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 More modern organisations are already replacing outdated and static content formats like PDFs with dynamic and interactive content.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 out of the box.
What you can achieve
with web publications:
Create rich content experiences
According to research conducted by , 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.”
Southwest Region Creative Director at JLL
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.”
Editor-in-Chief at Wageningen University & Research
Save time and money
Web publications are easy to build and personalise. No need to involve developers in the creative process.
“We are now able to produce content four times faster than before..”
VP of Marketing of Betty Blocks
Measure and analyze 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 behaviour 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.”
Co-founder, and CEO at Digital Bulletin
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. This, combined with CRM integration, means that you can map your leads throughout the buyer’s journey and identify what needs to be optimised. For example, if your conversion rate is low, that may be a sign you 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!”
Maximise reach with virality
If your leads can’t find your content, how will they benefit from it? Digital web publications allow you to maximise 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.”
PR & Communications at MLDS