What’s The Best Way To Use Interactive Content For Lead Generation?
Increased use of interactive content is one of the most significant marketing trends affecting B2B in 2017. Why? Because multiple studies and surveys consistently reveal that, relative to passive content, interactive elements drive a much greater response.
Interactive content captures the readers attention right from the start and ensures they don’t simply breeze past your content. It is a great means of engaging with your prospects and learning more about how to serve them.
It is also extremely effective at educating the buyer about your products and services along with differentiating you from your competitors.
The following is a look at the importance of using interactive content, along with several ideas and tips for creating effective interactive content.
Data on Interactive Content
B2B buyers go online in search of information to resolve a problem. Historically, most of the content companies offered was passive. While this approach is somewhat effective at educating prospects, it isn’t nearly as effective as content that engages the reader actively.
A 2014 Demand Metric study provides some valuable insight into interactive content’s effectiveness.
In the study, 45 percent of respondents said that interactive content was “very effective” at educating them and 48 percent said it was “somewhat effective.”
In contrast, only 6 percent indicated that passive content was “very effective” and 64 percent suggested it was “somewhat effective.”
Other data from the Content Marketing Institute showed that interactive content, such as infographics and quizzes, drives higher click-through and share rates.
Interactive Content Strategies and Tips
With the data illustrating compelling benefits with interactive content, the next step is to create some. The following is a look at some of the best strategies, techniques, and tips for integrating powerful interactive elements into your content marketing:
There are few better ways to make your content more interactive than by letting users create it themselves. User-generated content includes social messages, testimonials, on-site comments and product reviews.
This type of content not only gives a voice to your marketplace, but B2B buyers often rely on the input of industry peers as much or more than branded messages from sales reps.
Quizzes and Questions
A quiz related to your industry or products allows you to collect critical data about prospects while also enabling the prospect to assess his current knowledge. After you capture the information and get attention, the stage is set for a follow-up conversation.
The Digital Marketing Institute use this method to capture details of interested parties in signing up for the courses. You can test yourself on a series of questions and they provide you with your overall score. You then have the option of learning more about their course content or spending more time testing your knowledge on a lengthier quiz.
Another major trend in interactivity is the inclusion of questions through content documents that are historically passive. For instance, you could include questions throughout a whitepaper to gather information on a prospect’s knowledge or situation.
Over the course of the whitepaper, the insights gleaned provide you with a Go to the full article.