Other interactive formats are also excellent data collectors. Even if the interactive content itself does not directly produce first-party data, it can be used as a process facilitator. For this, of course, they need to generate great value for the user. Pay attention to this example of an interactive calculator , offered by Symantec. The tool brings personalized results that help the persona solve their problems, generating great value. This way, besides being an excellent data producer, interactive content is also an essential resource to boost your lead generation.
As already mentioned, interactive content can be inserted in different parts of the sales funnel. Just as calculators can help generate leads, they can also function as a sales enablement resource. It all depends on how you design the strategy.
As you know, you need to educate the lead in order to drive it to the bottom of the funnel, and interactive materials are more effective than static ones in this regard. This is what a Demand Metrics research shows. The study questioned several digital marketers about the effectiveness of interactive content in customer education. Another example of content generally applied in the conversion phase is the interactive case study. This type of material, if static, usually presents long blocks of text, which can harm the lead experience.
In addition to facilitating the acquisition, nurturing, and conversion of leads, the production of interactive content also enables you to generate increasingly loyal customers. After all, the central point of this strategy is to provide quality experiences to users, who, when delighted, will return to the website.
This builds a relationship of trust that can even generate new business opportunities. Besides being generally willing to leave testimonials, loyal consumers also amplify the organic reach of the company, when they recommend it to people in their social circles. The criteria used mainly involve SEO factors, but also include security and adequacy for mobile devices. No wonder that the name of the tool is Website Grader. Although free, the solution generates results for Hubspot. As you can see, Hubspot inserts CTAs along with the interactive content, inviting the user to take a free minute lesson and even to register for courses.
This way, you can position yourself as an expert on the subject, making the persona reach the conversion in a natural process. KVH Industries is a top manufacturer of satellite solutions that provide high-speed Internet, television, voice and data services to mobile users at sea and on land. It deals with the sale of complex products, which makes consumers seek even more information before making the purchase.
Another peculiarity is remarkable: the company counts on consumers that access the Internet, mostly through mobile. To generate educational and positive experiences, KVH has created interactive landing pages. To make navigation easier, the page displays certain content only through consumer action. To see more details about a product, for example, you must pass the mouse over it to gain access to an explanatory video. Specialized in selling B2B products focused on marketing, CoSchedule decided to address a topic that is a challenge for many professionals: headlines.
This way, CoSchedule helps its users to optimize their Digital Marketing strategies and results. All this, of course, in exchange for some information. The report, which is sent to your email, takes into consideration several aspects to rate your headline, such as length and number of characters. With the aid of visual resources, such as graphs and diagrams, it is very easy to understand the details of the evaluation process.
Kapost provides a very interesting example of how to use interactive content to educate the persona, enabling its conversion. The company, which sells technological solutions for Digital Marketing, noted the need to make their leads better understand the importance of their solutions. To do this, Kapost created an ebook, but not just any ebook. The interactive material presents, by way if a rich, responsive design, a timeline showing the evolution and expansion of digital marketing technology in recent decades, taking the reader on a journey full of details.
The idea is that the content serves as a way to educate the consumer about the investments they make, pointing out, in a subtle way, the benefits of Kapost solutions. In order to clear any doubts from people considering buying its products, Sales Force has launched an interactive lookbook. The material has a simple, clean, responsive design, and is divided into 8 easy-to-navigate pages.
The content presents all features of the solution offered by the company. Each time a new page is accessed, the content displays a pop-up containing some relevant piece of information. At the end, of course, a CTA invites the reader to a free trial period , in a last effort of persuasion. Materials such as quizzes, calculators, and others presented throughout the text facilitate the engagement of the persona and maximize the results of any Content Marketing strategy.
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