Improving the B2B Customer Experience with Interactive Content

According to the Content Marketing Institute (CMI), more than three-quarters (81%) of marketers think interactive content is more attention-grabbing than content that isn’t interactive. Interactive content such as quizzes and calculators engage readers more than long chunks of text. As it is more engaging, it keeps visitors on a web page for much longer and generates more conversions and click-throughs. It is also a great way to capture consumer data.

While these tactics are often used in the B2C landscape, B2B marketers should take note. B2B marketing is evolving, and businesses need to adapt and update their strategy as consumer expectations change, or risk falling behind. Content marketing has been and will continue to be, an effective way to engage buyers. However, case studies, white papers, and blog posts will likely not be enough to continue to engage them in 2021 and beyond. There are a number of new and innovative types of content marketing that B2B organisations should consider incorporating into their strategy. For example, 51% of marketers say online calculators are most effective in the “consideration stage” of the sales cycle. Dedicating resources to creating interactive content may help to break through the noise and really resonate with the target audience.

Interactive content, like other forms of content, can be used to demonstrate thought leadership in new and interesting ways, which in turn, can generate leads, boost sales, and increase brand awareness. But, how can B2B businesses provide an enhanced experience for users with interactive content marketing? The following are some types of interactive content to consider.

Interactive Tools

Quizzes, calculators, and other assessment-type tools not only engage the audience, but they also allow the business to learn more information about the audience and their values and pain points. Each of these methods is slightly different, and one may be more suitable than another depending on the objectives of the content. Quizzes are more informal, polls can help gain insight into the audience, and calculators can generate information that is insightful for users.

For B2B businesses, calculators, for example, a calculator that provides a cost estimate, can be extremely effective. They are useful for the audience, as it gives them the opportunity to insert information and receive a computed numeric response. The response may also include some of the business’ products and services that relate to their outcome. They are also effective for the business as these tools can collect valuable insights and information on the customer.

These calculators can be put together relatively easily by businesses, using information that they already own, such as data or benchmarks.

Voice-Activated Technology

Voice-activated assistants such as Amazon Echo and Google Home are being used more and more both at home and in office spaces. These devices have created an opportunity for businesses to generate more interactive content. By the end of 2020, more than half of all searches are expected to be conducted using voice search. This trend has huge implications for the future of SEO and how marketers will have to plan their strategies for the channel. Most people do not type the way that they speak, and as such, websites that currently optimised to rank highly on SERPs may not be as easily found for a voice search. Building out an SEO strategy for voice search will help B2B businesses with their strategy going forward. This can be done by including more long-tail words into SEO campaigns and writing blogs and website content in a more conversational tone.

Interactive Video

Video is an extremely popular content medium; and marketers are taking note, with 73% of content marketers using video as part of their content marketing strategy. Interactive videos are a newer trend, and they have several benefits for B2B businesses. 70% of marketers say interactive video engages audiences “well” or “very well,” and 68% of marketers believe it will continue to be an important component in the modern marketing mix.

Interactive video gives the viewer the ability to interact with the video content using a variety of tools. For example, users may be able to click, drag, scroll, hover, gesture and complete other digital actions to interact with the content of the video. Social media platforms like Facebook have a suite of features that enable businesses to make video content more interactive. Or, businesses can use other video platforms to access these features and host the content on their own website.

Interactive marketing is likely to continue to grow in popularity, as consumers want more and more personalisation. Businesses that adapt to this form of content marketing are likely to see the benefits in the form of success in their marketing campaigns. For more information on B2B content marketing, get in touch with the B2B marketing experts at The Lead Agency.