How B2B companies can use interactive content

You probably know by now what interactive content is, and you may have even engaged with this type of content before.

If you ever visited websites like Buzzfeed, you have seen quizzes and polls being used to increase engagement. And it has everything to do with what we will discuss in this article.

Although your business might not attract as much attention as pop culture quizzes, there are plenty of ways you can use interaction to make the buyer’s journey more attractive and guarantee better leads.

Today, we’ll look into how B2B companies can take advantage of interactive content.

In this article, you will understand:

What are the benefits of interactive content?

The fact that websites like Buzzfeed can use interactive content to drive interaction tells us a lot about audiences, but very little of what interactive marketing can do for your business.

After all, the Buzzfeed platform is much different from your company’s.

However, as we’ll explain below, businesses greece phone number data can achieve their goals using different types of content in their strategy. In fact, interactive content can outperform traditional marketing efforts.

We can mention at least 3 benefits of B2B interactive marketing:

1. businesses that use it have higher segmentation to contextualize your business data engagement rates
2. businesses that invest in it learn more about their customers
3. users are more loyal to brands that provide great interactive content

Now, you will understand how each of those benefits can be reached with B2B interactive content.

Increase engagement

The nature of interactive content drives europe email engagement. After all, to fully understand a piece, users must select a path to follow, which guarantees that most of them will see it through the end.

That’s a characteristic of B2B interactive content that makes it work so well to deliver an idea.

Capture more data

With all those interactions, users generate data for your company. It allows you to know what they’d rather buy, what they look for in products, or how they intend to use it.

Users are constantly telling your company what they plan to do with your solution.

During the interaction, they are more comfortable giving you hints about themselves, which helps you enhance your buyer personas mapping.

 

Build a following

If your content looks like it could be found on any website, that’s because it probably does. Therefore, marketers have started using interactive B2B companies  content to develop more personalized Digital Marketing experiences.

That helps customers see themselves as unique among your client base, and because of this, they will want to know your brand better.

What are the main types of interactive content?

As you probably can imagine, there are a lot of different types of interactive content you can integrate into your strategy.

Below, you will see what each of them brings to the table!

1. Quizzes

As we’ve mentioned before in this article, quizzes are a popular way to build interactive content aiming at engagement, which can benefit both B2B and B2C companies.

A quiz may have any purpose you can imagine, from presenting your client the best product option to helping them understand what kind of service they should hire.

Quizzes should be short and quick, and provide a straightforward answer to your audience — one that will help them reach the next step in the buyer’s journey.

2. Videos

Videos are a must-have in a Digital Marketing strategy, and they sure can help you reach other businesses more effectively.

Some specialists even say 2020 is the B2B companies  right year to start including video in your B2B marketing efforts, relying on important stats the latest Wyzowl research provides:

• of the 500 companies interviewed, 81% use video marketing — 21% more than in 2016;
• prospects of these companies watch, on average, 1.5 hours of video online every single day;
• 85% of the companies are so happy with their video results that they plan to increase spending in 2020.

Interactive video is a big trend in this context, delivering buyers personalized messages and helping them reach their goals with ease.

In interactive videos, tags, hotspots, polls, and questions are used to determine how the content ends. Thus, it’s in the hands of the viewer to choose what to watch.