Copywriting is essential for content marketing, but it is not the only way to draw in clients. Content that viewers can respond to and interact with is an excellent marketing tool, and it makes potential clients more likely to spread the word about your blog, business, or even just an article.
Some ways to implement interactive content in your blog are interactive assessments, calculators, benchmarking tests, infographics, videos, or some sort of combination of these methods. These methods can help improve blog and website traffic as well as build a better content marketing profile.
At Total BS, we often have to upsell interactive content to clients, because typically people think of words when we talk about content marketing.
Here are seven common questions we encounter and how best to answer them, in case you're coming up against oppositions to implementing interactive content.
1) Are people interested in interactive content?
Hell yeah, they are! And, we have science to prove it.
A 2015 study by Demand Gen Report discovered that a whopping 91% of buyers much prefer content with some interactive and/or visual component.
To fully understand how much interactive content drives site and blog traffic, think of websites like Buzzfeed or the New York Times. These venues regularly put out quizzes, which are perfect examples of interactive content. Making these quizzes interesting is a top priority, as it should be a top priority to make interactive content hold the participant’s attention.
2) That sounds great, but does interactive content work?
DemandMetric produced a study with evidence showing that the conversion rate of interactive content was twice what static content managed to achieve. At SnapApp, average click rates climbed to 50%, lead conversion rates at 40%, and question completion rates to 80%. These figures are only a few examples of how interactive content helps to increase and drive traffic.
Video content is another hugely effective way to implement interactive content marketing. Video production can be intimidating to some, but what you lack in creativity, you can make up for in content. A great script, funny actors, or just interesting content will be enough, so when idea strikes, hit play.
3) Is it worth it to go through all that effort?
High-quality, engaging content leads to more traffic, which leads to more profit. So, to put it simply, yes, it is worth the effort. As a Bozeman marketing agency, we see interactive content as a strong differentiator for local and regional businesses. If we can coax clients to be open and willing to try something different, it has worked in their favor every time. It sets brands apart and delivers an experience that says you don't settle for half ass crap. But rather, you are committed to producing the best experience possible, and that creates loyalty.
Some examples of interactive marketing greatly benefitting companies are:
● Unitrends used superheroes as a theme to help generate more than 700 leads and $1 million in sales in just four months.
● Blackbaud used interactive content to tailor the sales conversation to the individual visitor, a move that led to Blackbaud achieving 133% of its sales quota.
● CEB (Corporate Executive Board) added an interactive call to action to its Linkedin page and saw a 54% click rate increase.
While pages without interactive content may enable you to track how many visitors there are, interactive content allows you to monitor what those visitors pay attention to and why. With any content marketing program, it is very important to consider your audience and design strategy around that.
4) Our IT department doesn’t have the bandwidth for interactive content right now. We should wait on this, right?
If you are building your interactive content from scratch, then yes, waiting to get more bandwidth is something to consider, but content is everywhere, and you can start small and build from there.
There are plenty of content creation software, platforms, and apps, that can do some of the heavy lifting. SnapApp is one such content creator, allowing marketing agencies and other users to worry about their content, rather than the nerdy technical details.
Even the more complicated interactive content, such as assessments that branch out in different ways based on how participants respond can be created, implemented, and managed by marketing automation platforms. Marketing automation is a great solution to not only help you create, but it allows you to be intelligent with your content. MA platforms deliver real-time data on who is consuming, how they are consuming, and what can be done to optimize and improve.
5) Is it expensive to implement?
The answer to this question depends largely on what type of content is created and how much of it. It also matters if you want to focus more on the brand or concrete solutions to the visitor’s needs.
If content marketing seems like a mystical marketing land that is unattainable or unfamiliar, schedule time with an Inbound marketing agency to learn how it can be measured and how to get started. If it still feels like a struggle, hire them to get your content ramped up. Using content marketing experts right out of the gate gets the ball moving for positive SEO outcomes, brand engagement, and interaction. Plus, having someone to help guide you early on, provides a roadmap for you to follow in the future once you have the knowledge and bandwidth to take it on.
Content isn't cheap - relatively speaking. If you find someone that is giving you a bargain or seems too low, it's because the content effort will be too low. High-quality content requires research, buyer persona work, customer journey identification, copywriting, graphic design, video production and knowledge of publishing and earned media. Blogs and written content can range from $1,000 to $3,000 per piece, where highly produced content like videos and podcasts can be upwards of $10,000 to $15,000. So yes, it can get expensive.
Content worth its weight in customer acquisition or retention is a small price for a large payoff—that keeps paying. Content is a long game, and if you are patient enough to work the strategy and commit to a content practice, you will set yourself up to secure long-term exposure with steady conversion and engagement.
6) Will this new content be compatible with what we already have?
This is a legitimate concern. The data you use to implement these changes does not have to be cut and pasted from anywhere; you can make sure that it flows without issue into the marketing automation platform. The beauty of content creation is that it is highly customizable.
7) Do you have any ideas on how to start?
Great question. And, very common for a marketing agency or content creation specialist.
Here are some examples of the types of ideas you should consider:
● A short and simple quiz that lets participants test their marketing and “best practices” knowledge
● Integrating a calculator makes it convenient for potential customers to realize the benefits purchasing your product will have for them
● Some type of infographic that shows personality and encourages interaction with links, embedded video, or landing page prompts to capture customer data.
● Surveys before, during, and/or after will generate feedback as to what you are doing right and what could be improved
Interactive content has been shown to greatly increase blog and website traffic. As time goes on and technology and knowledge advance, interactive content is cropping up more frequently than ever before. Don’t get left behind! Start integrating it into your blog or website as soon as possible.