We recently explored the idea of interactive content in the blog post, “3 Creative B2B Lead Generation Tactics.” In the original post, we explain that interactive content is specifically tailored to facilitate engagement with your prospects. Unlike its traditional, static counterpart, interactive content is inherently participatory and provides prospects with an immersive and compelling experience.
As content marketing continues to grow in popularity, it has become increasingly important for B2B marketers to find ways to cut through the noise and deliver content that stands out from competitors. For many, interactive content is the answer to this problem – and for good reason; consider these statistics:
- 88% of marketers who use interactive content say their content was somewhat effective or very effective in differentiating it from competitors (source)
- 81% of marketers agree that interactive content grabs attention more effectively (than static content) (source)
- 79% of marketers agree that interactive content enhances retention of brand messaging (source)
- 79% of marketers agree that interactive content results in repeat visitors and multiple exposure (source)
Today, we circle back to this topic and provide you with three ways to incorporate interactive content into your B2B marketing strategy.
Like traditional marketing content, quizzes can provide your prospects with an educational experience. However, unlike ebooks and whitepapers, a quiz is broken down into smaller, more digestible pieces of information. And if your Facebook timeline is any indication, it’s safe to say people love taking quizzes.
Traditionally seen as a B2C tactic, quizzes can prove to be immensely beneficial to your B2B marketing strategy. Don’t believe us? Consider these statistics (source):
- On average, a simple trivia quiz has a 41% click rate and a completion rate of 43%.
- Quizzes are highly shareable. On average, there is a 15% share rate for interactive content like quizzes.
To get the most out of your quiz, be sure that it is in line with your business objectives. If your organization sells phone conferencing technology, you probably have no business creating a quiz about Disney princesses.
Consider taking one of your longer formed pieces of content, and then transferring into quiz format. Keep it fun and light, but be sure the experience provides value to your prospects in the end. Secure each prospect’s contact information by gating the results of your quiz with a simple contact form.
Check out these examples:
- Marketo: Who’s Your Content Marketing Crush?
- Infusionsoft: What Kind of Entrepreneur are You?
- Econsultancy: Digital Skills Index
2. Pricing and ROI Calculators
Before your prospects can go about purchasing from you, they’ll need to prove the worth of the investment to their organization’s buying committee. ROI and pricing calculators are a relatively simple tool that do just that. With a few inputs, an ROI calculator can demonstrate the value of your product, instantaneously providing them with a personalized and valuable piece of content.
Be sure your calculator 1. Works properly and 2. Is relatively simple to use. Keep your best customers in mind when developing your calculator; ask yourself if they’d find it useful. According to one recent study, 51% of marketers agreed that calculators are most valuable as mid-funnel content, during the “consideration stage” (source).
Similar to the quiz, consider gating the results of the calculation with a simple contact form. Conversely, you could also give prospects a “free” simplified version of the results; once they’ve filled out your contact form, they can then access their full results report.
Check out our own ROI Calculator, here: ZoomInfo’s ROI Calculator
3. Contests or Giveaways
Probably the simplest and most successful type of interactive content is a contest or giveaway. After all, people love free stuff! However, if you don’t develop your contest or giveaway strategically, it can produce a lot of junk leads.
The trick to making your giveaway a success is to make sure your “prize” is something that only your best customers would value. Additionally, outline specific rules and conditions for your contest; not only will these protect you from liability in the long run, but can also weed out contestants who don’t match your target demographic.
If your content strategy is getting stale, try out one of these ideas and see the difference it makes in your lead generation efforts.
For more information about generating high-quality B2B leads, contact ZoomInfo today.