How to Make Interactive Content in Under 30 Minutes
September 26, 2017 | snap_press | Link
Creating content takes time. That’s just an objective truth. Especially creating appealing content that gets audiences to actually sit up, maintain attention, and, ideally, convert.
But how much time is up to your own process and tools available to you.
We often hear that one of the impediments to creating interactive content is the ideation and build time. Some creators struggle a bit outside of the ebook and blog format to create new content experiences.
Given how much buyers prefer and even expect interactive content at different stages in their shopping research, this road block needs to be cleared out – for the sake of marketing teams across the nation!
Good news: with the right creation platform and approach, interactive content can be created exponentially faster than blogs OR ebooks. And we’re prepared to prove it.
To demonstrate a best practice approach for creating interactive content at scale, we tapped our Senior Training Specialist, Michael DiPeitro, to show us how to do it in under 30 minutes.
Two Essential Ingredients Before Building
Okay, fine, fair – with the copywriting included, the above assessment took an hour and 10 minutes. But! That’s still much faster than writing original blog piece to promote the ebook (at least one that’s going to get decent readership).
However, before work on the copy commences, the major first step that can often get overlooked is simple: establishing the goal of the content experience.
For the FreshBooks assessment, the goal is: Promote ebook while converting AND qualifying leads.
Why is this so important? Because it determines how the content will be used and what the metrics of success will be. It also shapes what should be included in the assessment (or quiz or interactive infographic, etc.).
Since we want to both convert leads AND qualify them, a lead form is placed right before the results page and two qualifying questions are inserted into the assessment.
The copy was written in about 40 minutes and three of the five questions were taken straight from chapters in the ebook.
The two qualifying questions should be decided upon with your sales team or lead scoring manager.
Here’s the full copy below:
Ebook: Mastering the Art of Productivity in Your Small Business
5-question assessment: Is Your Business Set Up for Productivity?
Goal: Promote ebook, and capture and qualify leads.
Is Your Business Set Up for Productivity?
Answer these five questions and see how smooth a ship your business is running. Your result will include a free ebook!
1. What size is your overall business? (qualifying question)
2. Does each employee have individual goals they set for each quarter? (page 16, step 3 of ebook)
Yes, they do
No, they don’t have specific goals
They have departmental team goals
I’m not sure
3. How often are agendas prepared for meetings? (p.25 of ebook)
Every meeting, both internal and external
Only for external and client meets
Only non-recurring meetings
We don’t do meeting agendas
4. How selective are you when taking on new clients or adding customers? (p.22 of ebook)
We’re selective, only taking clients and customers that fit our ideal target
We have an ideal target, but will take clients that don’t fit perfectly
We’ll take anyone
5. Do you use tools outside of Google Apps and Microsite Office to track projects and payroll? (p. 24, plus qualifying question)
Yes, we use advanced project management and payroll tools
We use some additional free tools that help, but no premium tools
We pretty much only use Excel or Google sheets
Lean and mean
Keep up the good work! Your business is selective and focused, both internally and externally. But there’s always room for improvement.
Check out our ebook: Mastering the Art of Productivity in Your Small Business (link)
Pretty good shape
You’re on a good path, and probably continuing to make big strides with your organization and project approach.
We’ve got some great tips for you to consider in our ebook: Mastering the Art of Productivity in Your Small Business (link)
Need some improvement
Don’t panic, but you could definitely tighten some things up. Even some small adjustments can make big impacts.
You’ll find plenty of helpful tips in our ebook: Mastering the Art of Productivity in Your Small Business (link)
Quick note: One of the strengths of interactive content it its ability to dynamically adapt to individual users. What does this mean? Don’t be afraid to to different pieces of follow up content to each result page.
If someone gets a top score, provide them with a webinar instead of an ebook. If they get a low score, provide them with a broader, more introductory piece of content.
3 Steps to Quick Interactive Design
For the FreshBooks example, we decided to do a landing page background image and a textbox overlay for the questions. This is a minimal, but visually appealing design.
Interactive content really does not need to have a very complex design to be effective. Just look at how the NY Times uses minimal design for their interactive content, which is wildly popular.
Adding the logo to page one. Once you’ve established the overall layout and structure, first step is to add the logo. Once added, you can apply it to all future pages.
Selecting on-brand font, hover and button colors. Check your brand guidelines for the correct font to use and color. If you can’t find your brand guidelines, download a browser plug in like ColorZilla that can take color samples from web pages, then you can add those colors to your content.
Once color and font have been added to one page, you can copy that styling for each additional page and just sub out the correct copy.
Choosing a background image. There’s no art to searching for appropriate stock photos. In this case, the assessment subject was about work productivity, so selecting a “productive” theme for the image would be best. We went with a modern office interior.
Two things. One, now that you have an on-brand interactive template, the next piece of content you make can be done twice as fast – literally just subbing out the copy to promote a different event or ebook.
Once you have your interactive experience published out into the world, you can now leverage that experience in your promotion channels.
Choose call to actions that have a personalized angle to them. Copy like “Test Yourself” and “See where you stand” offer a more immediate result for your audience and interests them on a more individual level.
Want to learn more about creating interactive content with SnapApp?