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B2B Brands Go Bold: 7 Great Examples of Interactive B2B Content

B2B Interactive Content Examples If you’re not convinced that interactive content in the B2B space can work: Well, first check out these interactive content stats. If you’re still on the fence, here’s an object lesson from a master of audience engagement: Freddie plays that 100,000-person crowd like an instrument. You can feel the energy, even through a tiny YouTube window. When you invite your audience to be part of the show, the results can be magical. Now, odds are your brand can’t match the raw charisma of Freddie Mercury in tight jeans. But you can still get your audience cheering with interactive B2B content. Here are a few great examples to light your creative fires and open your B2B minds to the possibilities of interactive.

7 Great Examples of B2B Interactive Content

What do we mean by interactive content? Generally speaking, it’s any content that requires more input from the user than simply scrolling or clicking links. In practice, there are a few broad categories:

  • Interactive infographics use animation, navigational elements, and customizable data sets.
  • Interactive eBooks can incorporate audio, video, and animation.
  • Quizzes ask users a series of questions and display results.
  • Calculators allow users to input and manipulate data to view potential outcomes.
  • Interactive video lets users make choices that affect the plot of a short film.

#1: IBM Takes Storytelling to the Next Level

We often talk about storytelling in B2B content. But it’s usually in the context of helping customers see what life with our solution could be like, or highlighting success stories. IBM takes the concept more literally in this interactive video. IBM Interactive Content Example It’s a fully-realized work of fiction, presenting an original story of a power plant operator struggling to bring power back on during an outage. The user has to help the protagonist make decisions (and learn about IBM’s app suite along the way). The true mark of greatness for this piece is it’s compelling even if you know nothing about mobile apps for power plant management. It actually stands on its own while still being relevant to IBM’s target customer.

#2: NASDAQ Spices Up Case Studies

Customer success stories are some of the most valuable marketing material you have. When a buyer is doing research, though, they get repetitive fast: Customer had problem, tried our solution, got great results. NASDAQ livens up their case studies in this animated eBook. Client testimonials zoom in; pages are easy-to-browse with extra detail hidden behind tabs. The layout helps NASDAQ highlight the most important parts of the case study, while still offering depth for interested customers. Nasdaq Interactive eBook Example

#3: DivvyHQ Takes Us Back to the Future

TopRank Marketing helped create this interactive eBook for DivvyHQ. The challenge for this piece was to present a metric ton of content in an easy-to-browse and compelling format. We chose a lively pop-culture theme to unify the content. Then we focused on strong navigational elements that guide the reader while still allowing them to choose their own path. DivvyHQ Interactive Content Example The result? An instantly engaging piece that encourages readers to explore. As a bonus, we were able to use the theme for spin-off pieces like blog posts and promotions.

#4: HubSpot’s Website Assessment Makes the Grade

Automated tools are the next evolution of assessment-style interactivity. If your solution is web-based, you may be able to show customers specifically what you can do for them. HubSpot offers this web performance evaluation site that has proven to be a powerful lead-generation tool. There’s minimal interaction required — the user puts in a URL and an email address— but the in-depth results are more than compelling. It’s a great example of how to win customers by providing value up-front.

#5: VenturePact Elegantly Answers a Common Customer Question

Calculators are an often-overlooked type of interactive content. In this case, a calculator helped VenturePact fix a leak in their marketing funnel. VenturePact discovered that price was their potential customers’ number one source of hesitation. Many of VenturePact’s prospects balked at requesting an estimate before they had a general idea of how much the agency’s services might cost. VenturePact’s mobile app price calculator asks detailed questions about a potential product to generate a rough estimate of cost, then invites the user to fill in a form for a more detailed estimate. Venture Pact Interactive Calculator Example

#6: Prophix Showcases Actual Intelligence

Audio is an under-explored component for interactive content. It’s easy to assume our audience is going to have us on mute. But audio can make content more compelling, especially influencer content. It’s easier than ever to capture audio, with tools like Zencastr. It makes sense to add that component wherever you can. This interactive eBook for our client Prophix uses influencer audio and a computer-generated “virtual assistant” to make the material more compelling. We saw an unprecedented level of interaction with this piece; our analytics showed people were spending a great deal of time and clicking deep into the asset. Prophix Interactive Content Example Read the full case study to learn more about our approach to this interactive content campaign.

