2019: The Year for Interactive, User-driven, Real-time Content

2019 is the year for interactive, user-driven, real-time content­—and here’s why.

Traditional content syndication continues to be a one-sided affair. You or a partner decides what content to send and the recipients have no real choice or freedom to choose the content they need. We still talk a lot about being relevant, but it’s hard to achieve a state of relevancy when you don’t really know what your prospect is seeking at that moment in time.

Interactive Content

We find campaigns are most successful when we enable prospects to interactively tell us what they need (i.e., what pain point they are struggling with), and then instantly deliver solution-oriented content to them, right at their moment of need. You can learn about several types of interactive content here.

By engaging tech buyers with content that allows them to self-qualify as active buyers, marketers produce quality leads that convert to sales pipeline at a higher rate than standard demand-generation practices.

Solving Buyer Problems with Content, in Real Time

One astute marketing fundamental does not change: Sell prospects solutions to pain points they reveal to you, in real time, and you’ll have a greater chance of winding up on their short list. Embrace the age-old mantra of pull vs. push marketing. Don’t push your content—give prospects the opportunity to relay their pain point to you. Serve them well, and you’ll win their trust and business. If you don’t, your business goes to the competition.