The key to modern consumer engagement is through interactive content. It’s creative, innovative, and puts the experience in the hands of consumer control. 81% of marketers believe that interactive content grabs attention more efficiently and 79% believe it enhances the retention of brand messaging.
This type of creative thought leadership results in repeat visitors and continual exposure throughout the buyer journey. In fact, interactive content has a 35% stake in the $200 billion advertising industry.
Collaborative content creates a lasting impression with consumers which subsequently improves lead generation, conversions, and sales acquisitions. Here are a few quick things to remember about using interactive content in 2019:
There is nothing more engaging than when you ask a customer to speak about themselves. Their wants, needs, and pain points should all drive your interactive marketing efforts. The more visual the content, the better. That’s because it has shown to be 40x more likely to be shared on social media and it is twice as effective in converting leads.
It is simply more successful at grabbing attention and sparking interest. It also works better when educating consumers. People tend to watch a video over reading an article, but both can be just as informative.
It naturally follows that interactive content can be used for lead generation because people are already in tune with the message. They are engaged and thus further interested in your product/service.
Interactive content creates a two-way interaction and that means it can be used in all stages of the buyer journey. It’s the most communicative form of content that exists. Here is how it applies to the three main stages:
The first stage of any buyer journey is when the consumer realizes they have a need that has to be fulfilled. This is when they begin to Google for a solution. At this phase, brand awareness can be created through a few types of interactive content including:
- Interactive media
Anything you can think of that would engage the consumer while also educating them about a solution. Remember to always focus on their problem, and not selling to them.
In addition, try to create content that will collect data around a consumer’s needs so you can drive more focused marketing. This is the best stage for collecting material as people readily give out their info in exchange for valuable content.
The next phase is where consumers will evaluate your product/service to determine if it suits their needs. By now, they have shortlisted brands and already know what it will take to solve their problem. Their path is product-centric and therefore content should be focused on providing the best solution possible. This can include collaborative and informative items like:
- Interactive eBooks
- White papers
This is where your content should explain your product/service, its uses, costs, features, and how it can better the life of the consumer. Give the lead enough opportunity to openly make comparisons with your competitors.
This is the most critical stage of the buyer’s journey and one where your content has the greatest effect on sales. By now, the customer already knows which solution will work best for them. They simply need reassurance that your brand can provide the solution that fits. The types of interactive content that seal the deal include hard facts like:
- Case studies
- Cost Analysis
- Interactive calculators
The idea is that you are always providing value at no cost except for a simple exchange of data. If you really do provide a helpful solution, you barely need to do any work. The consumer will inform themselves based on the material you provide.
The Three Golden Rules of Interactive Content
Although there really are no set standards when it comes to creativity, there are a few key things to remember about interactive content.
Always Provide Value
Never sell to people, but rather consider your content something that is a gift to consumers. It should entertain and engage before anything else.
Qualify and Educate your Audience
Gather social data and create content around those concepts. This will help you to provide tools that educate and qualify the right leads.
Visually Pleasing and Engaging Content
Never forget, interactive content is always engaging and aesthetically pleasing. 79% of marketers agree that it improves the retention of brand messaging.
The main goal behind interactive content is that you are establishing yourself as a thought leader in the industry space. When people see you as an authority, they trust the message you give.
By providing enough value, interactive content gets shared and builds advocates. Once you have word-of-mouth marketing driving your business, you can focus on increasing revenue and expanding your brand.