Chapter 3

How to go omnichannel with engaging content experiences

According to a study from the Harvard Business Review, 73% of consumers make buying decisions through several channels.

That being said, an omnichannel strategy where customers can switch from one channel to another with total transparency is critical to a successful lead generation process.

Your audience now buys based on experiences. In fact, experience matters more than it ever has before. Content experiences should be your new weapon of choice, it’s the frontline for your company to influence the minds of prospects.

Content experience:

The experience prospects and customers have when they access, consume, share and interact with your content.

- Foleon

Transform business communication into interactive content experiences that are highly engaging, fully intelligent, and easy to govern.

Here are 7 reasons why modern content experiences deliver a better ROI


A necessity for the mobile age

We live in a mobile-first world where fifty-four percent of internet traffic is now on mobile. Responsiveness is no longer an option but a necessity. According to the Global Web Index, the typical digital consumer owns an average of 3.23 devices. Being responsive is the only way to maximize your success and content marketing effectiveness.

Plan for the 65% by being visual and digestable

As much as we hate to admit it, the majority of people that download our content are going to first investigate if it’s actually worth their time. These are the browsers and skimmers, aka B.S. leads, unless you quickly give them a reason to stick around and meaningfully engage.



An interactive experience is designed for maximum impact

Passive content gives its place to compelling stories that allow your audience to participate in and engage in real-time. According to LinkedIn, interactive content generates 4-5x more page views than static content. Unlike static PDFs or print materials, interactive content lets you embed vibrant visuals, media, and animations that breathe life into your collateral. With this in mind, your interactive content also generates twice as many conversions as passive content.

Remove friction with easy one-click access

Nowadays, your audience wants to be able to access information whenever they want, with a minimum level of effort. Instead of switching from landing pages to inboxes, to downloadable links, PDFs, and so on, add your lead forms within your white papers and use social login for one-click access.



Establish trust by providing value upfront before the gate

When you gate your white papers, your readers are essentially “paying” with their contact information and thus will be expecting something good. You don’t want readers to give up their contact info and then leave them with a negative experience. In order to establish trust, it’s, therefore, necessary to already provide valuable content before the gate.

Bespoke content keeps it relevant

Valuable tailored content is key to securing your prospects' interest and helping them kick start their journey down your marketing funnel. Pull in data from your CRM or your lead form to tailor your white papers and offer every reader a unique experience.



Highly shareable

Content like eBooks and white papers that live on the web is designed to be shared and should include built-in sharing tools. The future of distribution lies in multi-channel publishing. Think mobile, tablet, desktop, and social — all at the click of a button.

In the next chapter, we’ll dive into smart lead generation.

What is smart lead generation, and how will this help you increase your lead volume and lead quality?