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Are You Ready for Interactive Content? See How It Can Fit With Your Marketing Strategy

Interactive content is useful only if it fits your specific content strategy. Learn how to assess, identify, and evaluate your content accordingly.

If you aren’t already using interactive content, you’re probably wondering what all the fuss is about. B2B marketers are finding it an increasingly effective way of not only grabbing attention but helping push leads along the buyer journey.

93% of marketers agreed that interactive content is effective in educating buyers versus just 70% for static content.

Typeform Guest Post Image

Interactive content is useful only if it fits your specific content strategy. Learn how to assess, identify, and evaluate your content accordingly.

If you aren’t already using interactive content, you’re probably wondering what all the fuss is about. B2B marketers are finding it an increasingly effective way of not only grabbing attention but helping push leads along the buyer journey.

93% of marketers agreed that interactive content is effective in educating buyers versus just 70% for static content.

There are many types of interactive content, and this works to your advantage when considering how you can fit this into your existing marketing strategy. All successful marketing strategies follow the simple concept of the buyer’s journey, explained in the image below. 

HubSpot Buyer's Journey Overview

What Is the Buyer's Journey? Hubspot.com

It consists of three core stages, awareness, consideration, and decision. You might also call this the top, middle, and bottom of the funnel. There are different types of interactive content that suit the goals of each of these stages. 

What is great about interactive content is that it can sit alongside your existing marketing strategies and content that meet your potential customers along this buyer’s journey. In this post, we will look at the content that best suits each of these stages.

Awareness Stage

The awareness stage is where a potential buyer considers the challenges and obstacles they are facing, and identify what they want to find a solution to. You fit in by helping them find that solution within your product or service offering, and by helping them understand why this is of importance. In other words, making them aware of who you are and what you do.

When your potential buyer is starting out on their buyer’s journey they might engage with ‘self-assessment’ style interactive content such as polls and quizzes. Here’s an example of how to fit this into your marketing content strategy:

Example: Online Quizzes

We’ve all been drawn to completing quizzes online, whether it’s for fun (like this Star Wars quiz), or something a little more business-focused (like the Social Media Marketing quiz found in this guide).

social_media_quiz

https://www.typeform.com/templates/t/social-media-quiz/ 

Why do they work in the awareness stage? Online quizzes for a B2B audience are a fun way of doing some research and finding out more about a subject. Whether it’s testing your own knowledge on a topic so you can spot the information gaps or by helping identify how to solve a problem. A quiz is about leading your potential customer down a path, learning more about them, and offering them a solution at the end.

This stage is about getting them started on their buyer’s journey, and to do that, you need their data and information about them to help you qualify them as a lead. 

A great example of this is Typeform’s integration with Hubspot, one of the most popular marketing platforms. This integration allows for better conversion tracking, instantly syncing with Hubspot so you can take the information learned from the quiz and use it to segment your contacts, all starting with an easy-to-use form or survey tool. 

Consideration Stage

Once your potential customer has established their goal, they move onto the consideration stage. During this stage, they seek out ways that they can overcome their challenges and use this content to evaluate the methods and approaches they might use to meet their goal. Here, you should consider longer-form content, like whitepapers and presentations, aimed at helping them research and evaluate the solution. 

Example: Q&A

A question and answer session is a great way of educating your audience, providing them with the next level of detail that they need to progress to the decision stage.

Live Q&As are about as interactive as it gets. Invite people to a Livestream session, for example, a webinar, or on social media and ask them to send in questions. 

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This Livestream from IBM is a great example. They were able to deliver key messages, inform their audience, and allow for participation with a Q&A. This enables a potential customer to complete their ‘research’ phase and identify how you might help solve their problem.

Decision Stage

At the decision stage your potential customer has done their research, evaluated their solutions, and probably come up with a shortlist of products or providers that they hope will help them meet their goals or overcome their challenges.

This is where your content should become very personal and specific to your potential customer. They need to know exactly how you could have an impact so that they can accurately weigh up their options.

You’ve now made it to the qualifying round. Your potential buyer knows everything they need to, and you now need to start providing them with qualitative information to get them over the line and finish that buyer’s journey.

Content to consider for this stage could be a calculator tool so that they can get a true idea of the impact you could be having. You could also consider providing opportunities for them to test out your services within the context of their own system, like a free trial or a demonstration.

Example: Calculator

The reason a calculator works at this stage is because it helps the audience measure the true value of your offering, and the impact it could have on their business. At this stage, your potential buyer has confirmed that you are the correct type of solution, it’s now just about convincing them that you are the right one to fulfill their needs over others they may be considering.

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A good example is this financial calculator from Employee Fiduciary. It allows potential buyers to get a quote, helping them to compare this with other solutions they might have found.

To summarize, making interactive content fit in with your existing marketing strategy is all about pinning it to your buyer’s journey. Use interactive content to freshen up your existing content and ideas, and make it even more impactful.

So, what next?

Due to interactive content’s seamless ability to collect data, they can also be great tools for lead generation, enabling you to run even more effective recurring email campaigns. Ensure that you are collecting relevant data along the way, and using this to make your communications relevant and useful, further adding to the impact of your new interactive content.

 

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