas, or channels. This is now really powerful stuff! If you can 5x the numbers of leads, MQLs, or demo requests – it’s worth trying right?

 

The best part is that you don’t have to think too hard about the interactive content your creating. Our best customers are creating templates and just switching out content for the campaign. This allows them to multiply their efforts and cover more personas, stages, or channels.

So come up with your template for nurturing leads in the database or a template for engagement for social. By focusing on the business goal, you can multiply your content by persona, tactic, or campaign!

 

Divide

Where do you begin? Take the content you have today and divide it into more snackable bit-size pieces of content. Then make the decision you have to replace current content with that new content or just add it to the campaign.

The point here is to do less work. Your audience will be excited to interact with content that is more personalized and value-added.

Often customers like to start with their meatiest piece of content: a white paper or webinar and then create content from that. You do this already with emails, blogs, infographics, and even ebooks. At SnapApp we have a bunch of resources to help you get started like our guide, Making Interactive Content a Reality

 

Simple Math Does the Trick

As you come up with your formula for success, it’s important to no over complicate it. Your interactive content should be simple and to the point. There are dozens of experiences that our customers find to be successful!

About the Author

Vanessa Porter

Vanessa Porter is Director of SnapApp's Interactive Marketing Strategy Group and obsessed with everything marketing. Between running races, Vanessa is busy dreaming up and strategizing how B2B marketers can achieve better results through human-to-human marketing. Vanessa is a Boston University graduate and currently working on her Masters in sustainability at Harvard.

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