This article has been split into five key steps: create, publish, personalize, analyze, and optimize.
Each step delivers additional benefits and value, but how far you go and which steps you focus on will depend on your objectives and internal processes. Consider this a starting point to get inspired and see what’s possible!
Who is this article for: Are you responsible for the content that feeds your demand generation strategy to drive more pipeline? This article is for you.
Demand gen without Turtl
Demand gen with Turtl
Create
1. Plan and develop content
Create content in Turtl to support your demand-generation initiatives with interactive top-of-funnel content. This might be a thought leadership piece, educational guide, or ebook.
No matter what you create, your colors, logos, fonts, and styles are locked within your Brand Theme on Turtl. You can be certain every piece of content looks and feels consistent, regardless of who created it.
You can accelerate your creative process by leveraging our PDF Importer or choosing a ready-made template. Bringing content to life with interactive elements is a great (and proven!) way to engage your readers for longer. Drag and drop live charts, videos, audio and real-time polls to encourage reader participation and gather intel in the process.
To ensure your Doc is optimized for engagement, you can use the content score tool to get pointers before publishing.
Value delivered: Replace dry, static content with interactive content
2. Place lead capture forms on key pages
Even if the primary purpose of your demand gen strategy isn’t lead generation, you have the option to place lead capture forms directly in your Turtl content.
Forms can be optional ("soft") or compulsory ("hard") and can be used at the beginning, middle, or on the back page of your Doc. How you gate your content will depend on your goals, audience, and marketing channels.
You can use Turtl’s out-of-the-box lead capture forms or embed third-party forms from CRM/MAP providers, such as Hubspot and Marketo. Any leads captured on third-party forms embedded in a Turtl Doc will appear directly in your form provider’s platform. With an integration, we can show lead information (name and email) in Turtl’s analytics dashboards to support reader-level engagement analysis (more on this later on).
Value delivered: Optimize lead capture potential
Publish
Distribute your Turtl content
Once you’ve created your content, it’s time to publish and share it to start gathering performance data. Turtl automatically generates ready-made sharing assets for email, social media, and website channels to make things easy.
Keeping your demand-gen content up-to-date is simple. You can make edits at any time to your Turtl Doc. When you’re ready to re-publish, any amendments appear instantly on the same URL; no republishing and no redistribution efforts necessary.
If you’re sharing content across multiple channels, we recommend using UTM tags so you can keep track of where traffic is coming from within your Analytics dashboards. This way, you can be confident in the best channels to focus your efforts.
Value delivered:
Leverage optimized sharing assets for each channel
"Instant updates" through re-publishing mean an end to out-of-date content
Personalize
Note: This feature is available if you have purchased the Personalization module and are on a Professional or Unlimited plan.
1. Allow anonymous readers to personalize their reading experience
An optional step to boost engagement and increase relevance is to set up your Doc for "Reader Form" personalization. This allows anonymous readers who land on your Doc to self-personalize content based on their preferences.
If you were sharing a guide for example, a prospect could select the topics or challenges they’re most interested in. After submitting the form, they’re presented only with the information they’re interested in. The benefit for you? You’ll have detailed insight into their preferences to tailor follow-up and outreach.
Value delivered: Improve the relevance of content to deliver up to 85% more engagement
2. Capture leads on personalized content
To streamline lead capture when using personalized content, we can place a ‘hidden’ lead capture form behind the personalization form so that a lead is captured at the point the Doc is personalized. Alternatively, you can surface a lead capture form later on in the Doc to capture their details.
To learn more about hidden lead capture forms and which providers support this, speak to our support team.
Value delivered: Capture leads in the process of personalization
Analyze
1. See overall content performance at a glance
You can start analyzing content performance as soon as you get your first Read (this declares your Doc "Active"). Use the Doc Dashboard to dig into the performance of a specific piece of content.
Review the bounce rate, sources, unique readers, and page performance as a starting point. Use this information to make tweaks and improvements to your Doc, and to inform best practice for future pieces. Each time you republish we’ll timestamp the analytics so you can compare performance before and after tweaks.
Value delivered:
Know how content is performing beyond clicks and opens
Make changes to content and re-publish instantly on the same URL
2. Use Turtl data to inform retargeting efforts for known readers
Even if you’re not capturing individual reader’s details as part of your demand generation campaigns, you can use certain website analytics tools, such as Leadfeeder or Lead Forensics, to identify the companies that are reading your content.
For example, you could add Leadfeeder’s tracking script to specific Turtl Doc/s and then review which companies had viewed that Doc, without requiring any completion of a form. The company name is often identified using an IP address, but this will differ from tool to tool.
With this information, you can retarget these companies in other marketing campaigns you might be running outside of Turtl.
Value delivered: Understand the intent of specific companies for use in follow-up campaigns
Optimize
1. Compare performance vs benchmarks
Once you’ve gathered enough data on your content, consider how it compares to benchmarks.
Note: Benchmark dashboard is available on Professional and Unlimited plans.
You might have internal benchmarks for things like bounce rate you want to compare against or you can use Turtl’s Benchmark Dashboard to understand how a Doc is performing against the rest of your Docs, your industry, or globally (meaning all Turtl Docs created). Try to pick out three areas for improvement from the benchmark data and either update your existing content or take these recommendations forward for future pieces.
Value delivered: Understand how you compare to the wider Turtl community
2. Use performance trends and patterns to optimize content and channels
Once you’ve built up a bank of demand generation content, you can review performance trends and patterns at a higher level using our Engagement Radar (currently in pilot). The Engagement Radar analyzes all your content and makes recommendations on what’s working best to drive engagement, including content topics, word count, design decisions, and distribution channels.
You can make the information within the Engagement Radar more useful by adding Labels to your content. This allows you to slice and dice performance trends and patterns in different ways e.g. by campaign name or content type.
Tip: Speak to our support team or your CSM to get involved in the Engagement Radar pilot.
Value delivered: Create the right content that’s optimized for demand generation, based on data
3. Correlate hand raises with prior reading activity
If a reader becomes "known" in Turtl later down the line, we’ll attribute their prior reading activity to their Known Reader analytics dashboard in Turtl. This allows you to see how your demand generation content influenced the contact’s conversion over time and gives you an understanding of which assets are the most valuable and need rigorous maintenance.
Value delivered: Understand how demand generation content has played a role in the pipeline
Where next
For more information on demand generation and examples of how our customers are seeing success, head over to our website.
