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Smith & Harroff Blog

3 Types of Interactive Content to Enhance Your Marketing Campaigns

Posted by Smith & Harroff on Dec 6, 2016

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White papers, eBooks, articles and blog posts are all proven ways to engage with your audience, but interactive content offers a breath of fresh air away from text-heavy pieces. Developing interactive content is not only a fun approach to connecting with consumers, it’s a powerful one that’s getting amazing results for the marketers who use it. It boosts click rates, helps you gather more data, and converts more leads. And best of all, it’s easy to get started by using your existing content.

Interactive Defined

Interactive marketing focuses less on immediate sales and more on building relationships. The proliferation of social media and mobile phone use makes it easier than ever. One of the first – and most successful – interactive marketing campaigns was Coca Cola’s “Share a Coke”, which is now in its second, more user-friendly release. The brand’s concurrent Instagram hashtag campaign generated over 340,000 posts and reveled in a 96% positive customer reception. The campaign focused on capturing a moment in time and building memories through a personalized touch. You can do the same.

Quizzes

While all inbound marketing aims to attract an audience, the overriding goal is to convert them into leads by capturing information. Instead of filling out a basic form, give site visitors a different experience by creating an entertaining interactive quiz that directs them towards content of interest. Quizzes are a lot of fun and have become one of the most shared forms of content on the web. Use them in your content marketing strategy to increase social traffic and help generate leads. While designing quizzes can be a lot of fun, don’t lose sight of the ultimate goal: capturing leads.

Interactive Video

Video marketing has gotten a lot of buzz over the past first years, and many marketers believe it is the single most effective and scalable brand awareness tool available. From quick and easy content on Facebook to Periscope live streaming, it’s a critical component in many brands’ content marketing plans. Interactive video is one of the most engaging forms of inbound content and is incredibly effective in getting your audience’s attention. Marketers have learned that a majority of people prefer video over reading text, stay on a website longer if there’s video, and remember more information from a video than they do from written content.

The move towards interactive video is driven by consumers’ increasing ease with video itself. It works so well because it can be used to tell so many different kinds of stories. It prioritizes consumer choice, meaning you can use clickable elements within the video to give your audience the opportunity to choose what they want to learn on their own terms. Video is on track to command an estimated 80% of all internet traffic by 2019. People are increasingly comfortable with it – it’s more exciting and more engaging – so why give them a static image?

Interactive Data Visualization (Infographics)

Everyone loves infographics. They’re usually cool to look at and relay dry statistics and information in a fun way. But as static infographics have become so pervasive, it’s easy for readers to overlook your great infographic filled with great content just because it doesn’t stand out from the rest of the pack. Interactive marketing kicks your infographics up a notch. Simply designing areas within an infographic that move or change depending on a user’s participation is a magnet that will engage prospects and make them more likely to convert.

Final Thoughts

Interactive marketing campaigns provide immediate feedback on products and services, which allows you to quickly identify target markets and consumer demands. It cuts through the noise and gives your customers a unique experience. If you’re willing to invest the time and resources into a marketing plan that includes interactive approaches, your brand will stand out and reap the benefits.

Topics: Interactive Content