It’s no secret that in the fast-paced world of B2B tech, top-of-funnel content is crucial. It acts as a powerful magnet, attracting potential customers by addressing market needs and positioning your brand. But how can an organization stand out from the sea of sameness?
To supercharge your top-of-funnel strategy, we’re sharing three exciting digital B2B content formats that can revolutionize your content strategy. These are more than just tools; they are the accelerators that will propel your brand forward. Each one offers a unique opportunity to captivate your audience and set the stage for conversion.
From gamified experiences and videocasts that excite and engage audiences to interactive infographics that simplify complex information, these content formats will help you stand out from the competition and establish your brand as a trusted industry authority. Before you dive into the creation of these three creative top-of-funnel asset types, ensure you have the basics down as outlined in our blog, Build a Better B2B Marketing Strategy with Effective Top-of-Funnel Content
1. Get in the Game with Gamification
Gamification is an increasingly popular way to amplify top-of-funnel results. Gamified experiences are highly interactive and immersive, captivating customers and compelling them to actively engage with your brand. By infusing a sense of fun and healthy competition, gamification entices prospects to spend more time exploring your offerings, resulting in increased recall and more meaningful consideration. Whether you’re launching a new product or brand, promoting a specific campaign, or amplifying a large-scale initiative, gamification serves as a proven and effective top of funnel strategy to grab attention and drive customer involvement.
Our clients have experienced the impressive power of this approach, as demonstrated in our Dell Escape Room Coffee Break Out project. We had the privilege of implementing a gamified experience for Dell Technologies, witnessing impressive benefits firsthand. Through a collaborative effort, we introduced a virtual “Escape Room” video experience that increased partner engagement. The game reignited excitement and curiosity surrounding Dell, Intel, and Microsoft products, captivating over 500 partner sales representatives. This success served as a testament to the impactful combination of gamification and collaboration, further reinforcing Dell’s dedication to delivering exceptional experiences and driving marketing success.
Gamification can take a truly fun turn when you leverage quizzes to let your audience quickly and easily test their skills. With quizzes, you can take your audience through a series of pointed questions to give them valuable information to drive engagement with your brand. Quizzes can:
- Inspire healthy competition
- Assess audience knowledge
- Provide a new educational opportunity
- Uncover opportunities for high-value sales follow-up
Incorporating quizzes as a B2B content format into your top-of-funnel strategy can add an exciting and educational dimension to your brand experience. By inspiring healthy competition, assessing audience knowledge, and providing valuable insights, quizzes are a powerful tool to drive engagement and uncover high-value sales opportunities.
2. Leverage the Power of Connection with a Videocast Series
If thought leadership positioning is important to you, creating a videocast series is a great way to enhance your top-of-funnel strategy in an era of growing popularity for video content. Interview knowledgeable guests, moderate intelligent debates, and deliver insightful episodes with eye-catching visuals. A well-made videocast series positions your company as a thought leader and keeps your audience looking forward to each new installment.
Our client, ServiceNow, experienced the benefits of utilizing this B2B content format as part of their top-of-funnel strategy hands-on. Their team identified a crucial need to engage sales teams within their partnerships. Internal sales teams lacked awareness about alliances, partnerships, and offerings, hindering their ability to effectively communicate. To address this, we proposed an impactful solution: the creation of a videocast series called “Coffee with Carrie.” These brief videos—equivalent to the time it takes to enjoy a cup of coffee—would feature collaborative discussions between ServiceNow and representatives from partner companies, providing valuable insights into each partnership.
By adopting this approach, ServiceNow’s internal sales teams were able to quickly grasp the foundation and offerings of each partnership, enabling them to tailor their sales strategies and emphasize the value they bring to each partner. Simultaneously, partner sales teams gained a comprehensive understanding of ServiceNow’s offerings, empowering them to leverage different aspects of the alliance.
Along with the knowledge value for the sales teams, we also created and implemented a “Coffee with Carrie” theme for each of the discussions. This branding aimed to captivate sales reps by enticing them to relax and enjoy a cup of coffee while immersing themselves in valuable information about partnership opportunities
As exemplified by ServiceNow, the successful integration of thought leadership and videocast series is a proven transformative strategy. By creating engaging discussions and delivering valuable insights through a captivating videocast series, you too can create meaningful relationships with partners or customers and cultivate a culture of continuous learning.
3. Bring Content to Life With Interactive Infographics
Infographics have emerged as a highly popularized content type due to their unique ability to convey complex information in a visually appealing and easily digestible format. With their blend of compelling visuals, concise text, and data-driven storytelling, infographics capture attention and engage audiences effectively. When transformed into dynamic and interactive digital B2B content formats, however, infographics have the potential to elevate your top-tier content to new heights.
By allowing your audience to actively consume and engage with your infographic content on a live webpage, they are empowered to delve into the captivating facts and data points through a personalized lens. This not only renders the visitor journey more fascinating but, because of the analytics capabilities on the backend, also allows you to gain invaluable insights into the aspects of your content that captivate them the most. They can include features such as animation to drive engagement, analytics with heat mapping, inline video, downloadable assets, and form captures.
We’ve had the privilege of conceptualizing many interactive infographics throughout the years. A recent project was with our clients, NVIDIA and Domino Data Labs, in which we helped them create awareness among data science leaders about their joint offering, Nexus. Domino Nexus helps organizations empower their data science teams with a centralized, single-pane-of-glass solution for data management. They were looking for a forward-looking marketing vehicle that is visual and dynamic enough to convey the benefits of this hybrid, multi-cloud approach as a future direction of data science.
We worked with them to create a themed, storytelling asset with branded visuals and advanced interaction. The rich format offered an immersive, engaging experience designed to provide a better experience, analytics, and a compelling call to action to drive traffic to a Nexus landing page on the Domino website. The asset included a creative branded theme and messaging, UX design, web development and hosting on a unique URL, heat map and web page analytics reporting, and UTM code for CTA click-through tracking.
By crafting a visually captivating and immersive experience, complete with advanced interactions and compelling calls to action, we successfully delivered a marketing vehicle that drove traffic and engagement, providing an analytics-driven solution for data science leaders.
Take Your Top-of-Funnel Strategy to New Heights with Engaging B2B Content Formats
The integration of engaging B2B content formats such as gamification, videocast series, and interactive infographics into your top-of-funnel strategy can help unleash a world of possibilities and propel your brand to new heights of engagement and influence.
By infusing your marketing efforts with the thrill and interactivity of gamified experiences, you captivate your audience, fostering healthy competition and revealing untapped sales opportunities. Embracing the power of thought leadership through captivating videocast series positions your company at the forefront of industry conversations, fueling connections and inspiring innovation. And when you harness the dynamic potential of interactive infographics, you transform complex information into captivating visual journeys that resonate with your audience and generate invaluable insights.
Each of these digital content vehicles has the power to help your brand break free from the sea of sameness, captivate your audience, and propel your business toward unparalleled success in the fast-paced realm of B2B tech. Get ready to redefine what’s possible and revolutionize your top-of-funnel strategy with these exciting accelerators of growth and influence.