Some B2B companies may not have hopped on the video and short video bandwagon yet, but they can still use interactive content marketing to boost lead generation.
A study from Demand Metric showed that interactive content had a 70% conversion rate — compared to 36% for its static counterparts. Yet only 27% of B2B companies surveyed use it in their content marketing, according to CMI’s latest report.
Interactive content allows B2B companies to create memorable experiences for their audiences. Being memorable is a good way to stay top-of-mind when companies are creating a short list of vendors to buy from.
Why Interactive Content Works for Lead Generation
First, interactive content is more engaging than traditional, non-interactive content. An audience is more likely to spend time consuming, sharing, and digging into the content when you’re intentional with it. It can drive 10%-50% more engagement than static content.
It helps B2B brands differentiate themselves from competitors because it’s different from traditional B2B digital marketing. Interactive content gets attention and helps set these brands apart from the industry.
Interactive content is a great way to collect valuable information from prospects, leads, and customers. Quizzes, surveys, interactive forms, and online calculators help gather user information like email addresses, preferences, requirements, and company data. All of which can be used to nurture leads and drive future conversions.
Finally, interactive content can help B2B brands enhance brand awareness. Depending on their industry and product, getting the word out about the brand can be hard. It may be the best choice and ideal product for customers, but it’s hard to sell if they don’t know the brand name. People are more likely to remember and share interactive content, bringing the brand into the spotlight more easily.
7 Types of Interactive Content that Increase Lead Generation for B2B Brands
While most people might only classify actionable content like polls, webinars, and free trials or demos as “interactive content,” a few more meet the criteria and are just as effective. Here are seven types of interactive content that work for B2B lead generation:
1. Short Videos
Videos allow people to watch, learn, and engage in a different way than text-based content. Add clickable hotspots such as a link to a landing page or quiz, annotations about the topic, or a call-to-action (CTA) overlay to inspire interaction with tools like Vimeo.
2. Online Calculators
Products based on usage or size, like online storage or software licensing, use interaction well. People input specific data into a form to receive customized product recommendations or sizing. It’s a hands-on experience that helps potential customers visualize the value and benefits of the product.
3. Case Studies
People love sharing success stories about how a product helped someone just like them solve a similar problem. They establish credibility and capture the attention of potential customers because they see themselves in real-life examples. Increase the interactivity with different visual formats like videos and images depicting the story.
4. Email Newsletters
These are a classic for a reason: email newsletters offer a simple way to collect leads. Provide valuable content, industry updates, and exclusive information to incentivize potential leads to sign up.
5. Live Chatbots
With nearly 80% of customers already messaging with brands via Meta’s apps (Messenger, Instagram DM, and WhatsApp), it makes sense that chatbots would make their way to B2B marketing too. Live chatbots can quickly qualify leads for a B2B brand as potential customers ask questions about their specific requirements. The conversation can be mined for contact information, feed into content updates and creation, and meet customers where they are in the buying journey.
6. Polls, Surveys, and Quizzes
Asking your primary audience questions with polls, surveys, and quizzes is an excellent way to gather feedback. They help B2B brands gather insights into their potential customers’ preferences and needs, helping them shape more focused marketing that generates better leads.
7. Webinars and Online Events
B2B brands are used to hosting webinars and other online events as part of their lead generation efforts because they work. Smart marketers take these events to the next level by recording their events and offering them asynchronously. Participants register the same way and then watch the event later, either at a scheduled time or at their convenience. Either way, the B2B brand has collected their contact information and can follow up later.
Add Interactive Content to the B2B Lead Gen Mix
Interactive content is a powerful tool B2B brands should add to their content marketing strategy to increase lead generation. Whether by creating short videos, publishing surveys and quizzes, or deploying a live chatbot, brands can generate more leads, grow their bottom line, and learn more about their potential customers. It’s a good differentiator in a crowded market and prospective buyers will appreciate the change of pace.