#6: SnapApp Gamifies Lead Collection

Lead capture is a balancing act: If we ask for too little data, we could be capturing underqualified leads. If we ask for too much data, people will run away screaming. This Candyland-themed piece from SnapApp—which happens to fall into the interactive content tool category—solves the problem in an elegant fashion. SnapApp Interactive Content Land Example On every stage of the game, you get two to three pieces of marketing advice and one question to answer. The questions are all stuff that’s useful to SnapApp: How big your team is, what your role is, etc. It’s a lot to ask, but the useful info and whimsical experience make it a fair trade for the customer.

Bonus Example: TopRank Marketing Breaks Free of Boring B2B

TopRank Marketing wants to make 2019 the year that boring B2B finally goes extinct. To help things along, we created Break Free of Boring B2B. It has advice from folks like Ardath Albee, David Meerman Scott, Brian Fanzo and more… and laser-powered grizzly bears, sharks, and pugs in sports cars.

Click Here to see the Break Free from Boring B2B Guide in Full Screen Mode

Ready, Freddie? Let Boring B2B Content Bite the Dust

These examples prove that interactivity boosts content effectiveness no matter what your goals might be. Whether it’s creating awareness, educating customers, driving leads, or attracting talent, content is more engaging when it invites the reader to play along. Speaking of interactive content for B2B brands, our own Lee Odden will be digging into this topic at the upcoming B2B Marketing Exchange conference in Scottsdale, AZ during his presentation: Break Free of Boring B2B with Interactive Influencer Content, which is set for Tuesday, Feb. 26, 2019.

The post B2B Brands Go Bold: 7 Great Examples of Interactive B2B Content appeared first on Online Marketing Blog – TopRank®.

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Our 2019 List: The Top 50 Social Media Marketing Influencers

2019 TopRank Marketing Social Media Marketing Influencers

2019 TopRank Marketing Social Media Marketing Influencers

It's that time of year, marketers. Once again, we're absolutely thrilled to present our annual list of 50 influential leaders who are engaging on social networks around the topic of social media marketing.

The goal of this annual list? To showcase the top 50 influential voices in the marketing industry we can all learn from and follow.

List Methodology:

Influencer Relationship Management (IRM) Platform Assisted: Ranking of the people in this list leverages data and algorithms from Traackr, which is an influencer relationship marketing platform. Unlike the vast majority of lists like this that are published online, this list considers many more data sources than just Twitter. To provide a better sample across the web, Traackr rankings can include citations and links from data sources such as blogs, publications, Twitter, Facebook, LinkedIn, YouTube, Instagram, and Pinterest.

Ranking data sources and scoring: For the ranking, this list leverages a combination of data points including:

  • Relevance: A score that indicates how influential a person is to a specific topic based on the keywords you provide. Signals for relevance include keyword mentions, keyword diversity, content production rate, freshness of content and other contextual measures. In this case, it was "social media marketing" as well as 10-plus derivative phrases.
  • Resonance: A score of how impactful the influencer is with their audience. Resonance measures engagement activity that occurs as a result of publishing (mostly social) content.
  • Reach: A score derived by the reach algorithm that takes into account followers, fans, subscribers, visitors and other audience metrics. Remember, this is more than just Twitter.
  • Audience: Unsurprisingly, this refers to overall social audience size.

Each of these signal sources are factored into the algorithmic ranking for identified influencers with a focus on topical relevance, resonance of message with the audience and then audience reach. The result is a combination of broad-based influencers as well as individuals with a very specific focus and very high resonance and relevance scores. You'll see new faces as well as as a variety of disciplines and specialties represented.

Many thanks to all who continue to actively share their knowledge about social media marketing through year-round engagement and by providing help to others with insight and expertise in our vast social realm. We hope this list will serve as a handy jumping off point to start your ongoing journey of learning from these leading social media marketing industry influencers.

You'll likely see both many familiar faces and a wonderful variety of new social media influencers. We plan to learn new lessons from these 50 social media marketing influencers and hope you'll do the same throughout the year.

2019 — 50 Social Media Marketing Influencers

Kim Garst @kimgarst
CEO, KG Enterprises

Donna Moritz @sociallysorted
Visual Content Strategist, Socially Sorted

Ian Anderson Gray @iagdotme
Founder, Seriously Social

Neal Schaffer @NealSchaffer
CEO, NealSchaffer.com

Madalyn Sklar @madalynsklar
Social Media Speaker & Consultant, MadalynSklar.com

Dan Gingiss @dgingiss
CEO, Winning Customer Experience, LLC

Brian Fanzo @isocialfanz
Founder and CEO, iSocialFanz

Mari Smith @MariSmith
Social Media Speaker & Consultant, MariSmith.com

Rebekah Radice @rebekahradice
CEO, RadiantLA

Jasmine Star @jasminestar
CEO, JasmineStar.com

Carlos Gil @CarlosGil83
CEO, Gil Media Co.

