Learn how to generate more leads using an interactive content strategy – WAU
High competition means that companies need to use creativity to attract new consumers to their business. For this reason, generating leads with interactive content has become an extremely valid and widely used alternative, creating a competitive advantage in the constant dispute for customer attention and resources.
The digital transformation has put companies on the wall: they either adapt according to the interests and desires of consumers, or they are doomed to be forgotten.
Thus, you need to find innovative strategies to attract more leads for your business. One of the main bets in the current market is the use of interactive content.
After all, according to Content Trends 2019, 83.4% of companies use Content Marketing to attract potential consumers to their pages.
Within this dispute for the attention of users, it is necessary to make sure that you are offering a competitive advantage, such as generating leads with interactive content.
How about, then, go a little deeper into this subject that can be so important for the success of your Digital Marketing planning? Therefore, we have prepared this complete article on the subject, in which we will address the following topics:
Are you curious and want to know more? Continue reading and answer your questions!
What are interactive content?
As the name implies, interactive content is graphics, parts, images or buttons, for example, that require user interaction for any action to take place.
The idea is precisely to attract those who access a certain page to interact and, thus, increase their engagement, ensuring their attention in a more fun way.
While infographics, images and videos can already be used to create relevant materials for consumers – exactly what the Content Marketing strategy is based on – the high competition in the market demands more from companies. That is why, it is also necessary to innovate when competing for the attention of those you want to get close to.
The ultimate goal of this type of material is precisely to offer something even more attractive so that the consumer arouses a greater interest in a problem, strategy or solution and, consequently, finds out that you can help him with his services and / or products.
At the end of the story, the idea is to provide a richer and more interesting experience for that user to be interested in what you have to say.
From the reaction of those who are accessing your page, you can open a contact window that did not exist, bringing your company even closer to different potential consumers.
How important is lead generation work?
As we saw above, generating leads is a common goal among companies that decide to invest in different Digital Marketing strategies.
After all, who does not want to create a qualified network of contacts that can facilitate, for example, the work of your Sales team in order to increase the conversion rate of your business in the future?
But being able to attract these users is not easy, since the contents, materials and information on the internet are the most diverse. Thus, you need to differentiate yourself from the competition.
How can this be done? Creating content that is relevant to your persona and, thus, increasing the chances of attraction and, consequently, conversion.
But why is lead generation so important? As the consumer’s shopping journey – and their level of demand – has changed, the companies’ posture also had to undergo adaptations.
Therefore, nurturing these leads will bring your business closer to conversion, creating a closer and more trusting relationship between the parties.
What are the benefits of generating leads with interactive content?
According to a study released by Microsoft, the human’s attention span is, on average, less than that of a goldfish in an aquarium.
That is, your time to convince a user that your product and / or service can be useful is extremely short and you are always competing with other content and materials.
Within this scenario, it is necessary to find ways to facilitate this process of approaching the consumer.
Generating this engagement with leads, however, is not such a simple task to be done, at least that’s what Content Trends 2019 shows, with 66.3% of companies having difficulties in producing content that generate interest.
Therefore, it is necessary to search for innovative actions that captivate users’ attention in different ways.
Not surprisingly, the use of interactive content in companies’ Marketing plan has grown in recent years and, according to a study by the Content Marketing Institute (CMI), 46% of companies use these resources.
To get an idea of the increased relevance of this strategy, 79% of respondents increased the use of interactive content in their Marketing and communication campaigns and actions.
The main reason for betting on this type of content? For 66% of the companies, it is the search for greater engagement with users.
But in practice, what are the benefits of generating leads with interactive content?
Also according to the CMI survey, 87% of Content Marketing professionals interviewed agree that the retention of users’ attention is much greater with interactive resources than traditional and static ones. Not bad, right?
Another benefit of adopting interactive content in the search for leads is the strengthening of your company’s Branding.
In addition, 77% of these same professionals point out that these resources increase the constant visits of users, who end up returning more often and facilitate, for example, loyalty work, another very common objective in the area.
The CMI report also details the level of satisfaction of professionals with the use of interactive content and the success of this strategy in the pursuit of the objectives and goals outlined in its Marketing plan.
44% of them say that these resources are effective, while only 1% believe that they have no effectiveness in the search for results.
