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Why Interactive Publications are
the Next Generation of Content
The rapid increase in online content consumption implies a dramatic change in consumer habits. Marketing & communication professionals have realised that their marketing tactics, which include content marketing execution, require a massive upgrade if they want to continue to reach their desired audience.
PDFs lack the responsiveness, personalisation, and engaging visuals that modern readers expect when consuming content online. More modern organisations are already replacing outdated and static content formats like PDFs with dynamic and interactive content.
Engaging, measurable, media-rich content that’s responsive and engaging.
What you can achieve
with web publications:
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Create rich content experiences
According to research conducted by Sumo, the average visitor reads only 25% of written content. This means that your audience is probably looking for more than a simple piece of text. Visual aids help you effectively communicate your message by turning your written assets into more immersive content experiences. Adding rich media such as (background) videos, visuals, animations, infographics, and page transitions will give your content the attention it deserves.
“There are different avenues you can take to achieve the vision you have in mind. Digital publications really allows you to be creative and build something that’s different.”
Karo Aghavelyan,
Southwest Region Creative Director at JLL
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Engage your mobile users
More than half of global internet traffic comes from mobile devices. You're neglecting half your potential audience when you only create desktop-friendly content. Unfortunately, PDFs aren't responsive and require a lot of manual zooming in and panning around. Web-based content, on the other hand, can adjust to every screen size and offers a smooth user experience without sacrificing quality.
“We can share our stories in a beautiful, interactive, and mobile-friendly way that’s easily accessible by everyone.”
Lenny Gerdes,
Editor-in-Chief at Wageningen University & Research
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Save time and money
Web publications are quick to build and personalise. Because we've already built the platform, there's need to involve developers in the creative process.
“We are now able to produce publications four times faster than before..”
Victor Küppers,
VP of Marketing of Betty Blocks
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We measure and analyse your content
In the age of data, C-level managers expect all marketing actions to be measurable. Google Analytics opened our eyes to visitor behavior on our websites. Imagine what you could achieve if your marketing and sales collateral gave you those analytics, too. You’d be able to continuously track user behavior within your assets and improve the performance of your content.
“It’s easy to get swallowed by data or metrics to measure success, but digital publications elevated our content beyond offering good metrics — it offered an experience.”
Romily Broad,
Co-founder, and CEO at Digital Bulletin
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Build up your customer database
Creating content for demand generation? Interactive publications let you collect contact details from your leads via forms and social logins. You can see what's getting the best results and identify what needs to be optimised. For example, if your conversion rate is low, that may be a sign we need to edit your CTAs to be more relevant, clear, and compelling.
“Interactive white papers gated with social login gives us far more insight into our readers than PDFs gated behind a regular form. Also, they look great on any type of device. Win, win!”
Maquiro Hofstra,
Tentoo
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Maximize reach with virality
If your leads can’t find your content, how will they benefit from it? Digital web publications allow you to maximize reach because they can be easily shared via social media, QR codes, email, and websites. Growing your fan base on Twitter, Linkedin, Instagram, and Facebook is another great benefit.
“Patients who read about us on social media passed on the information to people they knew, spreading the publication around even further. This had an almost viral effect, ensuring that our publication achieved a lot of attention without any effort from us.”
Werner Tolsma,
PR & Communications at MLDS