Online content has been growing steadily in significance for brands and companies of all sizes.
However many brands continue to believe that they don’t have the sources to produce it consistently, so that they are tempted to diminish the value.
In this post, we’ll teach you how interactive content can help you achieve your marketing goals. But first, let’s define the terms.
In the context associated with digital marketing and advertising , interactive content is usually any digital content that requires active participation from its market: clicking, dragging, tapping, answering, and so forth.
The term is a method to distinguish interactive forms of content from passive or static content that users simply consume, like text plus images.
Interactive content material, then, is an integral component of a robust digital marketing strategy.
Here are 8 methods it can help you achieve your marketing goals.
1 . Increases Users’ Average Time on Page
A single important metric that can teach you the relative effectiveness of the site and your marketing strategy in general is average time upon page.
Increasing average time on page isn’t a magical bullet, but the likelihood of the conversion or sale certainly increases when readers actually consider what you have to say.
In the event that people are clicking away just like fast as they found a person, something’s going wrong.
Your articles might not be relevant — or even it might just not be fascinating enough to hold their attention.
There’s also the fairly paradoxical concern where you drawn a reader through organic search, but then once they have their question answered, they immediately click on away.
By embedding interactive content on your page, you give readers grounds to stay.
There is something else to do, play with, study from, or otherwise interact with, so several readers will stick around and interact with that content.
Again, average time on page usually isn’t the ultimate goal. But it’s a part of calculating how well you’re taking readers.
And, with the right interactive content, longer period per page can lead to improved conversions or sales.
2 . Boosts Your CTR
Click-through rate, or CTR, is really a crucial metric by which you are able to judge the success of your advertising plan.
In fact , increasing CTR is often one of a company’s marketing goals on an on-going basis.
As a refresher, CTR is essentially the number of visitors that will click through to a target page (such as the CTA link at the end of a post) after first reaching the initial page, compared to the total number which reached the original page.
How does interactive content boost CTR? Here’s an illustration.
Say you write a post that answers search intent for a common question within your industry. You’re going to end that blog post with a call to action (CTA), right?
That’s an excellent practice, of course , but some visitors will tune out a long time before they get there.
But imagine if your CTA wasn’t just a paragraph at the end of a text-based post? What if the CTA was actually tied to an item of interactive content?
Save that call to some other type of click until after the audience has interacted with a beneficial piece of interactive content.
Once you demonstrate added value, you’ll typically generate more click-throughs , raising your CTR.
a few. Optimizes Lead Generation
Interactive content can also improve lead generation , especially lead gen that starts along with paid or organic search.
State you want to pull in prospects via a blog post. Once again, you will include a CTA at the end of that post.
But this time, rather than asking readers to click on through, you’re asking these to sign up or provide an email address, something like that.
It is common practice to offer some sort of incentive for that lead generation. If you’re selling retail products, it could be a “sign up now and get a portion off your first order! ” pop-up.
In the B2B space, a more common approach is certainly “download the whitepaper” — offering readers a much deeper and more valuable piece of business content, for the “price” of the sign-up.
But that leads generation can be much more powerful and effective whenever you tie it to truly interactive content.
Here’s an example.
When the goal is to gather emails, you could require an email sign-up to access a valuable interactive item, just like you would’ve done for getting at an e-book or whitepaper.
Or you could create some sort of quiz, like “Find your own ideal flooring type”, and put it where the CTA would’ve gone.
Save the exact CTA for the last step in the particular quiz, after you’ve pulled in users’ curiosity and attention.
Whatever approach you take, nearly any kind of interactive content can have positive effects on your prospect gen efforts.
4. Improves the Customer Experience
Marketers talk plenty about customer experience , and for good reason.
It doesn’t matter how good your product is. If the experience of buying it or getting to it is horrible, some consumers aren’t going to stick with it.
In other words, an excellent product that can only be purchased through a terrible, outdated, difficult to rely on website is going to have a limited reach.
Apple understands this better than most. Its stores hardly even seem like they are designed to sell products. Simply no, the company’s stores make experiences and relationships. Plus those sell products.
(Of course, it doesn’t hurt that the products are components of quality, and their typical marketing efforts certainly play a role, too. )
So how will this relate to interactive articles?
Simple. Your clients like to discover things designed for themselves.
Given the option between static product imagery and a 360-degree model they can rotate, zoom, and play with, you know which one they’re likely to prefer.
And that’s only one example.
