If you are going to compete in B2B, you need to trust that you’re capturing and maintaining your ideal audience’s attention. The problem is that the average consumer’s attention span is short, and static content (content that doesn’t require active engagement) is falling short.
Buyers are facing information overload, and if your business isn’t adapting to what B2B clients want to engage with, you can guarantee that they’ll click away faster. That’s a problem – especially when your business consistently relies on lead generation to engage new clients.
So, what’s the solution?
If static content isn’t cutting through anymore, B2B lead generation will need to adapt to new methods. One of the best techniques is interactive content – content that engages directly with users and requires their participation.
Interactive content includes a wide range of use cases, such as surveys, assessments, personalized reports, surveys, and more.
Unlike traditional blog posts or white papers, interactive content engages what would be a passive reader – turning them into an active participant in a two-way conversation with your brand.
The numbers behind interactive content are compelling:
At the heart of interactive content marketing lies what could be called the “Give to Get” approach. This idea is simple but surprisingly powerful: offer valuable insights or personalized recommendations in exchange for user participation and data.
Think about it – wouldn’t you be more willing to share information about your business’s challenges or needs if you knew you’d receive a customized solution in return for your time?
While many companies simply ask for data or tell potential customers to “schedule a call,” interactive content provides a lower-risk interaction with a much higher upside in long-term engagement.
LeadSeed’s platform capitalizes on this concept by giving businesses the tools to create personalized interactive content – documents, guides, proposals, recommendations – that prospects can unlock by completing simple online assessments.
Best of all, these aren’t just generic surveys – they work to help you capture the best data for your use case while making sure that your ideal consumer feels that they are getting something of value in return.
Every question in your survey serves a dual purpose:
As your prospects progress through the survey, LeadSeed automatically builds a clear profile of their unique needs, challenges, and readiness to purchase.
But what do potential customers get in return? A dynamically generated, personalized report that helps them make better decisions (and realize that you are a great partner to help them get there!)
Still not sure if investing in interactive content is the way to go? Let’s look at a few more data points that show how static content isn’t going to match the conversion rate potential of interactive content:
Why such a massive difference? It all comes down to personalization and relevance.
When a prospect receives a tailored report addressing their unique challenges, they immediately see the relevance of your solution. They’re not wading through generic, irrelevant data or content to find a kernel of useful information – they’re getting 100% applicable, actionable insights.
If interactive content is so effective, why aren’t more companies using it in their marketing and lead generation efforts? For many, it comes down to a sense of uncertainty when asking for potential customer data.
You want to gather enough information to qualify leads without scaring potential prospects away with lengthy forms. Many feel that asking for opinions or admissions on a client’s struggles could feel invasive. Luckily, the right interactive content solves this problem.
When participants engage with assessments or surveys, their guard goes down – they feel that they are in a conversation with a guide who isn’t looking to bait-and-switch them into a sale.
Sure, you may have services to sell them, but when consumers feel you are leading from a genuine interest to help, they’re more likely to engage.
When you can build interactive content that feels more like a conversation over an interrogation, you can:
Best of all, as you gain more and more data from your interactive content, you can begin to adapt your own offerings and marketing to reach the right audience. You may find that who you thought was your ideal paying customer wasn’t the right one at all!
With digital fatigue and competition for attention intensifying, you need to evolve in your marketing to meet the consumer’s needs and content consumption styles. LeadSeed’s interactive content platform makes it easy to build and integrate the future of lead generation directly into your current marketing strategy:
LeadSeed makes it easy to create interactive content through:
Best of all, you can integrate LeadSeed directly into your CRM and marketing automation tools, so you can keep your prospect flow moving without any hiccups.
Want to learn more? Try out LeadSeed’s interactive content development today, and take the first step in creating B2B engagement content that will move the needle in your lead generation.
