“You can sell to someone, or you can help someone and create a customer for life.” —Jay Baer
Taking your B2B marketing up a notch requires more than racking up anonymous clicks and shares. It takes interactive content that positions your brand as a trusted authority and resource. Your brand should make people want to give you permission to engage with them.
For demand generation, value is a participatory process. Potential customers want to touch, feel, and test-drive things “on demand” while they continue to shop, compare, and research.
Because of this, interactive content (think calculators, assessments, polls, and trivia) is a perfect “taster” to whet the palate of a potential customer. This type of content can stand alone or act as part of a bigger, long-lasting conversation with customers as they move from lead to qualified prospect.
Now it’s time to turn your industry knowledge into interactive content that’s not only engaging, but also all about helping the customer enter the buyer’s journey with confidence. Here are five interactive content examples that have hit the sweet spot between encouraging customer engagement and improving customer satisfaction from the first click.
1. Kapost: Making the History of Digital Marketing Technology Interactive and Engaging
When you have a value-packed content pillar, you want people to find and download it. But getting a prospect to share personal information in order to access content requires a little flirting and finesse.
Kapost took a unique approach to marketing their eBook “The Future of Marketing Technology” by creating an interactive history lesson that chronicles the explosive evolution in digital marketing technology and explores the factors, companies, and innovations that fueled it.
Calling on simple, clean lines that are consistent with their branding, Kapost designed a rich, comprehensive timeline of marketing technologies. By offering insights on how much marketing has evolved, they set the stage for why it’s essential to get educated and understand where to invest marketing dollars as the technologies continue to change.
2. Demand Gen Report: Leveraging Webinars as a Full-Funnel Marketing Tool
Webinars are typically used as a top-of-funnel marketing tool, but interactive content enables B2B brands to tailor topics to buyer personas at any stage in the sales funnel.
The key is to develop a webinar topic that leverages a specific portion of the buyer’s journey—early, mid-to-late, or the customer onboarding stage—and use it as a roadmap to address topics and demonstrate value to that specific target audience.
Leveraging tools like gamification, polls, and other ways to solicit real-time insights during the webinar keeps attendees engaged and enables brands to collect relevant information about customer needs and concerns.
Remember to leverage the interactive elements of social media as part of the promotion for an extra punch.
3. Liveperson: Using Interactive Content to Research and Refine Specific Consumer Needs, Creatively
It’s not always easy to look in the mirror and objectively see the true value of your brand. That’s what makes the “snap a digital-engagement selfie” a perfect example of how to invite more engagement.
Liveperson created a simple way for potential customers to do a self-assessment of key aspects of their business. Not only was this appealing to the “self-improvement” aspect of human behavior, but Liveperson also collected information on pain points and customer needs—and got more email contacts to boot.
This interactive content example is simple, offers feedback that all brands want to know about themselves, and gives an assessment within minutes, combined with tips on how to help brands improve results.
4. Sage: Business Management Software for Businesses of All Sizes, with an Interactive Twist
Sage offers business management software for companies ranging from start-ups to large corporations, but they wanted to get better at targeting and engaging with small businesses.
To do this, they narrowed down seven common pain points—including common topics like “starting a business” or “work-life balance”—and crafted extensive Web pages dedicated exclusively to each topic. Each Web page also offers a call to action to download even more information, and provides links to related blog posts.
In addition, Sage built a 12-week small business pay-per-click (PPC) campaign around the same seven themes.
5. Lynda.com: Making Online Learning and Customer Interaction Easy
The online learning site Lynda.com caters to individuals and businesses of all sizes, so how do they make such diverse content work?
Personalization. By offering core video tutorials on content ranging from design, website development, photography, and more and breaking it out into finely tuned consumer and business categories, they created the ever-open library of knowledge in a simple interactive format.
All content is easily searched, categorized, and organized by keywords and type of tutorial, while business content is organized by size of the B2B organization. They also offer on-demand training for an organization’s employees.
This model keeps customers coming back, so why not add a video tutorial or interactive learning area to your website?
There you have it: five amazing interactive content examples by B2B brands. How are you going to up your interactive content game this year?