How to boost demand generation with interactive content + marketing automation
Posted: Thu Dec 05, 2024 6:26 am
Create an effective revenue-generating engine using the right strategy and marketing stack.
Fernanda Donnini
Mar 8, 22 | 8 min read
hubspot ion integration
Reading time: 7 minutes
As marketers, we face new challenges every day. The market is continually changing and privacy regulations are increasing in a pandemic-disrupted landscape.
But that's not all. It's becoming increasingly difficult to capture the attention of our audience in an increasingly digitalised lifestyle.
Audiences have more media at their disposal and are using it simultaneously, for almost 10 and a half hours a day.
How can you stand out with your brand in an ever-decreasing attention span?
In this article, we'll show you how you can overcome these challenges and create a successful demand generation engine using the right tactics and tools.
I’ll also outline a few ways we use Rock Content ’s interactive content platform , Ion , alongside the popular automation platform Hubspot to increase engagement and accelerate the customer journey.
It starts with content (and not just any content)
You probably already know this, but it’s always good to remember: content is an essential part of your demand generation strategy. “Content is king,” said Bill Gates in 1996 and this statement still holds true today.
While this statement still holds true, the content landscape has changed a lot since 1996. Some content formats will be more successful than others in standing out in the sea of available content.
Interactive content is the type of content somalia email address that will look different from ordinary content in the eyes of the public. It will invite the audience to actively participate rather than passively consume it. This will result in a more engaging experience.
Do you remember the last personality quiz you took online? Or the last ROI or discount calculator you used? Interactive content is nothing new. In fact, top brands have been using this strategy for years.
The New York Times' most popular piece of content of 2013 wasn't an article—it was a dialect quiz . They now have a weekly quiz section, The News Quiz , that runs every Friday and will test readers' knowledge of the week's headlines.
But capturing people’s attention is just the first step. For a business to be successful with content, it will ultimately need to convert this attention into valuable business outcomes.
You might be wondering how you can drive business results with a personality quiz. It’s all about using creativity to create content related to your business that will also be useful to your audience. Bonus points if you manage to keep it fun.
Take this quiz example from Sears' Myth Busters. They created an interactive quiz to help consumers bust common myths about washing machines. This was part of a campaign that was awarded the title of Official Honoree at the 20th Annual Webby Awards!
Quizzes are just one of the interactive content formats out there. Using an interactive content platform, like Ion, will give you access to other formats and quick-start templates to make creating interactive content quick and easy.
Think calculators, assessments, solution finders, infographics, ebooks, product tours, white papers… These are just a few interactive formats you can explore. You can even start with a blank page to create whatever you need.
Having an interactive content platform available to you and your team to create content at scale is a good start. After all, you’ll need a good mix of content formats well distributed across the buyer’s journey to be successful in your demand generation strategy.
The importance of the buyer's journey
The right content format is important, but if your content isn’t well planned and mapped to the customer journey, you’re wasting most of its potential.
Therefore, building a successful demand generation strategy also depends on understanding your buyer persona and their journey.
ADVERTISEMENT
I don't think I've been able to emphasize this enough so maybe I should rewrite this article at this point to say "it all starts with the buyer's journey."
If your content is not mapped and aligned to this experience, it will likely fail or you will have a hard time linking your content to business outcomes.
A great buyer's journey skillfully answers a series of questions, all while building a personal relationship.
Today, this journey is increasingly digital, giving marketing and sales teams a huge opportunity to capture useful first-party data to connect with buyers and customers at scale.
Fernanda Donnini
Mar 8, 22 | 8 min read
hubspot ion integration
Reading time: 7 minutes
As marketers, we face new challenges every day. The market is continually changing and privacy regulations are increasing in a pandemic-disrupted landscape.
But that's not all. It's becoming increasingly difficult to capture the attention of our audience in an increasingly digitalised lifestyle.
Audiences have more media at their disposal and are using it simultaneously, for almost 10 and a half hours a day.
How can you stand out with your brand in an ever-decreasing attention span?
In this article, we'll show you how you can overcome these challenges and create a successful demand generation engine using the right tactics and tools.
I’ll also outline a few ways we use Rock Content ’s interactive content platform , Ion , alongside the popular automation platform Hubspot to increase engagement and accelerate the customer journey.
It starts with content (and not just any content)
You probably already know this, but it’s always good to remember: content is an essential part of your demand generation strategy. “Content is king,” said Bill Gates in 1996 and this statement still holds true today.
While this statement still holds true, the content landscape has changed a lot since 1996. Some content formats will be more successful than others in standing out in the sea of available content.
Interactive content is the type of content somalia email address that will look different from ordinary content in the eyes of the public. It will invite the audience to actively participate rather than passively consume it. This will result in a more engaging experience.
Do you remember the last personality quiz you took online? Or the last ROI or discount calculator you used? Interactive content is nothing new. In fact, top brands have been using this strategy for years.
The New York Times' most popular piece of content of 2013 wasn't an article—it was a dialect quiz . They now have a weekly quiz section, The News Quiz , that runs every Friday and will test readers' knowledge of the week's headlines.
But capturing people’s attention is just the first step. For a business to be successful with content, it will ultimately need to convert this attention into valuable business outcomes.
You might be wondering how you can drive business results with a personality quiz. It’s all about using creativity to create content related to your business that will also be useful to your audience. Bonus points if you manage to keep it fun.
Take this quiz example from Sears' Myth Busters. They created an interactive quiz to help consumers bust common myths about washing machines. This was part of a campaign that was awarded the title of Official Honoree at the 20th Annual Webby Awards!
Quizzes are just one of the interactive content formats out there. Using an interactive content platform, like Ion, will give you access to other formats and quick-start templates to make creating interactive content quick and easy.
Think calculators, assessments, solution finders, infographics, ebooks, product tours, white papers… These are just a few interactive formats you can explore. You can even start with a blank page to create whatever you need.
Having an interactive content platform available to you and your team to create content at scale is a good start. After all, you’ll need a good mix of content formats well distributed across the buyer’s journey to be successful in your demand generation strategy.
The importance of the buyer's journey
The right content format is important, but if your content isn’t well planned and mapped to the customer journey, you’re wasting most of its potential.
Therefore, building a successful demand generation strategy also depends on understanding your buyer persona and their journey.
ADVERTISEMENT
I don't think I've been able to emphasize this enough so maybe I should rewrite this article at this point to say "it all starts with the buyer's journey."
If your content is not mapped and aligned to this experience, it will likely fail or you will have a hard time linking your content to business outcomes.
A great buyer's journey skillfully answers a series of questions, all while building a personal relationship.
Today, this journey is increasingly digital, giving marketing and sales teams a huge opportunity to capture useful first-party data to connect with buyers and customers at scale.