There are many types of content experiences that generate more leads, of higher quality, while gaining deeper prospect profiles. You can get started by repurposing static content you already have into interactive experiences. We’ve got loads of ideas to inspire you, including what measurement you can expect, what sales insights you can surface, and testing ideas to amp up your conversation rates.
A navigable online white paper or eBook enables visitors to engage with the content most interesting to them. Do you have an in-depth white paper? Turn it into an interactive, ‘choose your own adventure’ eBook. Chunking up the white paper content into interactive, navigable sections can bring your content to life in a highly engaging way. Instead of a visitor downloading a 12-page white paper to quickly skim through then throw away, entertain them with something engaging that they want to share.
An assessment helps visitors determine areas for improvement or how they stack up against their peers, letting them self-evaluate or self-learn. Based on visitor responses to questions, you can deliver personalized recommendations for improvements. Use any type of best practices or benchmarks to have visitors answer a set of questions and then show them a result of how they stack up, or how they are doing in applying the best practices.
A quiz is a popular experience right now and is a shorter version of an assessment. Think of a quiz as lightweight, usually 3-10 easy questions, and an assessment as something that requires more considered attention from the visitor, usually 6-20 questions. A quiz provides fun, education or entertainment on a topic about your industry, product or service.
A configurator gives visitors the opportunity to see a variety of different options and outcomes based upon their selections. Do your products or services require complex configurations to determine the right personalized solution?
Configurators allow visitors to assemble or package your product or service to what they specifically are looking for. This provides a valuable service to the visitor while providing marketing with even more valuable packaging data on what visitors need and want. This insight can be used in marketing automation programs as well as in personal selling to cater messages and offers, which makes sales and marketing smarter, more likely to satisfy visitor expectations, and more likely to convert traffic into leads. Think of a configurator as a ‘self-service’ experience, supporting the buyers desire for discovery on their own.
A calculator enables visitors to calculate something such as a price or a discount or a special rate, specific to their inputs. Even complex pricing can be converted into a pricing range estimator. This provides the immediate gratification that buyers crave.
An infographic is created as an interactive experience that includes industry or corporate facts, data and small pieces of information in a visual presentation. An infographic is a great experience for high-funnel visitors from social campaigns as they require a low commitment for consumption and engagement and present content in a compelling, ‘lightweight’ manner. Turn your infographic into a lead gen machine with a few simple tweaks to the format.
Now that you have explored new ways to generate content, test for higher conversion rates, measure engagement, and surface your interactive content insights to sales team members, you are ready to start your interactive content program. Check out the next chapter of best practices for getting started.