6 Engagement-Boosting Content Strategies
It’s been said that the one constant in life is ‘change’ and, as a Content Marketer, I see this play out time and time again. What worked in the content marketing arena five years ago, or even last year, may not yield the same results now, making it necessary to change your content strategy. You’ve no doubt done this before. As new technologies emerged or as you learned more about your audience, your content likely adapted (or at least should have!).
Today we have so many content channels available to us that it can be difficult to stand out from the competition, even if you’re churning out regular content. It’s time for content marketing to change again and the next evolution in content marketing is… Interactive Content.
Why Go Interactive?
It’s more important than ever to be putting out content that gets noticed. Interactive content is one way to do that. Demand Metric Report found that interactive content converts buyers 70% of the time compared to just 36% for passive content.
Why? Because interactive content requires audience participation. It’s more than just clicking on a link, liking a post, or sharing a video. It requires active engagement by answering questions or selecting options, which then returns highly personalized results to the participant. This is a win-win for content marketers and audiences. Marketers receive greater engagement and more information about their audience who are more willing to share that information in order to obtain highly relevant, personalized content and/or feel that they are making a connection with the business.
The best part is, interactive content can fit seamlessly into your existing content strategy! It does not require a new content marketing plan or approach. It’s just fresh content that happens to have an interactive component. In most cases, interactive content will be supported by static content to support specific parts of the buyer’s journey. It may even be embedded into existing content.
Interactive Content Examples
We’ve all seen and used interactive content; most of us have done this without a second thought. How many of us have taken quizzes online to help us “Find the best X for you!”, where X is anything…a car, a vacation destination, a home-style, a software solution. Quizzes are a prime example of highly effective interactive content. They grab consumer attention, they engage the participant, they acquire details about the consumer, and they return a personalized result.
Quizzes aren’t the only example of interactive content though. Other examples include:
- Polls and Surveys. Similar to quizzes, but without yielding a personalized result, polls and surveys allow you to connect directly with engaged consumers to learn more about their pain points, challenges, and needs. Keep them short and sweet for top engagement.
- Interactive Infographics. Infographics are the darling of the marketing industry. They provide a quick snapshot of information. They’re snazzy looking. They are highly shared. Interactive infographics provide detailed information about the data displayed. By clicking on an element of the infographic a user jumps to more information about that specific fact. Perhaps it’s a whitepaper, a study, a slideshow, or just a small blurb. The point is, the consumer gets to choose how to interact with the infographic.
- Interactive Videos. Everyone loves videos. Marketers love the creative freedom and high shareability. Consumers love the quick and easy access to content, particularly on mobile devices. More and more businesses are enhancing their videos with interactive features like hotspots, calculators, or polls to up engagement levels.
- Calculators. Calculators are a very popular example of interactive content. Any mortgage lending site will have one – and those that don’t often get passed over by would-be customers because they can’t provide that short and quick answer to the question, “How much home can I afford?”
- Assessments. Assessments are like mini-personality tests. After answering just a few questions about themselves, users are rewarded with an assessment or product recommendation based on their answers. It helps buyers narrow down their selections while helping businesses learn more about their customers.
- Interactive e-Books and Whitepapers. E-Books and whitepapers provide valuable content, but they can be lengthy. Interactive elements like jumping to specific chapters make the content more user-friendly and can help encourage users to come back later when they need additional information because they know it will be easy to find.
What Will You Create?
Don’t let the idea of interactive content scare you! Even the simplest of interactive content (Facebook surveys, anyone?) can boost your engagement scores and yield valuable consumer data. When done well, interactive content can actually propel consumers along on their buyer’s journey, providing information and filling in gaps in their knowledge.
You do not have to go overboard for interactive content to make a difference, so why not give it a shot? What kind of interactive content will you create first? Need help getting started? Contact Orlando Content Marketing for assistance!