Making The Brands Click with Interactive Content
Hello friends, the 2nd part of Content Matters series speaks about Interactive Content.People in search of information navigate across several websites daily but give their full attention to only a few sites. The reason for such a short attention span is pretty simple. On such sites, there is something that compels them to pay attention and that something is what we call interactive content.
An interactive piece of content has essential elements that are vital for businesses. These critical components can:
- Attract an audience
- Increase engagement
- Boost site traffic
- Improve conversion rate
A survey conducted by Demand Metric has shown that interactive content marketing helps businesses to get distinction in the market — especially among immediate competitors. Interactive content lays a firm foundation for generating and converting leads. Further, it makes your marketing plan livelier and engaging, so it yields magical outcomes for your business.
Why interactive content is the future of digital marketing
Here are some main reasons:
- Attract and persuade buyers
Interactive content can arrest the attention of online audiences. A study by Demand Metric has unveiled that interactive content is highly effective in educating online buyers. Usually, it contains the most relevant and actionable information that encourages and compels users to buy products immediately. Call-to-action buttons with a piece of interactive content persuade users to make quick decisions that are beneficial to your business.
“Interactive content is a game-changer for marketers, thanks to its ability to captivate and engage users in the funnel, making them more likely to be converted.”
MorSidi, Director of Growth, Playbuzz
- Help boost business revenues
A study conducted by Aberdeen shows that companies have increased their conversion rates by more than five times by focusing on content marketing. Thus, you can say that interactive content influences the minds of buyers.
- Encourage more engagement and sharing
Interactive content plays a vital role in maintaining the attention of online audiences when they come across your content in search of information. For holding the attention of your followers, you have to change your web content over a course of time to (or “intending to”) feed them with the latest information.
Plus, interactive content ensures more reader engagement, which further leads to sharing of your content — especially on social platforms.
(Source: Marketing Land)
- Boost brand exposure and credibility
Using interactive content, you can engage audiences to enhance your brand awareness. Once people start noticing your business, you will have a better chance of earning credibility.
A case study of Mediavisioninteractive.com tells that they registered a tremendous jump of 300% in their leads because of improved brand exposure that they achieved through an interactive content marketing campaign.
(Source: Media Vision Interactive)
Examples of Interactive Content
Here are some excellent examples of interactive content:
- Info-graphics — One of the most trending styles to deliver information as it offers great engagement.
- Podcasts — An effective way to deliver content through audio.
- Videos — Help companies connect with online audiences in an interactive way.
- Webinars — Offer great interaction in the form of meeting, discussion, presentation and questions.
- Calculators — Another way to deliver content where you allow people to control parameters.
You could target users at three different points in time:
- Before the campaign: Studying the target audience and mapping relevant publication sites based on existing data.
- During the campaign: Building targeted social campaigns based on user behavior, and optimizing in real time.
- After the campaign: Gathering insights based on readers’ responses to the content itself, and using this data in a personalized follow-up campaign and/or retargeting efforts.
Creating Interactive Content
- Make it scale
Create a scalable model for native advertising. Instead of working tirelessly to craft a brilliant branded article to give to a single publication exclusively, brands are able to implement interactive segments within different content items and enjoy increased engagement for a lower cost.
(Source: Marketing Land)
- Deliver your message
A successful branded content campaign is able to achieve one of marketers’ most important — and challenging — goals: deliver a clear and compelling message to the target audience — whether through the imagery, the level of time readers is asked to commit, or a great CTA.
With attention spans at an all-time low, marketers must get creative in order to win their audience’s heart.
In addition to providing a visually appealing, unique experience for readers, interactive storytelling tools give their audience an active role — whether it’s by voting via a poll, taking a personality quiz to gather personal insights or clicking to flip through a slideshow.
(Source: Marketing Land)
The transition from passive consumption to an active, dynamic interaction with content results in increased time spent, commitment, and eventually a personal connection and loyalty to the brand itself.
Think of interactive content as one component of your overall marketing programs and strategy, not as a brand new strategy. Wherever and however you use traditional content today, you could layer in interactivity.
(References: snapapp.com, marketingland.com, jeffbullas.com)