How to produce content people actually want to read

By: Kirk Theriot

Make it interactive
The transformation of digital communication has radically altered the way we consume content. Consumer behavior and expectations are speeding up this change as younger generations of consumers have moved up to manage and lead business and commerce. They are accustomed to instant access to global content at all times.

Make it mobile
According to the Pew Research Center, about 77% of Americans own a smartphone and about 1/3 of Americans own a digital tablet. The rapid rise of mobile and digital technologies has reshaped the manner in which the world creates and consumes information. This change is profoundly affecting how we produce and distribute content. The relative affordability of mobile technology is another catalyst for the digital transformation, as it allows a growing number of businesses to utilize the latest tools in their quest to engage with company personnel as well as commerce.

Bring your communications to life
If you spent marketing dollars creating fantastic corporate brochures, annual reports, and catalogs, why not get the maximum benefit for that dollar? Create a rich and rewarding user experience with interactive and digital documents. By bringing your publication to life, you can dramatically increase audience participation and effectiveness.

Benefits of Digital Content for B to B

1. Increase participation and understanding—Interactive documents increase user participation with inviting content that engages users longer with better recall.

Bring content to life with interactive content: 

  • Animation—to guide the user in a fluid manner 
  • Video—to engage all of the senses for better communications 
  • Animated GIFs–to highlight important content 
  • Multi-state objects—to give user options to engage with content 
  • Embedded HTML and CSS content (like YouTube videos, social media and other digital content) 
  • Button actions—to easily navigate document 
  • Scrollable frames–for responsive content viewing on smaller screens 
  • Custom page transitions–for more sophisticated presentations 

2. Increase Productivity—Keep documents up to date. Easily update and maintain digital document in real time.

3. Decrease Cost—Skip the cost of print and reprinting documents that require constant updates.

4. Save Time—Focus your time on content creation and skip the time required for printing and distribution. Go digital and publish immediately.

Benefits of Digital Content for B to C

1. Increase conversion rates—Interactive publications increase conversion rates, and repeat buyers.

2. Increased sign-up rates—Interactive publications increase the number of visitors who make contact with advertisers.

3. Increase search results—Interactive publications are a great solution to accommodate shoppers who don’t know exactly what they’re looking for, as well as for readers who want to browse articles for a topic they enjoy.

4. Create more multi-channel buyers—Interactive publication such as eCatalogs create more multi-channel buyers.

This is an example of an interactive pdf file that is published on the ISSUU Digital Publishing Platform. This document incorporates roll-over features and buttons with links. The links allows users to gain additional information on other channels like websites, Youtube videos, and social media. Click image to view.

SparkFORCE Industrial
This is an example of an electronic document that uses HTML and CSS programming language to create a highly interactive and user-driven publication. The document connects with users by involving all of the human senses. People have different learning/communication preferences and this option allows the user to craft a unique experience that best fits their unique preferences. Right out of the gate, the piece give the user an option to consume the content by document or by video. If the user chooses the document, they also have an option to read the animated content or view the content while they hear the content with a voice over feature. This feature is different from a video, because it allows the user to set the pace for content delivery. This document gives the user complete control. Users can customize their specific user experience which suits them best. Click image to view.