On this episode of 'Inbound & Down,' host Jon Sasala chats with Ryan Brown, Head of Brand Strategy at Ceros, a cloud-based experiential content creation platform, about experiential and interactive content.
Inspire, Educate and Empower
That's the mission of digital design platform Ceros. And they certainly live up to their promise: they are the foremost software in their space, and they serve as an incredible resource for designers and content creators interesting in creating interactive content.
While Ceros will give you a jumpstart on creating experiential and interactive content, there is still plenty you can achieve on your own.
Brown talks us through how to best create this type of content, as well as how it benefits both creators and users.
Create Exceptional Content
If you want to stand out, you have to create content that's outstanding. This often means testing and experimenting with new methods of creation and getting outside of your comfort zone.
Fundamentally, you should always start with a great story. Then add your interactive elements.
Brown says, "In the same way a great feature film has a great script to start—you start thinking about the editing, the music, the score, the color correction. These are elements that enhance the experience you have when you're watching this film that started from the great script."
"That's the same way marketers can think about their digital marketing," he continues. "Start with a really strong piece of content...you can do things in the same way as with a great film. So a film might have a great score—you can use things like animation, movement, different things within the content itself to help pull people into the world of that content...It's playing with those elements that really helps transform something that is already be great into something that is next level and really stands out."
Brown suggests mapping out the journey early in the process. Don't construct your content in a traditionally linear fashion. Think about what steps you want the user to take, and in which order they absorb the information. This informs not only the content creation, but the design of the page as well.
As mentioned before, Ceros will give you the advantage in designing interactive pages; their platform is designed to eliminate the barrier for "non-technical" folks, so it is intuitive to all users.
That said, Ceros may not be the best solution for you depending on the size, scale and budget of your company or project.
There are still ways to incorporate interactivity into your content. Brown suggests the following:
- Animated Content
- And more
Still not sure how to do this? Here's a great article from Creative Bloq with 25 cool CSS animation examples to recreate that you can implement into your web pages.
Above all else, Ceros creates amazing content that will inspire you as you go on your own interactive content creation journey. Take a look at some examples below.
Examples from Ceros' Inspire
Brown leaves us with this call to action that fully sums up the benefit of interactive content:
"When someone physically has to take action, has to think about something, click or engage, it fundamentally changes our psychology and our physiology, because we're physically needing to do something, and we process and retain that information in a different capacity. It's a really valuable to be able to help someone retain information better."
Do you have questions about experiential content? Send them to firstname.lastname@example.org.
This episode of Inbound & Down is sponsored by AudioEye, an industry-leading software solution provider delivering website accessibility compliance to businesses of all sizes.
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