Every opportunity you give your customer to interact with your content is a touchpoint.

When they provide their email address and click “download now” to receive your white paper, that’s a touchpoint.

When they click on a link in your email, that’s a touchpoint.

When they click on an interactive element in a video, that’s a touchpoint.

Every answer they provide while they complete your neato personality assessment is a touchpoint.

Touchpoints are chances to engage your customer. They’re chances to leave a lasting impression, to spur the audience to action, to make a connection, and to measure their participation.

Touchpoints are the bricks of marketing – and the more of them you create in your camaigns, the better your results will be.

How Many Touchpoints Are in a Typical Campaign?

Think about a typical campaign with a long-form content asset like a white paper. Here are all the potential touchpoints:

  1. LinkedIn ad
  2. Landing page
  3. Thank-you page with secondary call-to-action to follow the company on Twitter
  4. White paper
  5. CTA at the end of the white paper asking the customer to call or email for more information about a product or service

A total of 5 touchpoints isn’t bad. I’m actually being pretty generous here, though. Many content campaigns neglect the ad (touchpoint #1) and the secondary CTA on the thank-you page (touchpoint #3).

Those are five opportunities to engage your customer. Five points of contact.

We can do better than that.

The More Touchpoints the Better

Creating more touchpoints for each content campaign is a good practice for three reasons:

  1. More chances to make a connection
  2. More data for you to work with (for lead scoring and content strategy)
  3. More opportunities to get customers into your marketing automation systems

The more interactions your customers have with your business, the more they learn about you – and just as importantly, the more you learn about them.

The #1 Way to Create More Touchpoints

Where many marketing teams go wrong is they put all their eggs into one content basket. They put all their resources into creating a monster white paper, and build a multi-field landing page to gather more information about the reader when they go to download it … causing many customers to run screaming.

They run screaming from the mile-long form you’re asking them to fill out to get a white paper.

If they fill out all those fields and download that 40-page beast, they get about two pages in before they start skimming.

Don’t get me wrong. Lengthy white papers can be incredibly effective for the right audiences.

But is that really what your audience needs or wants at this stage in their buying journey? What about customers earlier in the journey? Or later?

The best way to create more touchpoints is by taking that big content asset and repurposing it into many smaller, preferably interactive formats.

(One of the ways interactive content is so much more effective is that it creates many touchpoints within the content itself. Think of a quiz with multiple questions and a results page that leads to a bigger asset.)

Take that white paper and break it up into:

  • 6 blog posts
  • 3 videos
  • 3 infographics
  • An ROI calculator
  • A quiz or assessment
  • A webinar

Build in more touchpoints around each of those smaller assets:

  • Ads
  • Social posts
  • Emails
  • Landing pages
  • Thank-you pages
  • Touchpoints within the content itself
  • Touchpoints that point the reader from one piece of content to another

Using this method, you get dozens of touchpoints out of a single large asset.

You get a multi-touch campaign that leads the prospect on a journey they want to go on with a variety of formats to choose from.

For an example, this ONE piece of interactive content has 8 touchpoints within it – that’s not counting the social promotion, email sends, paid media, results page, and follow up content:


Finally: Use the Right Tools

Interactive content platforms actually let you drag and drop content (images and text) from your longer asset into all different kinds of interactive content types. This is how simple it should be for you to create many smaller assets from one larger one.

Whatever tools you’re using today, keep this in mind. Creating a multi-touch campaign shouldn’t be painful – with the right tools, it will be a piece of cake.

Read more: Touchpoints In Marketing.