The major challenge of any Digital Marketing strategy is to establish an approach capable of generating, nurturing, and converting leads.
To conduct this process, countless tech companies already invest in the production of content for various channels, which continually raises the consumer’s expectations.
Therefore, it is necessary to create valuable experiences, in order to distinguish your brand from the competition.
The interaction results in several benefits, which we will address in this text. One of them is the possibility of considerably increasing the company’s revenue.
Do you want to know more about how tech companies are using interactive content to drive leads? In this text, we will answer:
What are the benefits of using interactive content?
Interactive contents are versatile resources that can be applied in different parts of the strategy and for different purposes. In this light, understanding the ways it can benefit your business is vital for you to develop an approach that meets the specific demands of your company.
Attractive to users and full of advantages for managers, interactive content is already used by about 62% of digital marketers, according to a study by DemandGen.
The same source provides data that justifies such growth: interactive materials attract twice the engagement of static content.
If we were to point out the main benefit of this approach, it would in fact be the engagement. Interactive content meets the demands of the modern consumer, who values authentic and personalized experiences.
Such engagement is what unleashes a number of other advantages, which we will address below.
1. Generation of first-party data
A data-driven strategy has a better chance of leading your company to make the best possible decisions. Therefore, first-party data collection is one of the most important activities of Digital Marketing and, guess what, you can leverage it with the use of interactive content.
When you offer a quality experience to the visitor of your landing page, for example, you provide more reasons for them to trust your company. So, adding engaging elements to these pages is a factor that has everything to optimize your data gathering.
Other interactive formats are also excellent data collectors. Quizzes, for example, can compile information about the user’s purchase preferences, among other things.
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. At the end, a CTA offers the download of a whitepaper and captures the user’s contact information.
This way, besides being an excellent data producer, interactive content is also an essential resource to boost your lead generation.
2. Improvement in conversion rates
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.
One of the impacts of interactive content on conversion rates has to do with the persona’s nurturing. 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. 90% of the answers were positive. When the same question was asked in relation to static content, only 65% maintained their position.
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.
However, through the insertion of interactive elements, the consumer’s journey develops in a smoother way.
3. Loyalty building
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.
How are tech companies thriving with interactive content?
Having the benefits of interactive content clearly stated, let’s now list some companies that already use this resource to drive leads and enhance their digital and commercial results.
Hubspot has developed a free application that uses artificial intelligence to evaluate users’ websites. 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.
As you can see, Hubspot inserts CTAs along with the interactive content, inviting the user to take a free 15-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. Besides being detailed and informative, the pages are 100% mobile-friendly.
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. Although it seems to be a mere detail, the selection of headlines has great influence in attracting and retaining the persona’s attention.
That’s why the company launched Headline Analyzer, a free application that does exactly what the name suggests: it analyzes your 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.
Producing interactive content is a very efficient way to drive leads, regardless of your company’s size or sector.
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.
Ready to leverage your lead attraction and conversion process with interactive content? Request a free trial of ION platform and start differentiating your strategy!