How to Clean Up Your Static Content

Spring is in the air—time for a little spring cleaning. Time to retire static content experiences and refresh them with interactivity. Read on to discover how interactive content can resonate with your prospects and inspire more engaging dialogue throughout the buyer’s journey.

    There is little semblance of spring in South Florida, though for the purposes of this blog, we’ll play up that one stretch of 50-degree weather we had last December. It’s April now and AC units have begun their nonstop hum. We’ll soon prepare our pantries for hurricanes-to-be. Sunlight shines over our evening commutes. It’s official: spring is here.

    With springtime comes spring cleaning—buckets, mops, and brooms. It’s a time to unearth $20 bills from the pockets of last summer’s shorts. It’s a time to sweep out the cobwebs, purge the lid-less Tupperware containers, and give your space a refresh for new thoughts and experiences to live.

    Couldn’t the same logic apply to cleaning up our content? With a dash of interactivity (and a little elbow grease), we say it can.

    Clean-Up on Aisle 3: Three Tips for Developing a Strategy

    Ready to get started? Roll up your sleeves and evaluate the content in front of you. As with the organization of your home or office space, you’ll want to focus on specific areas first.

    Starting with a smaller task, like turning static data into an interactive infographic, could be a good place to begin.

    The content that will resonate with your prospects is content that excels in creating awareness (with the metrics to prove it). Not only will cluttered content fail to resonate—it will add to the clutter your prospects already encounter on a daily basis. From tweets to stories to updates, we are thisclose to content overload at any given moment. Knowing this means crafting better content experiences that will pique prospects’ interest long after they’ve clicked through to your site.

    Have a piece of content with compelling data to share? Have information that could be transformed into an engaging assessment? These are questions to ask as you evaluate the potential of your existing static content.

    When you’re reviewing your static content, consider the following 3 tips:

    Tip 1: Determine The Story Your Content Is Telling.

    Your brand has a voice. What’s it saying? Understanding your brand and audience is a crucial first step. Get to know every piece that’s being used in your marketing initiatives today and ask yourself: does this piece of content tell a story that supports today’s campaign goals or this quarter’s objectives? Not every piece tells the right story. And every piece you’ve created doesn’t need to be used in current campaigns.

    Then, start to clear away the clutter and the cobwebs by tackling the content. The pieces that remain are the ones that align with your goals today and have more to say, especially when converted into an interactive experience.

    Tip 2: Add Interactivity to Your Story.

    Think of it this way: a room could be organized in a million different ways. Though as we change colors, add accents, and most importantly, add people to inhabit the space, the room begins to come to life.

    A content refresh can achieve the same effect. So look to refresh by adding interactivity to your stories.

    Interactivity aims to transform the space in which that content lives—with very little or no change to the information itself. If the story is there and supports your campaign initiatives, the potential for interactivity is bubbling just beneath.

    Tip 3: Consider Your Options with the Buyer’s Journey in Mind.

    If your campaign and content goal is to create awareness, interactive infographics and quizzes are the best choice and provide excellent results. We talked about these interactive content types and how they’re great at creating awareness, during part one of our “Better” Series.

    With infographics, you can immediately start a dialogue with prospects through eye-catching elements giving you data-driven insights. Similarly, quizzes are a great introduction to your product or service, and can generate engagement, capture leads, and allow you to use the information gathered for educational purposes.

    Other types of interactive content, such as white papers or eBooks, are also popular in later stages of the funnel. Our recent study with Demand Metric revealed that 45% of respondents believe interactive content is most effective in the middle, or consideration stage of the buyer’s journey.

    Comprehensive data or information represented by these content types may support a buyer that has already interacted with your brand and is looking to get an in-depth perspective of your product or service.

    Refresh Your Brand with Interactivity

    When we’re done cleaning up, we have the tendency to think better.

    Likewise, with the clutter cleared away, your marketing ideas and campaigns can begin to take on new life.

    While you can’t eliminate all the cluttered content from your prospects’ feeds, you can present them with meaningful, educational pieces that speak to the quality and integrity of your brand.

    So if you’ve determined the story your content is telling and are ready to refresh your content, check out our Quick Start Templates! They are the fastest way to turn your static piece into an interactive experience in one hour or less.

    Learn more about creating better content with ion in our webinar on 4/25. 


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