The Stages of Launching a Successful, Strategic Interactive Content Experience
When it comes to creating an interactive content experience (or any content for that matter) nothing is more costly than the time and resources that we put into it. Long before I sit down to start writing content, I spend hours and sometimes even days brainstorming my ideas, researching the topic, measuring its potential value, and documenting a go to market strategy for the piece.
In order for our content to be successful, we need to look at every piece that we create as something that we can get extra mileage from. Why invest time and resources into something that has no longevity? In this post of our Back to Basics series, we will be focusing on all the steps you should take before launching your interactive content experience, from the initial thought to post launch.
Determine Who Your Audience Is & Where You Plan to Market Your Content
A documented content strategy will help you answer the most important questions about your content: who it’s for, what problem it will solve, where it will be marketed, when it will go live, and why it’s needed. Determining who your audience is and where you will drive traffic from, will help guide you when pinpointing what type of content will be most impactful.
Pick an Asset – Mark it Up
When a new ion customer is onboarding we always encourage them to look to their static content for inspiration on what to make interactive. We actually shared details on how to take a tried and true static piece and turn it interactive right here on Medium earlier this week. One of the quickest and most effective ways to do this is to spend some time marking up your content piece by circling or highlighting the sections that you find most impactful. Combing through the content and finding the most impactful content helps you reimagine the content as something interactive.
Select a Content Type and Think Outside the Box
With every robust piece of content that we receive from a customer (white paper, ebook) we try to coach them into reimagining it as several content pieces rather than just an interactive version of itself. If we are looking to get a lot of mileage from a single piece of content, the best thing that we can do is find new ways to repurpose the content within and reuse it in new ways.
Leverage Templates or Quick Starts to Get the Content to Market Quicker
Rather than code and design a complete interactive experience from scratch, a Quick Start can serve as a guide for creating an interactive experience that is built using interactive content best practices.
Proof, QA, Launch
The final stage of your content creation process should include a strategic QA process where you test each element on the experience for accuracy and correct tagging.
Mary Burns, ion interactive QA Manager says, “Taking one last, long look at your creative, from top to bottom, ensures that you are launching the best possible experience. Creating a GoLive Checklist and making sure to go over over it each time you launch something new helps prevent missing or broken links, typos, and other errors. It also reminds you of things to include like conversion points, integrations, scripts, disclaimers, and anything else you may need.”
Report, Test, Repurpose
Once your interactive experience has launched, it’s time to start reporting and tweaking the content in order to determine what resonates most with your audience.
After your content goes live, find new ways to repurpose it to create something fresh for your audience by running an A/B test. Headlines, imagery, CTA placement, and copy can all be tweaked and tested against the original.
To learn more about the process of creating interactive content, watch the Back to Basics webinar here.