Content format matters: Turtl vs web pages, print, and PDF

Estimated reading time
6 minutes
3rd August 2022
Author: Ellen Montgomery
Posted in: Content Distribution & Promotion, Content Production, Technology, The Turtl Product

As digital experiences boom, professionals without design or coding expertise can feel left behind. Your documents need to take readers on a journey of discovery, while collecting insights and analytics to further develop a business strategy.

Well, with the Turtl content format, it’s easy for anyone – users can even embed videos and interactive charts with a click of a button to capture audience attention.

In 2021, Turtl commissioned Lumen Research to conduct a study. Researchers compared how readers engaged with the same piece of content depending on its format. Formats included a desktop PDF, a Turtl Doc desktop view, and a Turtl Doc mobile view. Research showed that Turtl’s interactive format had a dramatic impact on capturing reader attention compared to PDF.

With 90% more engagement, readers spent an average of 7x more time engaging with the Turtl mobile content format and 10x more time engaging with the Turtl desktop content format (compared to PDF).

Why businesses resist changing the way they distribute their content

Changes to any part of company infrastructure can be difficult to bring about. Stability is often rewarded and any sense of change threatens to disrupt the equilibrium. From contractual agreements and entrenched interests to structural rigidity and company culture, many obstacles make implementing changes a costly, time-consuming process.

content format - woman sitting at open laptop holding cup

When it comes to changing the content creation process, many marketing teams are already comfortable with their CMS, which will already meet security requirements. It is also possible that changes to the compliance and sign-off processes could be time-consuming and expensive. Many marketers also use the web analytics provided by their CMS for page-by-page insight into their content and do not want to change this.

How does content format impact brand perception?

Web-page content is created in a CMS. With a whole range of technologies and tools available, there is a broad scope of what is achievable on such platforms. However, things can quickly turn complicated.

With Turtl, immersive elements such as interactive charts, captivating videos, and impressive images are easy to embed into your content. Without any knowledge of coding or design experience, you can create visually stunning content.

“When people engage with content on websites, they often visit, read one thing, and bounce. Turtl’s format brings content to life and encourages readers to stick around for longer.” – Michael Piggott, former editor at The Marketing Society.

 

Simple to get to grips with and easy to navigate, Turtl’s range of creative functionalities allows you to collect the insights behind your audience. Not only can you see who is opening what, but you are also able to see how long your readers are spending on each section. This helps identify sustainable areas of your content for development. In addition, you can see which elements of the content format work best for your audience and target your content specifically to your audience’s interests.

Data-backed format research

Lumen’s research shows how readers engage with content and take in information. Results show that the Turtl content format holds reader attention for longer, maintaining levels of engagement, even on mobile devices. Readers also have a more positive outlook on your brand.

The study found that 67% more people considered the Turtl format to be more scientific. In addition to this, the study found that participants were 367% more likely to view a brand as friendly after reading their content in Turtl.

Every piece of content that is shared in PDF misses between 88% and 90% of audience engagement. Lumen also conducted research into the impact of Turtl on memory and key information recall. That study found that people are more likely to remember information when they are engaged with the content.

🤜 Turtl vs print vs PDF vs web pages 🤛

We are all trying to use less paper. While the content of bulky brochures may be valuable, they often take too much time and effort to read, and get thrown straight in the bin.

content format: woman holding open brochure with lots of text on every page

Meanwhile, endless scrolling on a web page doesn’t allow readers to get the information they need practically. Since much of the content online is not from a trustworthy source, time is wasted, searching for keywords, headings, and reliable sourcing. 

Then, there is the humbly outdated PDF – which has not changed since it was introduced in the mid-1990s. But the way we work has

It is time to reevaluate a print-led strategy and start targeting a global audience by embracing a digital format rooted in psychology and optimized for digital devices. 

Simplifying complex workflows

Creating a printed publication often involves a design team, not to mention costly printing and binding charges, all of which can be time-consuming and difficult to coordinate.

Like we have mentioned already, with Turtl you do not need coding knowledge or design experience. You can create editorial publications in a stimulating, page-turning format confident in the knowledge you will stay on brand. All of this, without needing to wait for interdepartmental sign-offs or for other departments to finish ‘doing their part’.

Moving beyond difficult distribution

As the world moves towards more remote working, in-person events just aren’t as popular as they once were. What are you going to do – mail out by carrier pigeon a brochure for all in attendance? It sounds illogical but with printed brochures that is what you would need to do. Yet with PDF attachments, they are often misplaced in cluttered inboxes.

content format - one hand passing a paper brochure to another open hand

Turtl’s digital distribution integrations make the task a breeze, especially if you want to make things personal. Your content is easy to share and accessible with one link. You can also amend permissions with a few simple clicks, restricting access controls where required. Turtl opens your message to audiences around the world, elevating readership and team capacity.

Finding the invisible analytics

The performance of printed or PDF saved content is immeasurable and it is impossible to change any typos en masse. While you may be able to see who has opened the email containing the PDF, we all know email open rates do not count as noteworthy engagement. Different CMS tools allow you to see how many readers you may have on a single web page, but it is difficult to see where on the page they are spending the most time.

With Turtl, you take the guesswork out of your content performance. Granular analytics reveal exactly which sections of your content are most popular (and which aren’t). You also learn how long people are spending on each section of your content. This can help nurture existing relationships as well as provide the opportunity to send personalized content to potential customers/leads. 

woman in glasses sitting at laptop holding phone, surrounding by paint brushes and pots

Linking it all up

With 50% more engagement in Turtl than on typical web pages, and paperless distribution meaning you kill fewer trees, it is time to turn to a digital reading experience rooted in psychology.

Turtl’s visual ‘Surf’ pages provide all the essential information you need to skim read a document. Meanwhile, ‘Immerse’ pages provide a more in-depth look at topics, featuring interactive elements, such as videos and polls, to help keep minds active and audiences engaged. Turtl will:

  • Provide insights into how your content is being read (and for how long)
  • Enable entire teams to create stunning digital documents, proven to increase reader engagement
  • Help you create visually compelling, smarter marketing materials

Give your readers control over how they explore, without lengthy scrolling and endless searching. For a deeper dive into what you can do with Turtl, from helping events and people teams to sales and marketing, check out our useful guide below 👇

Turtl