One of the biggest challenges digital marketers face is converting visitors into leads. The traditional methods to attract new users into the lead generation funnel are eBooks and whitepapers. However, creating those takes a lot of time and effort, and the results are not what they used to be five years ago.
People have become very selective about information, and expect it to be quick and easy to consume. People no longer sign up for content that doesn’t provide them real value right away. And to make matters worse, there are countless e-books and whitepapers online, offering your clients numerous alternatives to your company.
Here’s where interactive content comes in. It offers a new way to interact with your clients. It changes the way you communicate: from a monologue, where the viewer consumes passively, to dialogue, where your customer actively participates in the process.
What is Interactive Content?
Most traditional forms of content like blog posts, infographics or videos are about observing: reading, watching or listening. Interactive content, on the other hand, engages people through active participation. The common thread for all interactive content format is that it offers people to participate in the experience actively instead of passively observing.
People interact by answering questions, choosing preferences, guessing, voting, navigating or playing. Common formats include quizzes, assessments, interactive videos, product finders/recommenders, calculators, calendars/countdown, polls, interactive e-books and games.
Using Interactive Content to Generate Leads
While interactive content is really fun for the user to engage with, it is so much more. It offers trackable marketing insights to the marketer.
Interactive content encourages the consumer to interact more and tracks every action. Because it is quick and easy to consume and provides real-time personalised results, people are more likely to engage with it, and read, watch, or listen to the end.
A basic personality quiz such as ‘What kind of marketer are you?’ asks fun questions and based on the reply the participant is provided with a real-time personalised result.
The only information the participant is asked to give away is a name and e-mail address through a simple opt-in form. The rest of the data will stem from the questions in the personality test. This results in a better customer experience, where the customer willingly gives away information throughout the quiz in return for the personalized feedback in the end, which holds high value to him.
Interactive content provides the marketer with the chance to ask questions that can capture in-depth marketing data, and use a shorter input form.
Rich Lead Profiles
Every click, answer, navigation and choice will aid in drawing a clearer image of each lead. Over time, you can use different interactive content formats to develop rich lead profiles with in-depth insights.
With interactive content, the sky is the limit. There are multiple formats of interactive content to use to reach your goal.
Below are a couple of examples.
The quiz challenges, entertains and engages people, and at the end, it provides results based on replies. The quiz is the ultimate form of snackable content, great for social media and growing your email subscriber lists.
The assessment is typically longer the quiz, and provides the user more in-depth personalized feedback or advice. Marketers can use it to test their audience’s domain knowledge, expertise or skills. In a B2B context, it can also be used in the form of industry benchmark tests, best practices assessments, risk assessments, compliance assessments or technology readiness tests.
The product recommender helps people to find the perfect product for their needs. It’s almost like a virtual shopping assistant where the user is asked questions and based on the replies, led to the most suitable product. The product recommender works best for retailers or web shops.
The interactive video allows the user to engage himself in the story through clickable touchpoints that determine the course of action which can be purchasing a product, see more information or answer questions. Interactive Videos can include lead forms that totally or partially gate the video.
The Calculator offers real utility to the user, as a tool to help better buying decisions, business plans, budgets and more. Marketers can create calculators with their own formula for calculating savings, ROI, risk exposure and more.
The interactive countdown creates a buzz leading up to an upcoming event. It’s great for Christmas, Black Friday or even company anniversaries, special events, seasonal sales and festivals. The idea is to “unlock” a special surprise (premium content or give-away) every single day or hour leading up to an event.
The Interactive E-book is multi-device-friendly, and you can enrich e-books by embedding assessments, interactive charts, videos and more into them. You don’t even have to download the interactive e-book, just read them on your phone, tablet or computer.
The interactive poll shows immediate results based on what others voted. It’s a great way to get your audience to vote for their favourite or their least favourite thing. It works well for products, looks, ideas, and concepts.
What better way to hold people’s attention but to use the ultimate procrastinator? Games. Memory cards games, spot-the-mistake games or what-happens-next games, marketers have so much to choose from.
10. Solution Builder
The Solution Builder works like assessments, the only difference is it provides the user detailed feedback for every answer. They are meant to provide in-depth advice for the user’s specific needs and challenges and are great for educating your audience.
How to pick your lead-generation tactic?
You must be reasonable when it comes to asking for information. Have a look at what you are asking your client to do and what you are offering in return. Then make sure there is a balance between the value of your offering and what the client gives up in return.
For example, if you’re using a product recommender that is a promotional content piece, you shouldn’t start it with a long lead-gen form. On the other hand, if you’re handing the user an educational assessment that gives them custom business advice, you might want to use a lead form before they see their results.
We have created a board to guide you in picking one of eight a lead-generation tactics that we have listed below.
1. High-gate at the start
Place your lead-gen form with a maximum of 5-6 input fields at the very start, before your users begin consuming your interactive content.
2. Low-gate at the start
Like the option above, but with a lower gate of 2-4 input fields.
3. Gate the results
This works for quizzes, assessments, calculators or solution builders. Keep your questionnaire open – let people answer all the questions without requiring them to fill out anything – but gate the results.
4. Unlock full analysis’ gate:
This is sneaky stuff. You only show the most basic part of the result and require the user to fill in their details to ‘unlock’ the full analysis.
5. Opt-in before results:
With this tactic, you’re not making it mandatory to fill out any form, but suggesting it before the results are revealed to the user. Here, you point out the value of subscribing to your newsletter/blog and encourage people to fill it with a highlighted CTA – and make the ‘skip this’ buttonless attractive.
6. Opt-in along with results:
This is a less intrusive experience for the user, where you place an opt-in form just below or to the side of the results.
7. Partially gated content:
This works well for interactive videos or e-books. Here you allow the user to view or read a certain amount of the content, and gate the rest with a lead-gen form.
Turn your interactive quizzes, polls, calendars or countdowns into contests. Use the allure of a great giveaway or prize to get people to fill out a short lead form.
Interactive Content, Because Your Sales Team Will Love It!
Interactive content entertains your customers and makes you stand out in the crowd that is continuously pushing out ebooks and whitepapers. It adds value to your content by offering your client real-time personalised results. And on top of that, you can repurpose old content into interactive to save time in content production.
All of this is pretty great, and it doesn’t even include the best part of interactive content: the customer data you will gain from it!
Just imagine what having a record of every action, click, or question answered in one place will do for your sales team!