How interactive content can fuel two-way conversations at scale
Demand marketers are currently facing a crisis; ungate content to improve buyer experience and remove friction, but risk turning off an important data source for retargeting, nurture, and lead generation.
But when demand generation marketing is done well, gating is part of a value-led content ecosystem and leads are enriched by other insights beyond the gate.
This guide will dive into ways that demand marketers can find the balance between predictable lead generation and frictionless demand generation, nurture and qualify leads with enriched insights, and ultimately drive more high velocity pipeline.
Demand gen is changing
of B2B buyers drop off when they hit an up-front content form
of marketers consider generating traffic and leads to be their biggest challenge
of B2B leads are not sales-ready
Psychology and behavioral science are a window into how our prospects really want to engage with us. A psychology-led approach to content can significantly boost the performance of your campaign content.
Develop material that is interactive and convenient for a comprehensive range of distribution channels and customer desires.
Lead with value and add gates where there is an opportunity for additional value to users. Additionally, a chatbot or soft pop-up gate can offer extra value by suggesting relevant lead magnets for a user's journey (i.e. newsletters, webinars, related content).
Quality content should support and optimize the entire buyer journey throughout the attraction, conversion, fulfillment, and loyalty stages.
So what exactly makes demand content top-performing?
Adaptability - avoid leads dropping off or receiving outdated information
Interactivity - encourage engagement and gain precious intent data
Turtl's Marketing team wanted to reach a new market interested in psychology-led content.
As part of a multi-channel campaign, our team developed LinkedIn ads that promoted interactive content to engage and convert the audience before following up with additional value.
The ad included a dynamic GIF as the cover image to increase attention, and the content itself was optimized for engagement with detailed analytics.
As a result, the interactive content in this campaign saw some impressive stats.
Explore the guide here
Kantar was creating a wealth of high-quality blog articles and thought-leadership content. The problem was that it was impossible to trace these back to lead generation without content metrics, making it hard to prove marketing ROI. Since they were unable to gain insight into who their readers were, and what they were interested in, it was difficult to move their content strategy forward.
With business-wide, collaborative projects on the horizon, Kantar needed a platform that would deliver on metrics and collaboration - on a large scale.
Kantar switched to using interactive content for their demand campaigns. In four months, Kantar's content created in Turtl saw:
A Lumen Research study found the Turtl content format receives 10x more engagement than traditional formats like PDFs. The also discovered impact on:
