Solution:
More than just a format

Frost & Sullivan uses Turtl to impress readers and gather insight across multiple use cases

A content tool for the digital era

An interactive approach

Turtl has allowed Frost & Sullivan to move away from traditional PDF and PPT content towards a more engaging format better suited to a digital audience. The Turtl format avoids scrolling navigation, encouraging readers to read non-linearly, which puts the control of the reading experience back in their hands. It also offers a range of interactive widgets like polls and charts. Turtl Docs have been proven by Lumen to extend reading times 73% longer than the PDF.

Individual reader tracking

Once a reader has offered up their contact information to fully access a Turtl Doc, Frost & Sullivan can track exactly how they engage with the content. Which chapters did they spend the longest reading? Which did they ignore? Which answers did they choose in the polls?

At what point did they share it with a colleague? This builds a much clearer picture of a lead than a simple download metric.

Internal content metrics

Turtl's analytics offer up more than you would see with formats like the PDF and PPT. Its chapter-based format divides performance metrics by section. This means you can see which subheadings are driving readers to read further and which need to be reworked. You can also compare read times of different chapters to see which specific areas are grabbing the most attention. Frost & Sullivan use this insight to constantly improve existing and future content.

The bottom line

Thanks to Turtl's forensic analytics, the veil is lifted on content's role in driving new business. The influence that content played on a deal can be directly shown through its performance data. With traditional formats, it's impossible to see whether leads and prospects actually engaged with content or just downloaded and ignored it. The team use Turtl to show internal stakeholders the real impact of their content.

How Frost & Sullivan uses Turtl

1.

Research reports

The team produce a wide range of topical research reports across the globe in multiple industries. These lengthy reports benefit from Turtl's "chunked" format that breaks them down into more easily digestible chapters. The reports are produced for both Frost & Sullivan and their various clients.

2.

Thought leadership

In crowded channels, Turtl's dynamic format shows a stark contrast between the content the team are producing vs their competitors. This allows them to project a clearer brand voice that cuts through the noise, helps establish them as leaders in their field, and boosts demand generation.

3.

Marketing newsletters

To capture and nurture leads, they use Turtl to create a variety of external newsletters for different audiences and industries. These top-funnel newsletters gather data on reader interests which help the marketing team scope out potential pockets of interest for future projects and campaigns.

4.

Internal newsletters

The HR team also use Turtl to produce their internal newsletter that celebrates the stories and achievements of their employees. There is no design resource for this, but Turtl's simple editor and pre-made templates allow the HR team to create a great piece of content independently.

We used to qualify a content-generated lead, send them to our sales team, and the lead would often have no recollection of the content they originally downloaded. When it's Turtl content they've read, they clearly remember it because it's so different from other formats out there, which helps our sales team in their conversations.

Navin Kumar, Global Director of Marketing Operations and Demand Generation, Frost & Sullivan