About this webinar
In this webinar, you will learn about powerful data and how to boost conversion with interactive content.
We spend so much time and money on getting our audience to read our content. But what are we learning about them? And what are our returns on investment?
Content marketing is more than just likes, shares, hits and clicks. It’s a perfect opportunity to learn more about our customers’ personal traits, preferences, needs and challenges – and to translate those insights into personalized pitches that convert like a machine.
Learn how you can use interactive content marketing to engage your audience, capture deeper insights about them and personalize content to maximize conversion. Get inspired by loads of examples and leave with great ideas for your content marketing efforts.
• What is interactive content marketing and why are leading brands using it?
• New lead-gen tactics using interactive content
• The 3-step process for higher conversion
• Analyzing your data needs & how to capture it
• How to qualify, segment and deliver high-precision pitches
• Loads of examples and inspiration
BrightTALK and Dot have created this fun little “What Is Your Marketing Superpower?
Are you a creative genius, data nerd, social media maven or lead-gen machine? Take the quiz to find out (it only takes a minute)! We will be using this quiz as an example to explain some of the concepts, so taking it will also improve your experience while you’re tuned in to the talk.
Summary of the webinar
1. Interactive content marketing: what and why
Marketers want to stand out and differentiate and content marketing has evolved, meaning competition is becoming tougher.
Interactive content is a great way to interact and engage with our customers. It is useful to generate subscribers, leads and drive traffic and customer action.
Interactive content is effective to engage with the bored consumer, it stands out from e-books and e-books that are widespread online.
2. Passive Vs. interactive: what’s the difference?
The passive content is a blog, infographic, video, that people consume by reading, watching or listening.
Passive content is for an example an e-book with an opt-in form, that has worked well in the past decade. But the audience has begun to wonder if it is really worth it to opt-in. People are more critical and don’t give out their contact information without receiving real value instead.
Interactive content, on the other hand, engages people through active participation. They are interacting with your content 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.
Interactive content enables us to learn more about our clients. If you don’t study your customer preferences, likes and dislikes you will end up sending marketing content that has zero relevance. You end up leaving the customer overwhelmed and unhappy.
Interactive content offers the customer more value with real-time personalised results. It enables us to create more targeted marketing campaigns.
3. The different types of interactive content
Typically interactive content takes less time to consume than regular content. For an example, it can take up to eight minutes to read a blog post, but about two minutes to take a quiz.
Educational, challenging, or entertaining – quizzes are the ultimate forms of snackable content. They’re great for social media and for growing your email subscriber lists.
Assessments are typically longer than quizzes and give 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, they can also be used in the form of industry benchmark tests, best practices assessments, risk assessments, compliance assessments or technology readiness tests.
Product Recommenders / Finders
This works as a virtual shopping assistant. The user is asked questions and based on the replies, led to the best suitable product for his needs. The product recommender works for many purposes, such as retailers or webshops.
Interactive videos get the user to actively participate in the video experience by choosing their own adventure, clicking on “hotspots” to purchase products or by answering questions. They can also contain lead forms that totally or partially gate the video.
Calculators offer 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 “secret sauce” formula for calculating savings, ROI, risk exposure and more.
Solution builders work like assessments, but give the user detailed feedback for her answer to each question. They are meant to provide in-depth advice for the user’s specific needs and challenges.
Interactive countdowns create a buzz leading up to an upcoming event. They’re 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.
Interactive E-books are 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.
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.
Get your audience to vote on their favourite or their least favourite thing. This could work for things like products, looks, ideas, concepts and more.
4. Personalised content to boost conversion
Interactive content offers you the chance to personalise your marketing.
Every action is traced. 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 that serve as a treasure trove of lead insights for sales teams.
5. The 3-step process to higher conversion
Good saleswomen will listen, talk, and ask. Interactive content does this very well.
It asks questions, listens by tracking every answer and action, and ‘talks’ by providing real-time personalised feedback.
You stand a much better chance to gain a higher conversion rate and avoid the risk of losing subscribers if you are armed with personalised e-mails, based on quality leads.
6. Re-purposing content and collect powerful data
There are many ways to repurpose your content to interactive content. You can use news to create quizzes, blog posts to create how-to-guides, videos into interactive videos.
It’s a great way to activate people and generate leads.
7. New lead gen tactics
There are many different opt-in options for interactive content.
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.
Low-gate at the start
Like the option above, but with a lower gate of 2-4 input fields.
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.
‘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.
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’ button less attractive.
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.
- 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.
8. Understanding your data needs
What data do you want to capture? You should figure out what data you want to gain from your clients. The best way to do this is to know your end goal for each product. If your goal is to improve social media engagement, pick a fitting product, like a personality test.
It’s important to know how to balance what you’re asking of the user with what you’re offering. 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 giving the user an educational assessment that gives them custom business advice, you might want to use a lead form before they see their results.
9. Best practises
If you are going for increased social media engagement and you picked the personality test. Encourage people to share their results.
Always have a strategic follow-up plan about what you want to do with the information gained with the interactive content.