Tamara McCleary @tamaramccleary
CEO, Thulium.co

Dustin W. Stout @dustinwstout
Co-Founder, Warfare Plugins

Peggy Fitzpatrick @PegFitzpatrick
Marketing & Social Media Manager, Kreussler Inc.

Michael A. Stelzner @mike_stelzner
CEO & Founder, Social Media Examiner & Social Media Marketing World

Lee Odden @LeeOdden
CEO, TopRank Marketing

Christopher Penn @cspenn
Co-Founder and Chief Innovator, Trust Insights

Owen Hemsath @owenvideo
Video Producer, The Videospot

Bernie Borges @bernieborges
Co-Founder & CMO, Vengreso

Samantha Kelly @tweetinggoddess
Owner, Tweetinggoddess

Heidi Cohen @heidicohen
Chief Content Officer, Actionable Marketing Guide

Brooke B. Sellas @brookesellas
Founder & CEO, B Squared Media

Gini Dietrich @ginidietrich
CEO, Arment Dietrich, Inc.

Roberto Blake @robertoblake
Owner & Creative Director, Create Awesome Media

Chris Strub @chrisstrub
CEO, I Am Here LLC

Mark Schaefer @markwschaefer
Executive Director, Schaefer Marketing Solutions LLC

Jay Baer @jaybaer
Founder, Convince & Convert

Nicky Kriel @nickykriel
Social Media Consultant & Strategist, Nicky Kriel Social Media

Park Howell @parkhowell
Business Story Strategist & Keynote Speaker, Business of Story

Amanda Webb @spiderworking
Social Media Trainer & Strategist, Spiderworking

Andrew Pickering @andrewandpete
Co-Founder, Andrew and Pete

Viveka Von Rosen @linkedinexpert
Co-Founder & Chief Visibility Officer, Vengreso

Sean Cannell @seancannell
Founder, Think Media

Amy Porterfield @amyporterfield
Online Marketing Expert & Trainer, Amy Porterfield, Inc.

Steve Dotto @dottotech
President, Dotto Tech

Guy Kawasaki @GuyKawasaki
Chief Evangelist, Canva

Sue Beth Zimmerman @suebzimmerman
Keynote and Breakout Speaker, Sue B. Zimmerman Enterprise

Ann Handley @annhandley
Chief Content Officer, MarketingProfs

Sunny Lenarduzzi @sunnylenarduzzi
Social Media Strategist & Consultant, SunnyLenarduzzi.com

Laura Rubinstein @CoachLaura
CEO & Social Media Strategist, Transform Today

Josh Elledge @joshelledge
Founder, UpMyInfluence.com

Ramon Ray @ramonray
Editor and Founder, Smart Hustle Magazine

Chalene Johnson @chalenejohnson
CEO & Social Media Consultant, Team Johnson and SmartLife

Brian G. Peters @brian_g_peters
Strategic Partnerships Manager, Buffer

Robert Rose @Robert_Rose
Chief Troublemaker, The Content Advisory

Lewis David Howes @lewishowes
Founder, School of Greatness

John Jantsch @ducttape
President, Duct Tape Marketing

Ian Cleary @iancleary
Founder, RazorSocial

Jo Saunders @mrslinkedin
Trainer & Conference Speaker, Wildfire Social Marketing™

Billy Gene Shaw @askbillygene
Founder & CEO, Rethink & Relive LLC

Spread the Social Wisdom & Love

Statistical analysis, no matter how deep and well-researched, can only go so far in finding the people who you'll find the most helpful and influential in your daily professional marketing lives, which is why we'd love it if you'd please share the name of social media marketers that influence you most in the comments section below.

Some of our social media marketing influencers will be speaking at this week's Social Media Marketing World 2019 conference, and we'll have plenty of live-blog coverage of the event throughout the week, from our Senior Digital Strategy Director Ashley Zeckman and Content Strategist Anne Leuman. See where we'll be here.

To further your own social media marketing expertise, here's a bonus list of our top 5 posts about social media marketing from the past 12 months:

The post Our 2019 List: The Top 50 Social Media Marketing Influencers appeared first on Online Marketing Blog - TopRank®.

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