- By: Sara Diaz
- On September 21, 2017
- 0 Comments
Are you trying too hard on getting on your content a hit?
As a brand marketing strategy, it’s grueling sometimes, particularly when you face writer’s block.
Trust me, it hits sooner or later for every content copywriter. But unlike writers, for brands, they need to constantly deliver attentive communication to keep users invested.
Brands today are coming up with content curation tools to drive engaging traffic. But how often you really stop through instead of scooping off?
86% of B2B marketers today are using content marketing, and
70% are generating more content today than they used to a year ago.
Content marketing works miracles.
But the marketers are still endeavoring to generate “the right kind of engaging content”. As there is lot many content being created which never sees the light of day.
So what kind of content is that engages with the audience?
“Content that adds value for the user.”
Why Interactive Content?
Interactive format adds more value meant for the users by creating a two-way conversation – facilitating a personalized, user-oriented experience from start to end.
Through customer experience research, we realized that users more likely engage with and consume content when it’s presented in an exciting way. Not only does interactive content looks exquisite, but also lessens the measure of data your audience has to process at one time.
Interactive content creation is changing the way we see and use content for marketing rationale. Also, it is more personal and demanding to craft. But once it’s done and out on social media channels and other platforms, there is no retrospect as it can achieve wonders for any brand or business.
Why Interactive Content Works
At the center, interactive content is an approach to have a discussion with your group of people. Interactivity brings the dynamism and influential energy of an in-person association to a landing page, blog, email, paid media promotion – or anyplace else you may discover your audience.
Some portion of why it works is on account of people basically can’t avoid the call to test themselves, contend, consider, share their feelings, and have the fun. Also, there’s a give and get with the content that enables the client to get an altogether different upshot or next stage in their journey in view of how they replied – and that personalization is engaging.
How is Interactive Content different from Normal Content?
The main contrast between engaging and normal content is that the clients can associate with the previous and are effectively cajoled into taking a call-to-move. Aside from content and pictures, interactive content incorporates games, animations, GIFs, quizzes, videos, surveys, intuitive infographics, white papers, and so on.
What Interactive Content Looks Like
Interactive content appears in many shapes and sizes; however, they all originate from core content styles.
Assessments – Through a progression of questions, clients are bucketed into one of the numerous categories. An example is the great Cosmo Quiz setup.
Calculators- Answer options are connected to a back-end set of calculations that spit an interesting, numeric figure for the client.
Quizzes- The “bar test” style, trivia incorporates inquiries with right and wrong answers with a scored yield.
Surveys/Polls – The method of collecting feedbacks, conclusions, and valuable insights from your clients; generally in form of a questionnaire without exact answers.
Brackets – A round-by-round “knockout competition” organized set up to decide a winner– whether it’s “Most Annoying Social Media Behavior” or “Best Holiday Movie.
Marketers utilize these building wedges to make create solitary encounters. For example, like the ROI metrics or persona estimates, or layering into existing content to fabricate things like interactive infographics, whitepapers, and videos.
Statistics supporting Interactive content creation:
- Content with relevant pictures gets 94% more views than those without.
- Clients who see video are 1.81 times likable to make a purchase than them who don’t see it.
- Mobile video plays surpassed 44% by mid-2015, which was an 844% ascent since 2012.
- Infographics are 3 times more loved and shared on social media in contrast to other sorts of content.
This implies when you need to increase your page visits, you’ll need to add images with relevant content. It’s that your audience likes to see more of visual and interactive content.
Who Can Use Interactive Content?
Interactive Content has been a staple of advanced digital marketing for quite a long time. With powerhouses like The New York Times and BuzzFeed getting pushy starts with content that incites and holds on – in social media and clients’ mind. However, it’s quite recently beginning to get steam in the B2B marketing world. Up to this point, it’s had been tough and expensive too for marketers to make more creative content–requiring custom advancement, organization time, and genuine budget.
But, progresses in marketing innovation have empowered B2B advertisers to make up for lost time to buyer brands and media organizations. Many are presently utilizing interactive content to fabricate bigger databases, create rich prospect profiles, and enhance lead scoring. SMBs, mid organizations, and huge ventures like EMC, Atmel, Cisco, and Oracle are utilizing interactivity to start engaging their audience with added value.
“Intuitive substance resembles stuffing a business advancement rep into a bit of substance.”
The two-route discussion of interactivity offers more value to a marketer, also. By tutoring your audience, you concurrently tutor yourself also about them. You get significant, pinpoint profile data about your prospect’s ordeal, difficulties, objectives, and thought process.
This information can specifically enable you to lead score, recognize a persona, qualify a prospect, and guide your audience down a particular way in their buying adventure. You can add up with extra details to address (and in a perfect world help understand) their issues or grievances. Your content would now be able to approach and answer inquiries for your group in your stead.
Interfacing your interactive experiences to your CRM frameworks enables you to use all your existing efforts, projects, and content – yet more rapidly control the right lead into the right sustain track.
