Digital marketers face two significant content challenges: standing out among the ever-growing quantity of digital content and engaging with prospects who have increasingly shorter attention spans. One type of content helps overcome both issues: interactive content.
Unlike passive content, interactive content requires active participation from consumers. In return, they receive real-time, hyper-relevant information they care about in ways that are interesting, fun and memorable. Organizations gain higher engagement rates, increased data capture, improved brand loyalty and more.
A growing body of research speaks to the impact of interactive content, including:
B2B marketers have a wide range of interactive content options to choose from, including gamification, contests, quizzes, interactive eBooks and infographics, chatbots, and calculators. Some interactive tools perform better at different stages of the buyer journey. Here are three examples of how to accelerate purchase with interactive content at three stages of the buyer’s journey:
“Vendors say gamification strategies can lead to a 100% to 150% increase in engagement metrics.”— M2 Research
Before prospects will begin the buyer’s journey with a particular brand, they need to receive a compelling reason to engage with content. People have a natural inclination for competition — and everyone likes to be a winner. As a result, games and contests are a great way to engage prospects.
Gamification refers to the use of game design elements within non-game contexts. It takes the building blocks of games and implements them in real-world situations with the goal of motivating specific behaviors.
B2B gamification methods are endless and can include ideas such as submitting an innovative industry concept, providing product feedback, and participating in a photo or video contests. Common elements of gamification include points, badges, leaderboards, performance graphs, meaningful stories, avatars and teammates.
15Five pulls data from prospects’ survey responses and sends them invitations to join its Leaders program, which includes challenges and other functions. The gamification component includes giving participants ways to earn online points, which can be redeemed for offline prizes like gift cards or charitable donations, and a free analysis of how successfully a person is doing at using his or her social media accounts for business networking.
“51% of marketers agree that calculators are most valuable as mid-funnel content, during the consideration stage.” — CMI
Before your prospects will move forward on the buyer’s journey, they need an organization to prove its worthy of the investment. Calculators are great tools for this purpose. Calculators can achieve a variety of results, such as determining hardware processing speed, estimating optimal product pricing, calculating investment ROI, providing a cost and instant quote, and determining a savings discount.
ROI calculators are especially great because they provide a way for a target audience to quantitatively evaluate the benefit of a business and use the figures to persuade others within their organization to trust the brand.
ZoomInfo launched an ROI calculator to help prospects’ sales teams determine their call-to-connect rate. The metric can influence revenue and the percent of conversations with prospects required to improve connect rates.
“80% of people want brands to tell them stories.” — The Drum
Before prospects will commit to a conversion step in their buyer’s journey, they need to go deeper into a brand’s solution, features and advantages. Interactive eBooks give prospects a way to become immersed in content more deeply and get their many questions answered.
Done right, interactive eBooks offer a sensory experience driven not only by words but also by sight and sound, as well. Any information that could be released as an eBook, whitepaper or report can — with a little creativity — be turned into even more engaging interactive content. Components of interactive eBooks include links to video and podcast interviews, case studies that flesh out key concepts, and links to supplemental information, including checklists, maps, infographics, calculators and quizzes, for example.
Argo Limited’s “The Future of Insurance” annual report includes all of the best features of an interactive eBook, including video, podcast links, an infographic and links to a wide variety of additional high-quality content.
Done right, interactive content in multiple formats can boost organizations’ ability to attract new prospects, support their consideration of a brand’s solution and make the all-critical conversion decisions necessary to become customers.
By moving beyond passive, one-way viewing experiences with interactive content options, brands gain a powerful way to stand out in the growing quantity of digital content, overcome consumers’ shorter attention spans, and engage more prospects at every stage of the buyer’s journey.