Attention spans are limited; there isn’t enough time in the day and buyers are only going to engage with you if they feel like they’ll get some value. So what’s a B2B marketer to do? Thankfully, tech advancements are enabling content creators to incorporate innovative, engaging interactive elements into their offerings to stay top-of-mind with their target audience and communicate their value proposition more effectively.
Paycor took this knowledge as an opportunity to boost engagement throughout the entire sales funnel by incorporating interactive elements into their content strategy — and they saw a considerable 40x return on their efforts. During the latest episode of the Killer Content Showcase Series, Alex Schutte, Principal Digital Marketing Strategist at Paycor, shared a step-by-step process of how he and his team incorporated interactive content into their go-to-market strategy.
Schutte also shared learnings from his experience to maximize the overall value of interactive content and tips to leveraging interactive elements in new ways.
- Crawl Before You Walk
Before taking on this initiative, Paycor already had a few interactive assets on the company website: a time-savings calculator and another calculator to help HR reps calculate how overtime regulations would affect their employees. “We had a few initial problems: they were expensive to create and we weren’t pushing information back to our sales reps via Marketo and Salesforce to personalize follow-up,” said Schutte. “So, we first found a solution to these problems — by implementing SnapApp — and focused solely on those two initial assets at the start. Once we had early success, we began integrating interactivity into our full content strategy. From there, we were able to identify the holes in our funnel strategy. Over the last [18 months], we’ve built nearly 30 interactive content pieces that address buyer needs at all the stages of the funnel. Now, nearly a quarter of our digital marketing revenue is brought in from these content elements because we can incorporate them throughout the funnel.”
- Focus On Buyer Needs
“We look at interactive not as a ‘hey, what types of interactive pieces should we create,’ but instead, focus on the buyer’s need and ask whether it makes sense for interactive to play a role. When we have key strategies in place, we think of the persona, where they are in the funnel and then see what topics resonate with that buyer at that point in time before considering if there’s a possibility to incorporate interactive elements.”
- Make The Carrot Juicy
“Traditionally, marketers will tell their audience why they should buy their product or services. But really showing them can be more impactful when they can put their own information into a calculator, for example, to make it granular for them. Interactive content can be pretty and engaging, but if the value isn’t there in the end — if the carrot isn’t juicy enough for them — your buyer isn’t going to engage with the piece.”
- Integrate Into All Your Campaigns
“Don’t think of it as a one-time email send. Yes, that channel can perform well, but it’s important to make your interactive content evergreen. For example, one of our top-three CTAs on our website is to check out a piece of our interactive content. This is a living, breathing, ongoing piece of content that’s continuously driving inbound leads. But it’s important not to force it. For example, we created a few videos based on different personas, but we had to make viewers go through a few hoops to get to it. We probably would have seen better engagement if we made it easier for viewers to get to the videos. Other than that, we’re now seeing what’s working and what’s not and have seen 40x return from our interactive content initiatives.”
- Maximize Your Investment
When creating interactive content, you want to scale it so you maximize the overall return from that investment, according to Schutte. “One of the best ways to do this is by incorporating interactivity into other content formats. Let’s take a blog post, for example. How can you incorporate an interactive quiz within that blog post. Other things we’re doing with Uberflip is incorporating interactive elements within our static content, such as white papers and E-books. This helps give our content and message an added push.”