As marketers, we are confronted with new challenges every day. The marketplace is continuously changing, and privacy regulations are increasing in a landscape disrupted with a pandemic.
Not only that. It’ s getting more difficult to seize our audience’ s interest in an increasingly digitalized life-style. Audiences have more media at their disposal and are using them simultaneously, for almost 10 and a half hours a day. How can your brand name stand out with an ever lowering attention span?
In this article, we are going to show how you can overcome these types of challenges and create a successful requirement generation engine using the correct tactics and tools.
I will also describe some ways we use Rock Content ’s interactive content platform, Ion , together with the well-known automation platform Hubspot to increase engagement and accelerate the full buyer’s journey.
It starts along with content (not any content)
You probably already know it, but it’ s always good to remember: content is an essential part of your demand generation strategy. “ Content will be King, ” said Costs Gates back in 1996 which statement is still valid nowadays.
As much as this statement continues to be valid, the content landscape is promoting a lot since 1996. Several content formats will be more successful than others to be noticeable in the sea of content material available out there.
Online content is the type of articles that will look different from the normal ones in the eyes of the audience. It will invite the particular audience to actively take part in the content instead of passively consuming it. This will result in a a lot more engaging experience.
Do you remember the last personality questions you took online? Or maybe the last ROI or low cost calculator you used? Interactive content is not new. Actually, the best brands have been employing this strategy for years now.
The New York Times’ most popular story of 2013 was not an article, it was a dialect quiz . Now they have a every week quiz section, The N e ws Quiz released every Friday that will test readers’ knowledge of the week’s headlines.
But grabbing people’ s attention is just the first step. For a business to be successful along with content, it will ultimately have to turn this attention directly into valuable business outcomes.
You may be wondering how you can drive a company outcome with a personality quiz. That’ s a matter of using creativity to create content associated with your business that will, at the same time, end up being useful to your audience. Reward points if you manage to end up being fun.
Take this Myth Busters quiz instance from Sears. They created an interactive quiz to help consumers bust common myths about washers. This was part of a strategy that’s been named an Official Honoree in the 20th Annual Webby Awards!
Quizzes are just one of the interactive content formats which exist. Using an interactive content platform like Ion will give you usage of other formats and quick start templates to make interactive content creation fast and easy.
Think of calculators, assessments, solution finders, infographics, ebooks, product tours, white papers… These are just a few interactive formats you can explore. You may also start with a blank canvas to create whatever you need.
Having an interactive content system available for you and your team to make content at scale is a good start. After all, you will need a good mix of content formats properly distributed in the buyer’s journey to be successful in your demand gen strategy.
The importance of the buyer’s journey
The right content file format is important but if your content is not really well planned and mapped according to the customer journey you are wasting most of its potential.
So , building a successful requirement generation strategy depends also on understanding your buyer’s persona and their journey.
Now, I cannot highlight this enough, maybe I should just re-write this article at this point to say “ it all starts with the buyer’s journey”. In case your content is not mapped plus aligned with your buyer’s trip you will probably fail, or at least possess a hard time linking your content to business outcomes.
A great buyer’s journey skillfully answers a number of questions, all while building a personal relationship. Today this particular journey is increasingly electronic, giving marketing and sales teams a huge opportunity to capture helpful first-party information to connect along with buyers and customers from scale.
Did you state first-party data?
Yes, and it gets better. Interactive content allows you to capture an even better type of first-party data too: declared data.
Also known as zero-party data , this is information your customers intentionally share with you, instead of just being captured from analytics and user behaviors.
This can include intentions, preferences, personal context, and so much more.
The certain death of the third-party biscuit makes it essential to capture first-party data through your content, and that’ s just one of the benefits of utilizing an interactive content tool like Ion integrated with your CUSTOMER RELATIONSHIP MANAGEMENT.
A few examples through Rock Content
Let’ t start with a top-of-the-funnel instance. Having a content newsletter is one of the best tactics you can use to produce your own channels and develop a solid relationship with your market.
That’ s precisely what our own content team in Rock Content did whenever they decided to create our e-mail newsletter The rythm expecting to accomplish increased engagement by making the particular newsletter interactive. Not to mention all the insights we can get from your content consumption.
Rock Content launched The Beat in the beginning of 2022 to create relevant information to marketing and sales people, not to sell. All of us bring weekly, every Fri, trends and tips to the US audience, like this article that you are reading now. As a result: the subscribers growth reaches a double digit percentage each month, and the e-mail open prices are a lot larger than the particular promotional ones that we send to our base. That’ h a relationship!
More than that will: as editors, Ion permits us to track every movement of the audience inside the e-zine to know what they interact with a lot more, and even have quizzes to understand their problems and point of views, so the content team can bring more and more content based on the real problems and doubts of the open public. More than a relationship, it’s the conversation. Everything based on information.
Now another fascinating example is this interactive ebook we created in 2021. Ebooks are not new, online marketers have been using this for years.
What’ s special about this ebook? It’ s interactive. It will eventually gradually collect information which will be used to personalize the content within the experience, making it more relevant to each reader’ s profile and preferences instead of just having the usual form gate in order to download a static PDF FILE.
Also different from static Ebooks with no interaction or customization, this interactive ebook allows us to understand how people engaged with it, which chapters were read through by each individual reader and which were the most popular sections of the particular ebook.
All data captured in these experiences is delivered to Hubspot in real-time. Within Hubspot, we are able to enroll every contact into a specific foster sequence according to what we discovered from them.
Our strategy summarized step by step:
- By utilizing interactive content we increase awareness and engagement with content at the top of the funnel.
- Our content journey leverages a frictionless and progressive data capture strategy that will personalize content and achieve a higher conversion price.
- We are furthermore able to qualify leads plus send them to our sales team at the right moment with the information they need to continue the conversation where marketing remaining off effectively.
Ion + Hubspot integration: the match made in heaven
Getting the right content aligned with your buyer’s journey and connected to your marketing automation plus CRM platform will have a hugely positive impact on your demand generation strategy.
Now let’ s recap and list some of the methods for you to explore an interactive content platform like Ion together with an automation and CUSTOMER RELATIONSHIP MANAGEMENT tool like Hubspot to achieve your marketing goals.
Personalize and optimize your buyer’s journey
Use HubSpot’ ersus data to personalize and optimize your content experience. Serve up dynamic content based on HubSpot data, pre-populate or shorten forms, segment your target audience and build progressive profiling.
Drive lead generation with online experiences
Embed HubSpot types in Ion’ s experiences and leverage Ion’ h rule logic to customize your content. As interactive content material is more engaging, your audience will be more willing to convert and promote their information in exchange designed for genuine value. You can also make use of interactive elements to engage your own audience before a gated section.
Boost your HubSpot getting pages results with interactive content
Create quizzes, calculators and any other interactive articles you want. Embed the content for your HubSpot landing pages to increase engagement and conversions, gathering additional data to generate beneficial insights.
Capture rich declared data to accelerate the particular sales cycle
Generate and qualify leads, enriching product sales dialogue with explicitly known buyers’ needs to accelerate the sales cycle. The data collected through your Ion experiences, such as assessments and calculators, can be sent to HubSpot to enrich your contacts’ database with appropriate information about your audience’ s i9000 preferences, budget and discomfort.
Ion and Hubspot are a match made in heaven. If you want to learn more about interactive content or how you can use it together with your marketing automation plus CRM platform to improve your own demand generation strategy don’ t hesitate to reach out using the form below.
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The article How To Improve Demand Generation With Online Content + Marketing Automation appeared 1st on Rock Content .