What are the most effective examples of interactive content?
Now that you know how to generate leads with interactive content can be important for the success of your Digital Marketing strategy, how about knowing some examples of strategies that can be applied to your business?
We have separated some types of interactive content that will help you attract even more users to your pages! Check out!
1. Contests and sweepstakes
Widely used in the early stages of the consumer buying journey, contests and sweepstakes are extremely useful practices for generating engagement with users.
The strategy is to ask people to take action and, in return, compete for a prize offered by your company.
It can be a photo contest, dispute for votes, nomination of friends to participate, in short, several options to increase the level of engagement with users.
In addition, this tactic can also be used to strengthen your company’s social networks, which can contribute, for example, to increasing your brand awareness.
Calculators are considered versatile interactive content, after all, they can work with a lead at the top or bottom of the funnel.
The approach will vary depending on the purpose of your campaign and, of course, your persona. When presenting numbers, the tendency is for the user to be even more interested, visualizing, in practice, possible improvements.
For a company that offers technological solutions for Marketing automation, for example, allowing the user to calculate time savings with the use of his tool can be very efficient.
Or how about showing your ROI (Return on Investment) and offering a CTA to show you how to increase that number?
When it comes to attracting a lead to present your brand, one of the most used options for interactive content are games. For those who are trying a first contact, without the need to go deeper in more technical terms, the games will make this approximation between user and brand more fun and simple to make.
4. Interactive infographics
Static infographics are already very efficient when it comes to attracting and holding users’ attention, however, they become even more important for those who want more conversions when they become interactive.
This means allowing the user to configure the infographic with the subjects that interest him most or even select what will appear or not in each image, in short, encourage greater engagement.
RightSource, for example, has produced an interactive infographic showing why marketers have chosen to use interactive content in Content Marketing strategies.
An important part of the lead generation job to achieve a conversion in the future is to know who is on the other side, right? And do you want something better than asking questions and getting answers from users?
You can, for example, assess the level of knowledge of those who accessed your site and, thus, offer content and materials according to the stage and level of knowledge of each one.
This method can also be used to identify which are the main pains, doubts or objectives of each lead, making it easier to understand what can be offered within your portfolio to increase your chances of conversion.
The greater the interaction of users, the greater your knowledge about them and, consequently, the more chances of closing a deal for your Sales team.
For many users, ebooks end up not being so attractive because they are produced with a greater amount of content and information, with many texts. To make this activity more enjoyable for anyone downloading your material, you can make it interactive.
7. White papers
For those who want to produce really useful materials for those users who are at the bottom of the sales funnel, interactive white papers are very efficient.
After all, in addition to being more technical and in-depth content on a given subject, if the user can customize the information available in the material, he may be even more interested in what you have to offer.
8. Interactive videos
This example is a little more complex to get off the ground, but it is quite innovative and considerably increases the chances of you getting user engagement.
Interactive videos make it possible for anyone on the other side of the screen to choose an angle or even the course of an explanation or story.
9. Landing pages
When creating a landing page, you are looking to attract the user to take action, right? Instead of asking him to fill out a form, how about allowing him to interact with the page?
Offering some interactive action will increase the chances of the user being interested in the subject and, consequently, downloading an ebook or generating relevant data.
10. Customized recommendation
Most suitable for those who have already advanced a little more within the purchase journey and have a greater knowledge of the problems and solutions that your company offers.
The customized recommendation is efficient when it comes to personalization and offering a more segmented experience for each user who accesses your page.
From the users’ answers to some simple questions on the topic in question, you will offer which is the most suitable solution in your portfolio for a given problem.
For those who work with Digital Marketing, suggesting which way to go between SEO (Search Engine Optimization) or sponsored links is an example.
The idea of generating leads with interactive content is, therefore, extremely efficient and adaptable to your business model.
Just choose a strategy that best fits your target audience’s profile and start attracting even more leads to your business, approaching who can really become a consumer of your brand.
In addition to generating leads and attracting them to your pages, bringing your brand closer and strengthening the relevance of your brand in your niche, you also need to ensure a flow of content and materials to communicate with all your potential customers.
After learning how to generate leads using interactive content, check out our Dell success story and understand how this multinational has increased its conversions using interactive strategies!