Has your content marketing strategy stopped delivering results recently? There is a good chance you have started creating more content to arrest the decline in qualified leads, but unfortunately, it still fails to impress your audience.
If you haven’t kept track of the paradigm shift in the market, we must warn you that the days of traditional content marketing strategies are numbered. Your users are bored with one-dimensional content, and if you pursue this strategy, they are likely to turn away from you.
So what can save your content marketing strategy and re-energize it? The answer is Interactive Content.
1. What is Interactive Content?
Interactive Content is a groundbreaking new model of content marketing. As the name suggests, it is a format that enables more interaction between content and users.
The same piece of content can be used to target different user groups based on their tastes and preferences, while still satisfying them all. You may already have encountered quizzes that present content based on users' preferences and activities. What sets it apart is its interactivity; the visual elements are a plus.
2. Popular Forms of Interactive Content
Interactive Content comes in various forms, and you may have tried some of them casually in the past. Here, let us take a look at some of the most popular types of interactive content –
i. Quizzes
The Internet is flooded with quizzes, and there is a good reason for this. It allows business owners to engage users more actively than with a long, well-researched post. You present a question with multiple answers. Depending on whether the user chooses the correct answer, you can reward them with gifts or other freebies.
ii. Polls & Surveys
Running regular polls on your website or social media channels helps attract user attention. Show them the breakdown of the results, and they will know where they stand relative to the majority opinion.
On a similar note, surveys have long been used by businesses better to understand customer needs, aspirations, and satisfaction levels. They provide valuable data for product improvement.
3. Incentives for using Interactive Content in Your Campaign
i. Increase User Engagement
The reason you publish content is to engage with your users and when you add interactive elements to your content it immediately boosts engagement with your users and takes you closer to your goals.
ii. Gather Valuable Data
The world is slowly but steadily moving towards big data, where businesses wish to know everything about their users. Interactive Content is an excellent way to collect large amounts of data. When you understand your users' minds, you can offer them the most tailored products and solutions.
iii. Educate Your Users
Content marketing has long been used to promote products and services.
iv. Remarketing Solution
In a competitive market, remarketing is the only. This is where Interactive Content works to your advantage, as it gives you more insight into your customers' needs and aspirations and enables you to offer them greater value in the relationship.
v. Increase Conversions
The total of all the incentives we have mentioned so far is increased conversions. Since you will interact more with the users and educate them more convincingly, you can expect to improve the conversion rates.
4. Prepare A Killer Interactive Content Strategy
The success of Interactive Content Marketing depends on the planning and execution of your strategy. Here is how you can get started with one -
i. Know Your Goal
The use of Interactive Content is as varied as chalk and cheese. While some want to boost their traffic, others are interested in increasing newsletter subscriptions. Hence, you need to start a campaign with a clear idea about your goals. These goals need to be strategic, attainable and measurable. You need to have KPIs in place to measure the success of the campaign.
ii. Work on The Content
The success of your Interactive Content Marketing campaign will depend a lot on the quality of the content. The best content is the one your users are already looking for.
If you come across the same types of queries from users on social media or your website, it offers you the perfect content idea.
iii. Choose The Right Path
As we have discussed above there are various forms of Interactive Content and you need to choose the right channels to market them. If you are planning to use slideshows you need to choose the best slideshow platforms for marketing. In case of polls and quizzes, social media offers you more scope for interactions.
iv. Focus on Conversions
You have attracted the user; you have convinced him/her about the incentives, what next? This is the most important phase of your campaign where you need to convert leads into sales.
If you are promoting a new product using your content make sure you guide the users to a relevant online store or offer them information on where they can shop for these products.
v. Data & Results
You will collect data on the progress at every stage of your marketing campaign. You need to analyze them to know your strong points and weaknesses. In case your campaign isn’t progressing as per your goals you should aim to rework on in order to align the campaign to your goals.
We have clearly explained the invectives of Interactive Content and how you can get started with yours. It is important for you to realize that the future of content marketing rests on Interactive Content and the quicker you get started with it the better it would be for your business.
Author Bio:
Mark Johnson is the content marketing consultant at opinion stage. A self-taught digital marketing enthusiast he has managed content marketing campaigns for clients for more than a decade and worked with clients across different industries.
