Some say the term “content marketing” is becoming obsolete. Counterintuitive? Not in the least – we can now seriously start to suspect that content marketing will be the only one type left. It will then be called simply “marketing”, and content creating agencies will sprout over the remnants of old, annoying ads.
Yes, perhaps this scenario is way too radical – but digital content agencies now are way busier than they used to be. Content requests come in all shapes, formats and sizes once you’ve established yourself on the market. Businesses are adopting whole content strategies, and they totally know what they are doing. According to recent data, content marketing is surprisingly 62% less expensive than conventional – and it generates 3 times more leads, so why not?
Only if it’s competition-fueled cheapness plus agility that attracts companies to content agencies, then why doesn’t everyone get a contract? It turns out, only those providing quality can win. In other words, somehow an agency has to make highly professional content to be distinguished from the general startup crowd.
Now, if you are reading this, you surely know what HTML5 presentations are. Typically used by pharmaceutical giants to promote complex products, loaded with interactive features and… sometimes intimidating to design, aren’t they? Here is where everything needs to look not just professional, but flawless – pharma presentations have to resound with the sense of responsibility inherent to life sciences.
Think of it: what makes a presentation look and feel professional? Now compare to the ideas below, and you will get just about the full list. We will also look at how to achieve these points. Brainstorming underway…
Understand clearly what customers want
OK, this one is going to be more or less brief. There is no universal way to address any audience; whoever uses the same tactics for everything will attract no one; all companies who outsource digital content want to be unique. The agency’s place in this paradigm is creating exactly the uniqueness their customers want.
A random (in the bad sense of the word) agency will just study the initial requirements and proceed doing whatever they feel they can. A presentation about diabetes drug? Let’s make it in the same vein that your average diabetes ads, shall we? Content for antidepressants? Sure, why not just repeat the (discredited) antidepressant promotional clichés? This sort of mediocre production now seems to dominate eDetailing content-scape in many regions.
And this is where opportunities for purely professional agencies arise. Who knows the product in focus more than the company? The professional way to arrange content production is to make customers participate as much as possible. This means that in between the opening discussions and the final revision, the customers should be able to have their say. At any stage of content creation.
Granted, HTML5 can be tricky to supervise before it’s finished. However, you can use modern tools that create an “intermediate” interface for revision, where it isn’t necessary to look at code. As soon as a slide is created, it can be viewed as though it is finalized, even with all the interactive features. The customer’s responsible manager gets to “play” with the piece of content and comment on whatever part of it they notice. In this way,
- a) the customer gets exactly what they needed in the first place;
- b) the agency shows they can accomplish anything, not just “their own thing”.
Side note: some companies feel the need to communicate so much that they hire Digital Content Managers to serve as a link to the agency. People work full-time explaining these things. The agency’s initiative in this direction is priceless!
Thoroughly professional: HTML5 edition
Back to presentations themselves. Unlike written blog posts, complex digital content is evaluated as neat/”non-neat” on multiple scales, and here are the crucial ones. Ones that customers look at, not just fellow professionals.
- Right formats.
HTML5 presentations incorporate a lot of information that comes in different types. Some of the content is inevitably textual, some of it visual (static and video), some suggests active input. Finding the right balance is important. Website designers know that users generally read only about 28% of text per visit, which makes one think where to place these words. The power of color visuals is another example, reported to increase the willingness to read by 4/5. What currently draws the line between professional and average content is the ability to decide what information is to be provided in what way. For example, using animation for simple concepts can be viewed as condescending (I’m a neurosurgeon, why’d you show me an animation on where the cerebellum is?).
- Flawless performance on various devices
Even if you somehow made it clear what exact device the presentation was destined for, it is almost certainly going to be shown on a different one at least once. If the content is not displayed correctly then, hardly anyone will remember discussing the devices earlier. Sad but true, the “digital rage” always wins – and the notions of professionalism are subjective to some extent. To avoid risks, it makes sense to use development standards that offer APIs for near-universal compatibility.
- More interactivity
While reading this (or anything), are you fidgeting with your pen? Checking social media at times? Tapping fingers on table? People are not designed for receiving information passively, we always have to do something. Anything. This alone speaks in favor of more interactive elements in the presentation. Besides, going through activities increases retention of information, and who doesn’t want their content to be memorable? With pharma presentations, for instance, there can be plenty of things best presented as interactive “tap, drag, swipe” features. Being able to implement these correctly makes it clear to the customer your agency knows that HTML5 ≠ PPT. Which is what they expect.
- Understanding UX in practice
User experience is not just a buzzword synonym for pages/slides loading quickly. Of course, this part is vital, and that’s why clean code is so valuable. On the larger scale, however, UX becomes CX for customer experience, the content’s ability to “guide” the user through the information and lead towards the expected outcomes. When designing a presentation, the content team should always think:
- Supposing you’re a customer, and you’re on this slide. What can you possibly want at the moment?
- What information is likely to be requested from this slide? Maybe design a button to jump over to that content?
- Okay, so here they suggest to make an action. Can I perform it right now from here?
- If I need to look something up quickly, perhaps make it a popup rather than a redirect?
When the presentation is easy to work with, it always feels professional. Navigation and possibility to create scenarios, not just sequences, is crucial here.
No one likes generic content. This is why a really professional presentation is the one that contains some valuable information, not something anyone can simply read online. Of course, this principle deserves to be number one on this list, but it’s valid not only for HTML5 presentations, it’s universal. Even if the presentation contains something generic, it should be secretly skippable with a single click or tap – that’s something to discuss with the customer.
Overall, providing too much irrelevant information just to fill in the volume is as obviously unprofessional as using free stock photos that we all recognize from… what was that website?
Become the go-to presentation maker
Did we guess your ideas in this list? Did you predict these? Most importantly, is it even possible to receive these five “professionalism badges”? It turns out, perfection is within reach. It only takes some amount of time to develop that special way of thinking about a presentation, and on the tech side… You may try specific solutions for each purpose, like adopting a specific engine or platform, using converters to send content for approval and revision piece by piece; finally, purchase templates for animated and interactive objects whenever needed.
Or, you can combine all of this with the benefits of a single standard and make sure the code is still clean after using so many predesigned components. You can learn more about the solutions that empower neat HTML5 right now and even try a free demo. Perfection is easier to attain than it seems!