Content marketing is an approach in the field with the intention of attracting leads to grow a business. Success may be an extensive process in this approach and marketers need a strong marketing strategy and maintain its consistency for several months to see results. A strategy professionals in the field use is interactive content marketing to increase their engagement. Continue reading this article to know more.
What is Interactive Content?
This marketing strategy intends to send a message by encouraging the participation of users. Interactive content evolves the user experience from passive consumption into active engagement. These forms of interactivity can come in numerous forms like calculators, quizzes, ebooks, videos, animated infographics, and more.
Understanding Interactive Content
As mentioned above, there are different types of the specified type of content. This approach to content marketing is different since it focuses on each interaction with the content. It combines good content with a positive experience, making users feel stimulated with the content they are consuming, and more importantly, holds their attention.
Benefits of Interactive Content Engagement
One of the goals of content marketing is to convert reach into engagement. This specific type of content increases the chances of audience participation and interaction since it has been curated to hold the attention of the target audience. There is an improved user experience and time spent on content since the content published was extensively thought of to engage with its intended users.
Moreover, there are higher conversion rates and lead generation in interactive content. Numerous marketing studies have shown that users who engage with published content are more likely to purchase from the brand than those who do not. For the lead generation aspect, it allows marketers to collect essential user data through content used for leads and conversions.
Since interactive content marketing collects valuable user data, professionals in the field can use this to create content catered to their target. This measure helps brands create a sense of community and brand loyalty since they know what their target customers want.
Leveraging Polls and Surveys for Audience Insights
One of the top content marketing trends to implement in 2022 was user experience since it is a significant factor for businesses to rank higher search engine results pages (SERPs). Polls and surveys play a vital role in understanding audience preferences. Marketers must design effective questions to produce valuable insights to implement into creating a better experience for users. The data collected from surveys allows professionals in the industry to make informed decisions about their content strategy improvement.
Gamification in Interactive Content
Gamification is the process of integrating game-like elements like rewards, contests, or challenges into traditionally non-game activities. Numerous marketers use this strategy to improve engagement, customer loyalty, and attain certain marketing goals. So, why incorporate this strategy into your interactive content marketing efforts? This measure showcases numerous advantages to campaigns that drive your target audience to engage with your published content.
Tools and Platforms for Creating Interactive Content
There are various tools and platforms for marketers to utilize with their interactive content measures. These tools make it more convenient for users to engage with content rather than passively consuming it. Moreover, it helps marketers have a better understanding of what their consumers want to see.
Here are a few tools and platforms to utilize:
- Guides.Co
- ThingLink
- Ceros
- Involve.me
- Outgrow
- Zembula
- SnappApp
- Qzzr
- Apester
- Mapme
- Survey Anyplace
- Ion Interactive
- Playbuzz
- Calculoid
Measuring Success: Analytics and Key Metrics
It is important to identify key performance indicators (KPIs) for interactive content. Being able to pinpoint your KPIs allows you to set clear goals for your marketing campaigns and efforts which help marketers keep track of their progress. Moreover, analytics measures relevant metrics like engagement, conversion rates, and more which could be used to improve the campaigns.
Final Thoughts
Interactive content marketing is a marketing strategy that focuses on publishing content that encourages the audience to actively interact with a brand’s published content. This type of effort comes in numerous forms that marketers can be creative with. Moreover, interactive content offers marketers the opportunity of gathering essential information from their target audience and consumers. Have you ever encountered an interactive content marketing campaign? Share your experience with us below!
