You’ve created a lot of great content to drive your marketing efforts – videos, white papers, webinars, infographics and more. But there’s an awful lot of it, and it’s scattered all over the place. Some is on your website, some is on your Youtube channel, some is in social media, and some is in your marketing intranet for the sales team. That makes it hard for your customers and prospects to experience a coherent multimedia story on their own. And it makes it hard for your sales team to present a consolidated, consistent and compelling multimedia story to their contacts.
UptoDate, a clinical decision-making resource that’s part of global information giant Wolters Kluwer, had this challenge in spades. They have extensive data, in many forms, showcasing how their treatment recommendations raise the quality of medical care worldwide. To organize and structure their best content for the UK market, in a way that was easy to share and easy to use, we helped them design and build an interactive pdf.
The content order in the interactive pdf created a clear storyline. An opening UK map had pins linked to studies done in each location. The following infographic presented key facts about UpToDate’s use and impact in the UK. Then the videos, webinars and studies followed in a logical order, with executive summaries for each that linked to full versions (some within the pdf, some on their website, some in Youtube, and some in social media). The reader could page forward and back, and use the map as a table of contents.
Why a pdf and not a microsite? A pdf can be used offline, is easily shared in its entirety, structures the story flow, and allows controlled, quality printing. It’s a perfect, individual information package for a sales contact. In fact, it’s the perfect way to take too much information, and consolidate it, structure it, and make it easy to deliver and consume. Contact us and we’ll show you what we’re talking about.
Mo Effron is the VP, Interactive Strategy & Development at MK3. To learn more about Mo visit https://www.mk3creative.com/