Interested to see the impact that interactive content could have on Telenet's ability to measure engagement and better understand their audience, the company decided to elevate their content strategy. In the beginning of 2021, Telenet launched a POC with Turtl, an enterprise content automation platform. The two goals of this POC were to:
Deepen understanding of how buyers engaged with Telent's content
Since the POC launch, the team has captured unprecedented audience insights through Turtl Analytics:
An average read time of over 4 minutes per document
Over 2000 identified readers
More than 500 engagements with interactive features
The Results: Proof of value // Why Turtl?
Telenet is the largest telecom provider in Belgium. Their solutions support every organization with digital challenges, from small entrepreneurs to big enterprises.
Turtl is a psychology-led content automation platform that helps enterprises strengthen business relationships through unique, interactive and engaging content formats.
One of the key priorities of the POC was to drive deeper and longer content engagement across a wide audience, as well as to gain more visibility into Telenet's readership (demographics, content preferences, online behaviour).
With Turtl, Telenet was not only able to offer a new, more visual, and more interactive content format (e.g., incorporating videos, polls, share-able quotes, etc. within a single document) to their readers, but they were also able to improve their audience analytics.
As Turtl also uses engagement tracking features (e.g., clicks, opens, average read times, etc.) that can be integrated with other systems, Telenet was able to uncover audience insights that were previously hidden.
While readers engage with Telenet’s Turtl docs, data is gathered into Turtl’s analytics dashboard in real-time, capturing each of their specific journeys.
This has ultimately provided the Telenet team with a wide range of actionable insights, such as knowing which sections perform better than others, the differences in consumption when reading on a phone versus on a laptop, which countries are audiences coming from, and more.
In kickstarting Telenet’s elevated content strategy in the beginning of 2021, it was key that content could be created as quickly and as efficiently as possible.
More specifically, the goal was to produce multiple eBooks over a period of just a few weeks.
With Turtl, while content creators and editors have a great degree of flexibility within the platform there are also pre-coded themes that are generated in the back-end to ensure that all docs are consistently and correctly branded, at all times.
Branded modules are easy to edit and rearrange with a simple drag-and-drop functionality, all without compromising the level of quality of overall production.
As a way to improve Telenet's targeting and content strategy, they aimed to significantly deepen their understanding of prospects and customers in terms of both demographic and behavioural data.
Turtl offered an interactive way of gathering more information about readers, such as through polls and trackable actions (e.g., clicks, read times, etc.). This has allowed the team to design digital experiences that get readers more engaged for longer periods of time. In turn, the company is better able to capture valuable insights about what their audiences are interested in (or not), which can be used for both strategic and segmentation purposes.
Not only has Turtl improved the overall experience for Telenet's buyer, but it has also upheld the Telenet mission:
