It's undeniable that the demand for personalization is increasing. Our prospects and customers want solutions and information tailored to them, "one size fits all" is no longer acceptable.
It's for that reason that we see a swing from generic whitepapers and guides to personalized and interactive content marketing. Interactive content comes in a range of formats such as ROI calculators, quizzes, polls, interactive infographics, assessments and graders. Interactive content is not only an excellent tool for serving your clients' demand for a personalized experience, but it can also have a significant impact on your SEO and lead generation. With that being said, here are three key metrics that will skyrocket with interactive content:
1. Time on Site / Average Session Duration
Average Session Duration is an important metric to measure and work to improve. It is how long a user spends on your website before moving on. Interactive content helps to keep people on your site longer because the experience is customized. A PDF whitepaper can be downloaded and read offline, but the interactive content lives on your site, and the user has to stay there to consume it.
A "bounce" is when someone visits your website and leaves without looking at any other pages. Bounce rate can sometimes be misleading, for instance, if I landed on your "Contact Us" page, got your phone number and called you, that wouldn't be a bad thing, right? Right. However, it is still a metric that search engines consider in your ranking factors, so it's something we need to address. The more pages a user visits, the better your bounce rate becomes. Online quizzes or interactive infographics can a great way to automatically redirect visitors to a new page to get their results after they've completed it. From there, you can customize the results page with calls to action specific to their outcomes, enticing them further down the rabbit hole. You can see this in our "Should I Gate My Content" tool. Depending on the outcome you reach we have a different call to action displayed.
Due to the personalized nature of the content visitors are much more willing to exchange their contact details for customized results. This leads to higher conversion rates, more leads, and ultimately more sales for you. Most forms of interactive content can be set up to collect leads at the beginning or end of the process, allowing you to demonstrate the value of your content before they commit. One example that I love is HubSpot's new buyer persona tool. Their buyer persona tool walks you through the, often aggravating, process of building a buyer persona in a clear and accessible way. In the end, you are presented with your completed buyer persona, like the one below. You can instantly see what's been created specifically for you and your company so you can gauge the value of the content. It's not until you want to save or download a copy does HubSpot ask you for your contact details.
The Wrap Up
As it should, The demand for personalized content is going to continue to rise. Companies who embrace interactive content marketing are going to see their sites perform better on search engines like Google leading to an increase and leads and ultimately revenue.