Content marketing is an essential part of every brand’s digital marketing strategy. Yet, most businesses don’t find their investments in content effective - only 9% of companies say their strategies show positive results.
If you’re not satisfied with your content marketing efforts, it’s time to revamp your strategy and add something different. For example, it can be interactive content.
Today, we’re going to show you a few great examples of using interactive content and how it can be applied to attract necessary audiences.
Let’s dive in!
So, let’s say your content strategy delivers low engagement, and your target audience doesn’t seem to be very interested in what you put on your website. If this is the problem, you need to reconsider the content type you use to attract the attention of your target buyer.
Videos are the best for this task. According to 87% of marketers, videos helped them significantly increase traffic and dwell time, reducing the bounce rate. However, we’re talking here about plain videos, and if you add interactivity to them, their performance will definitely double!
A good example of interactive videos used in marketing comes from Banquer, an online platform focusing on financial education. For instance, in the video below, the intention is to teach the viewer how to destroy the debt:
Essentially, it’s a series of videos, the order of which will depend on the viewer’s choice. The goal is to help the viewer figure out the solution on their own, which is the best way to learn something.
P.S. Such videos will also help you rank higher in SERPs.
Purpose of this content type: educate the target audience, introduce valuable information, help learn.
Alright, now let’s say the reader has a general idea of your product, wants to try it, but is not sure which way to use it. This often happens when a product covers multiple needs of the target audience and has many features.
In this case, a calculator may help, and its goal would be to show the consumer what exactly they can achieve with your product or service.
If you’re wondering about an example of this, consider Preply, a platform for foreign language learners. It came up with an interactive calculator to help its customers figure out how many hours they will need to reach a specific level in language learning:
So, let’s say you want to learn French and achieve the Elementary level. For this, you need to point out the level you currently have, how many hours per week you can dedicate to learning the language, and when you want to reach the goal. In this case, you will need 2 weeks, 4 hours of lessons, and 96 hours of self-studying.
As you can see, such a tool can be super helpful if you want to learn a foreign language but are unsure how long it will take you or how much effort it would require. It’s also helpful to a tutor who will tailor the learning program accordingly.
Purpose of this content type: help the customer figure out how the product can help them.
Lastly, let’s say you’re making personalized products, and you need a tool to help your audience customize their orders. In this case, a product quiz would be best. Essentially, a customer would take a quiz, answer personalized questions, and get a product offer based on their response.
Function of Beauty, a popular haircare and skincare brand, has an excellent example of such a quiz. For instance, for its hair products, it offers all visitors to take a quiz that asks them to specify their hair type, hair structure, scalp moisture, goals they want to achieve, and fragrance they prefer. A couple more customization options and you get a personalized product selection:
(Source: Function of Beauty)
You also get a separate product recommendation based on the answers.
So, if the goal of your brand is to deliver personalized experiences, an interactive quiz is the best way to help a customer get the offer they need. Besides, it’s also a great way to generate new leads by collecting their emails.
Purpose of this content type: help personalize the product offer, generate leads.
See, there are a myriad of ways you can turn static content into an interactive one. Besides, you can apply interactive content to any audience with different goals and pain points.
For instance, interactive videos would be best if you need to educate your audience about something. Calculators can help your buyers figure out how they can apply your product to their needs. And quizzes work best if you want to increase sales and generate leads by making personalized product offers.
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