Here’s another: In case you sell a range of similar products, you could certainly create a long-form blog post describing which of your products is right for which varieties of consumers.
Some customers would certainly even read it and make a purchasing decision based on it.
But how much easier would it be ( for the customer, not necessarily to suit your needs ) if that will long-form blog post was also a good interactive quiz ?
Your users like the idea of being in control of the knowledge. If they’d rather examine it, let them. If they’d rather answer a series of queries (points you already produced in the blog post, by the way) and have a quiz tell them what to buy, that’s excellent, too!
Again, these are simply two examples. The real-world possibilities for improving customer experience through interactive content are nearly endless.
five. Builds Engagement and Brand Awareness
Engagement is another metric that may be difficult to define and, based on how you define it, difficult to measure.
Definitions can vary, but typically, engagement means some kind of visible, public interaction, whether as a comment on a publish itself or an discussion via social.
Not every business relies equally on interpersonal engagement. It’s much less important in B2B than just for direct-to-consumer brands, for example.
Wedding can be very hard to build normally, and some businesses just aren’t going to get much traction here.
Personally, I may be thankful for my local water treatment facility or the construction company that built the office building I’m in, but I have no reason to follow them on social and would virtually never like or discuss a social post from either.
That said, if engagement is a relevant metric for the business, you need to build it — whether doing so is certainly natural or seems difficult.
Creating a highly interesting and socially valuable part of interactive content is one great way to do this.
A fascinating survey, a fun quiz, or an insightful infographic are all options that could make sense within your context.
Again, doing this perfectly is hard.
You’ll need to create a piece of content which is interesting, highly sharable, plus tied closely enough to your business to make a difference.
But if you can nail most three, interactive content can be an impressive way to build engagement and brand awareness.
6. Boosts Sales
Interactive content can boost product sales in two ways, one immediate and one indirect.
First, we’ll cover the direct enhance. Go back to the example of a good interactive quiz paired using a long-form blog post.
Let’s say the topic is “which [pair of shoes/plates/phone case/sweatshirt] is right for the style? ”. Don’t stop with answering that issue for a user.
Keep the sales funnel going by providing a hyperlink directly to the item that the individual landed on with their to discover results.
You can even dual down by providing a discount code on the results page.
So interactive articles can be used as part of a product sales funnel in this way.
It can also provide indirect boosts to sales , especially for businesses with increased complex sales processes. Here’s how.
Interactive content is not always a straight-up product sales play. Sometimes it’s a data-gathering tool. ( More on this in the next point, by the way. )
As users mess around with your interactive content, they offer useful information about where they are in the sales journey and what their needs or pain factors are.
Their current discussion on your site may not lead to a sale. It may not actually be designed to do so.
When you can gather valuable information on what your customers’ challenges and needs are, you can route that data for your sales teams. They can be more effective as a result.
7. Helps You Gather First-Party Data
As we alluded to above, your online content pieces don’t have to be purely for your customers’ education or even entertainment.
They can become tools for data collection.
By gathering data about what your leads, prospects plus customers think about issues or what items they tend in order to prefer, you can make better data-driven decisions about products you release or features you add.
How do you actually implement this kind of strategy?
The area of data selection through interactive content is more complex , and we have no the space here to get into the specifics.
We’ve put together a far more detailed post on how interactive content can help your data collection initiatives , so be sure to take a look to learn more about this strategic approach.
Also of note: based on where you’re located plus where you do business, you may encounter additional regulations on information collection.
We enter into some of those in the post linked just above.
8. Helps it be Simpler to Collect Feedback
One piece of interactive content that many larger businesses have had in place for many years is the humble opinions survey.
Businesses understand the value of collecting user feedback , and this kind of pop-up survey any effective way to do so.
Feedback surveys can make customers feel a measure of manage and independence , providing them with a chance to speak their thoughts about what is or is not working on your site.
And, most crucially, they do provide authentic customer feedback you can use to improve your company.
Wrap Up: Marketing Goals are usually Easier to Reach with Interactive Content
Whatever your current marketing and advertising goals may look like, there’s an excellent chance that adding more interactive content to your site will help you achieve one or more of those objectives.
It may take a little more effort ( or a strategic partnership with a content experience corporation like ours ), but it’s an investment which will reap dividends both at this point and for years to come.
If you’d like to learn more about interactive content and how it can transform your own marketing efforts and satisfy your marketing goals, check out our full guide to interactive content !
The post How Interactive Content Helps Meet Your Marketing and advertising Goals appeared first on Rock Content .