June 29, 2015
By now you’ve probably heard the phrase content is king and, if you have, it isn’t just because it’s the Internet marketer’s best weapon against the bottom line. It’s because your customers are craving quality material every time they open their browsers.
How can it be leveraged in a time when consumers are perpetually bombarded by advertising campaigns every minute of every day, and how do you engage a desensitized viewer?
You need to create content that is shareable and interesting right out of the gate. More importantly, you need to generate leads in way that reintroduces your target market to the conversation.
This is partly the reason why interactive content has become such a major marketing tool in 2015.
Social Dialogue as Part of Your Content Strategy
Creating this type of content is about establishing emotional investment via participation through the predetermined criteria of your marketing strategy. Your aim is to appeal to your niche and move them through the buying decision process.
There are many ways to go about doing this. Here are a few of the different types of interactive content that are also considered to be some of the most effective avenues for lead generation.
1. Interactive and Side-Scrolling Infographics
Infographics are typically formatted vertically for the sake of convenience, but every once in a while something comes along to take advantage of horizontal scrolling. When that something is the Future of Car Sharing, it just makes sense.
This particular infographic incorporates the use of buttons to entice visitors to click on certain points for more information about the statistic. Overall, there is a feeling of authenticity and realism that is seldom achieved through other mediums.
By using a car – a symbol of freedom for many – and setting it against the burden that can be vehicle ownership, the infographic explores the nature of collaborative consumption as an increasingly viable alternative, and this has sparked people’s interest in a big way.
2. Guided Animated Content
When video is good, it holds the attention of the viewer and that’s what Your Daily Dose of Water is able to do with its animated slides and interactive elements. It’s for this reason that it’s more effective than traditional streaming or text-based content.
Every time an item is interacted with or moused over, the viewer learns something new and this goes a long way towards creating a positive user experience. While interactive content such as this might not make your company money as a direct result, it will increase your online visibility and sales leads.
Considering the fact that 78 percent of B2B marketers struggle with lead generation, this represents an elegant solution. You’ll also note that this particular example has come about as a result of Good.is partnering with Levi’s, though the link-back is quite subtle.
3. Choose Your Own Adventure Tour
The imaginative reconstruction of a night out on the town in What Kind of Drinker Are You? from Clarity Way grants participants control over the outcome and makes them think twice. This double-take is extremely useful for establishing brand recognition in competitive environments.
This piece of interactive content is aimed at educating the general public and advocates the making of informed decisions. One other thing that makes this interesting is the fact that it doesn’t feel like busywork to get through; instead, it opts to interweave an entertaining ideology throughout.
It taps into a greater social issue and helps promote discussion around a controversial issue and as a result, it’s one of the most successful interactive communication device on this list.
4. Your More Conventional Interactive Content
Aside from these obvious choices there are a number of other, less time-intrusive options at your disposal. Online quizzes, surveys, calculators and others are relatively simple tools that you can also use to streamline your calls to action and achieve higher conversion rates.
That said, there are some considerations you should familiarize yourself with.
Governing Trends of Interactive Content
In most cases, it will take longer to create and implement interactive content marketing strategies when compared to their traditional counterparts. As such, you’ll need to ensure that your efforts are geared toward:
- Quality over quantity: Measurability and scalability are impacted by shareability. Great content goes viral, but only if you’re willing to exercise restraint and put in the time.
- A story first approach: Interactive content is designed to counteract the conventional formats of mass media communication, and if there’s one thing consumers like more than a great deal, it’s a good story.
- Adding value to user experience: Customers from around the world are looking for new experiences they can share with others. Interactive content can facilitate the process of word-of-mouth, boosting positive brand perception in this way.
As long as you have a clear sense of direction with what you want to do and have taken the time to develop a strong and central message, you’re well on track to benefit from the advantages of interactive content marketing.
Hopefully you’ll have come away with a better understanding of what interactive content actually is and are better equipped to see its potential. The next time you start to wonder about how you can engage your audience and increase your bottom line, think about the tips on this list.
Adrienne Erin writes frequently for SiteProNews about online marketing strategies that help businesses succeed. Follow @adrienneerin on Twitter to get in touch, or visit Design Roast to see more of her work.