Interactive Content–A Better Mousetrap
In 2014, DemandGen Report found that only 5% of purchasers would give a detailed contact data in return for a white paper. As prospects turn out to be least ready to share contact details in return for content, advertisers require better approaches to distinguish, score, support and guide their prospects through the buying journey.
That same DemandGen Report contemplates likewise found that 91% of purchasers are searching for more visual and intuitive substance. Purchasers are searching for something new, and it’s up to marketers to furnish them with all the more relevant content that offers higher value.
It’s very easy to make tests and let them look equally awesome, on Qzzr. You can include your own background images and pictures for each feature. You can make three distinct sorts of tests: The “Which Spice Girl Are You” write, the “How Minnesotan Are You” write, and “The amount Do You Know about Tacos” sort.
With a free version, you’ll have the capacity to make and install tests. Also measure the number of people who took up the quiz, how much time they spent on the quiz, and more. There are premium choices available, as well.
Adding to an interactive aspect has got simpler with this stripped-down poll creator. Build a login, enter your inquiry, include a few alternatives, pick a shade and you’re ready. The survey you make can be inserted in one of your pages, or you can link it to the survey’s own custom landing page.
Easypolls is free to use, but your poll’s landing page displays a banner ad at the bottom. For .99 cents a poll, you can ditch the ad and add some tracking functionality, too.
You know what’s vital to making a purchase, that most clients hate doing? Math! With Calculoid, you can make a customed calculator that processes multiple inputs to calculate a result. You could, for example, explain your client the savings done in switching to LED lights, savings on electricity bills, and hours they keep the lights on.
You can make a custom page that shows your incentive with genuine numbers straight from your potential client.
With Calculoid, you can make a customed calculator that processes multiple inputs to calculate a result. You can explain your client the savings done in switching to LED lights, electricity bills, and hours they keep the lights on. As it were, you can make a custom page that shows your incentive with genuine numbers straight from your potential client.
Calculoid is best than the initial three tools in this list, but at the same time it’s pricier—hope to drop $99 a year or more on your calculator page. If it still convinces your audience on why they should use it to find their solutions, then the cost involved isn’t much.
SnapApp is another Swiss Army knife of a platform. You can use it to build everything from quizzes to interactive videos to lead forms that really pop up. Likewise Ceros, SnapApp is a platform and a service—in addition to the DIY software; their team can help you with integration, design, and analytics.
March Madness is around the corner, and you would be acquainted what that implies: March Madness centered content. It appears like everybody begins drawing up sections this season of the year. I’m not thumping the pattern, either. There’s something inalienably reducing down 32 or 64 candidates to one extreme victor, regardless of whether you’re positioning vacuum cleaners or paint hues or My Little Ponies.
Brackify makes it simple to make and administer your own competitions. Make your sections, set time limits on voting in each stage, and the product will deal with the input and decide the winners. With the capacity to set subjects and included pictures, you can make something really novel for March Madness or whenever.
Interactive Content Creation Works across Various Programs and Channels
Consider interactive content as one part of your general marketing projects and procedure, not as a new brand strategy or a new technique. Wherever and anyway you utilize customary content today, you could layer it interactively:
Events: Send pre-occasion quizzes or reviews to produce buzz and drive stall movement; utilize personality appraisals to corner visitors into fun and applicable personas, and catch up with something more captivating than “Much obliged for coming!”
Paid Media: Interactive invitations or call to actions drive higher click-throughs and conversions than the static CTAs.
Social: There’s a reason Buzzfeed bet on tests: they’re characteristically social and shareable. Utilize a quiz to support social sharing, or a challenge to get your clients locked in!
Blog: Turn your blog into a lead gen channel with interactive content. Finish with a lead frame appropriately in your blog content.
Email: Visual and intuitive email content snatches prospect consideration, driving higher clickthroughs and conversions, prompting better email ROI.
Match Content to Your Audience
Presently, before you plunge into making interactive content, put forth a couple of inquiries. For one thing, what sort of audiences do you have? In the event, if you have a more expert group of viewers, at that point infographics are an incredible decision. They’re loaded with a lot of helpful information and bundled in a fascinating, interesting way. At that point when reasonably actualized, an intuitive infographic can give the same amount of excitement as any vivified GIF.
In case you’re attempting to target all the casual groups, figure out how to grasp quizzes. In addition to the fact that they are short, sweet, and to-the-point, yet it’s one of the most effortless approaches. Still puzzled about what to do? In case you’re really stuck, set aside the opportunity to make a survey. It will be for your group of onlookers to make sense of what they like and loathe.
If you’re serious about making significant interactive content; you’ll need to invest some genuine exertion. Consider it along these lines: You’re planning a product to offer, with the exception that you give it away for free at the end. You don’t have to empty huge amount of money into this content—it simply should be genuine and valuable.
Try not to belittle your group of viewers! They can detect your expectations from a mile away.