The Importance Of Making Content Interactive For Life Sciences
As biopharma’s B2B marketing strategies step further away from the classical sales funnels, interactive content services are a crucial step for the companies who wish to drive an active engagement and make their content more meaningful.
In order to keep up with the modern marketing challenges, content marketers in the life sciences and biotech fields must adapt to a new way of reaching and engaging with potential customers. And since many companies find creating the right content to be a daunting task in itself, making it interactive is even more cumbersome. With the help of interactive content services from a life science marketing agency, it can be a great way to navigate the process.
For those wishing to rule the online space, the course of action is simple:
Involve customers emotionally through interactive content marketing strategies, raise their curiosity, build their trust, and earn sales.
Interactive content is a type of content which fulfills humans’ emotional need to be engaging and entertaining. This type of content not only stimulates a playful interconnection between company and customer, but also requires an active engagement from the audience, instead of just passively reading, listening or watching. In return, interactive life science marketing strategy elements will not only separate biotech companies from the overload of content available everywhere online, but will also encourage their audience to take desirable action, faster.
As many enterprises in the life sciences’ space know, engaging customers is getting more difficult day after day. People are busier than ever, have short attention spans, and information is easily available to them with just the touch of a finger. Thank you Google!
With today’s society more time-starved than ever and desperate to get hyper-relevant results in the blink of an eye, all companies in the biopharma field who wish to step out from the crowd and be seen, should derive a way to use your existing content — and make it interactive.
Ideas for For Transforming Static Content Into Interactive Content
If you’re a life sciences company wishing to build brand affinity and to make your content more visually appealing, here are 3 great interactive content ideas to transform your existing static content yourself, or by using interactive content services of a life sciences strategy consulting company.
1. Short Animated Videos
Number one on our list to make content interactive for life sciences are short animated videos.
You can create interactive videos by simply transforming a section of an existing biotech webinar into a visual story. That’s a great way to bring your message to life!
Scientific animation videos are becoming more and more popular among biotech digital marketers these days, as they are able to boast a massive internet user conversion and engagement. By allowing you to bring any concept no matter how complex or complicated to life, in an accessible and engaging way, animated videos can help companies to engage new prospects easily and attract them to their websites.
Also, the video’s user experience metrics such as average watch time, or the number of views, can provide valuable data driven insights to help you optimize your content creation and SEO strategies.
2. Infographics
Another great way to transform content and make it interactive is to transform a blog post, a case study, or any other type of content from your webpage into an animated infographic.
Interactive infographics are an advantage for life science and biotech enterprises who wish to engage their audience, by incorporating meaningful design and vibrant imagery into their digital marketing efforts.
This interactive tool is amongst the most liked and shared content formats on social media, and is an impactful alternative for data presentation of complex products, or for educating audiences. For most of the businesses in the health and pharmaceutical spaces, educating the audience is a must. It’s the only way to make themselves better understood and to explain the value of certain products and services.
3. eBooks
Number three on our list of transforming passive content to make it interactive are interactive eBooks.
If you are not yet using this type of interactive content among your marketing strategies, you are seriously missing out!
Extremely powerful compared to many other demand generation content formats, eBooks allow you to transform your most educational and data-rich static work into a dynamic one.
Interactive content is the future of content marketing, and there’s no doubt about that. The most recent surveys show that 93% of marketers believe that interactive content is more effective at educating the buyer, while also generating 4-5x more page views and 2x more conversions than static content.
It’s only logical that eBooks should —and must— be included in any content marketing strategy that wishes to be successful. So don’t waste any more precious time and just choose your most compelling and educational content, and develop it into an interactive piece.
The best part is that eBooks are not only a great way to bring your content to life by making it interactive, but it can also be integrated with your CRM system. In addition to improving your lead generation, they allow for data-driven insights on relevant follow-up material. This process will strengthen your customer’s ability to trust you and as a result, will increase your sales.
To learn more about our interactive content services and to find out how together with Sciencia Consulting you can transform your website into one of the most talked about online presences, contact us today!
