This article has been split into five key steps: create, personalize, publish, analyze, and optimize.
Each step represents how your content can evolve with Turtl, delivering additional benefits and value. 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: If you’re responsible for strategizing or creating content to support business processes, this article is for you.
Content without Turtl
Content with Turtl
Create
1. Plan and develop content
The first step is to create content in Turtl that supports your content strategy and primary objectives. Whether it’s a whitepaper, newsletter, product guide, or sales proposal, you can create something for every stage of the buyer journey.
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
Rather than asking readers to fill in a form on your website, place lead capture forms directly in your Turtl content. With flexible options, you can choose whether to use an optional ("soft") or compulsory ("hard") gate and where this will appear in your content; at the beginning, mid-way through, or on the back page. How you gate your content will depend on your goals, audience, marketing channels, and even the value of your content.
For example, choosing to include a form halfway through your Turtl Doc creates a value exchange. Your readers have had a taste of what the content is about and, just before the juiciest sections, are asked to complete a form. If your content is of real interest to the reader, this increases your chances of conversion.
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 in third-party forms embedded on a Turtl Doc will appear directly in your form provider’s platform. With an integration, a lead's information can be resolved in Turtl’s analytics dashboards to support reader-level engagement analysis (more on this later on).
Value delivered: Optimize lead capture potential
Personalize
Note: This feature is available if you have purchased the Personalization module and are on a Professional or Unlimited plan.
Personalized content is proven to improve engagement. Rather than manually personalizing content, use Turtl’s Personalization Engine to speed up and scale the process.
Turtl’s Personalization Engine uses personalization tokens and page rules to define the elements that will be personalized in your Doc. Add an account name or company logo to the cover page of your Doc to grab attention, or flex chapters and pages to be relevant to industry focuses and pain points.
1. Pre-personalize content for known accounts or contacts
Once you’ve set up your Doc for personalization (we call this the Master Doc), you can personalize Docs on the fly using your chosen data source. You can empower your team to create personalizations on the fly (works well for pitch decks, proposals, and QBRs) or use our File Upload method to create a batch of personalized content in minutes (perfect for scaling ABM activities and marketing campaigns).
2. Allow anonymous readers to personalize their reading experience
Sometimes, we don’t know who our readers are. An optional step to boost engagement and increase relevance is to set up your Doc for ‘Reader Form’ personalization. This method of personalization allows those anonymous readers who land on your Doc to self-personalize content based on their preferences.
For example, if you were sharing a product guide a reader could select their current challenges, budget, and location. After submitting the form, they’re presented only with products that solve their challenges and are within budget, and with the contact details of the most relevant salesperson.
Value delivered: Improve relevance of content to deliver up to 85% more engagement
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. (The flippy GIF is a fan-favorite!)
You can make edits at any time to your Turtl Doc. When you’re ready to re-publish, your amendments appear instantly on the same URL; no republishing and no redistribution efforts are necessary.
Every Turtl Doc has access controls so you can decide who sees your content. If you want your content to reach far and wide, you'll need to make sure your Doc is set to "public on the web".
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
Analyze
Note: Custom Behavioral Events are available on Professional and Unlimited plans.
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.
You can review the bounce rate, sources, page performance, interactions, and more as a starting point. Use this information to make tweaks and improvements to your Doc. 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. See how individual readers or accounts are engaging with content
If you’ve captured Known Readers on your content (via a native lead capture form, third-party lead capture form, or other method), you can see detailed engagement data for those specific readers. These insights provide a strong indication of intent and interest and can be used to inform your follow-up approach.
If you’ve used a third-party lead capture form, reader information (name and email) will be anonymized until you set up a CRM integration (learn more in the articles below).
Value delivered: Identify high-intent readers ripe for follow-up
3. Pass reader engagement data to other systems
You can pass reader engagement data from Turtl into other platforms such as a CRM or analytics platform so it’s centralized in one place. For example, within a CRM, you might want to enrich a contact’s profile with detailed information about their Turtl Doc engagement to build a better picture of intent.
You can manually export performance data from Turtl at any time or you can automatically sync data to certain platforms such as Hubspot, Marketo, and Google. For some platforms, we can enhance the data that’s sent to include ‘custom behavioral events’ specific to Turtl. For example, when a reader responds to a poll or reads for a certain period of time.
Value delivered: Organize and scale performance data to streamline operations
Optimize
1. Compare performance vs benchmarks
Once you’ve gathered enough data on your content, it’s time to consider how it compares to benchmarks.
Note: Benchmark Dashboard available on Professional and Unlimited plans.
You might have internal benchmarks for key metrics like bounce rate or conversion rate 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). Consider picking 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 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.
Speak to our support team or your CSM to get involved in the Engagement Radar pilot.
Value delivered: Revise current and future content to deliver better ROI
Where next
For more information on how our customers are seeing success with Turtl, take a look at our selection of case studies.
