Find out how to bring your strategy to life by transforming your static content into interactive – WAU
Although they have been around for some time, interactive content has been seen as a major marketing novelty. The truth is that now, with changes requested by consumers themselves, they present themselves as a good outlet for marketing.
Companies constantly evaluate their marketing strategies to identify how to get closer to the public.
The interactive content presents itself as a way to communicate with the audience at the same time that it is possible to hear what the public has to say, through the same way.
This format generates a virtuous cycle of content production, in which the responses from the interactions themselves become material for new publications, more adapted to the persona’s desires.
But those who already have content produced in a static way do not need to think about erasing everything and starting from scratch. One of the benefits of interactive materials is precisely the recycling of content.
Find out how to transform static content into interactive content and use it in your Content Marketing and Digital Marketing strategy in this post.
Let’s talk about the following items:
Want to know more about how to use these techniques and their advantages? Keep reading!
What is interactive content?
Interactive content is content in which the public participates in the construction through elements of interactivity. It is usually produced and promoted with the help of some tool, such as websites or applications.
The ideal is to work with those that allow you to create materials without the need to work with codes and programming and that preferably store and provide collected data for further analysis and A / B testing.
Another characteristic that needs to be observed when choosing interactivity tools is the integration with other tools, such as CRM, email marketing, search tools, etc.
One of the most respected and well-known on the market is the ion, which offers all the features we mentioned earlier, in addition to more specific ones.
Regardless of whether the content most used in your marketing strategy is static or dynamic, they need to make sense to the audience. However, dynamics need to be produced with extra care and inserted into a sales funnel.
That’s because interactive content, to get the best out of your concept, first need to be concerned with bringing an answer to the customer.
Direct advertising of the product or brand can keep away those who want to interact with the material.
We will address this and other content characteristics with interactivity and show their difference to static ones in the next topic.
What are the differences between static content and interactive content?
Static contents are those in which communication is already ready from companies, with no opportunity for the audience to build a story or a single solution together.
Comparatively, while interactive content is a dialogue, static content is a monologue, in which only companies have a voice. And it is only by listening – and almost never speaking – that people have preferred to consume other forms of content, such as interactive ones.
In a well-defined Content Marketing strategy, it is recommended to use interactive content in different stages of the funnel, reaching the audience in different ways.
This practice avoids associating interactivity with any specific stage of the funnel, with those used in stronger sales tactics.
There are several interactive materials, such as ebooks, infographics or quizzes, that fit better in each stage of the funnel, according to its purpose.
In addition, the most relevant metrics in materials of this type are number of interactions, number of shares and retention time. Number of conversions and sales, among others, are not recommended.
This is because people are (even more) looking to move away from forced advertisements and are increasingly interested in content produced in a more “natural” way.
Thus, promoting sales right from the start would drive interactions away with potential customers who are interested in the content. In addition to disliking being involved with clear advertising, many are also afraid to disclose their data or opinions to companies, especially on a first contact.
What are the biggest benefits of interactive content?
Even with certain care on the issue of product exposure when creating interactive content, the other characteristics of this type of material overcome any difficulties that may arise.
That’s because interactivity allows consumers to pay full attention while engaging with that material. Currently, this is one of the biggest desires of companies and advertisers when it comes to audience retention.
The search for attention is becoming a serious problem not only in marketing, but in all sectors of the world today. After all, in 2020 alone, it is estimated that each person produces 1.7 MB of data per second.
To give you an idea, static content like blog articles get people’s attention for only 37 seconds, on average, according to a survey by NewsCred.
Furthermore, it is human nature to be more interactive than passive. People like to communicate and interact. An interactive marketing strategy makes leads more interested, more engaged and much more likely to buy.
According to a survey carried out by ion, 96% of marketers believe that interactive content positively influences a consumer’s shopping journey.
But the biggest benefit is being closer to the “heart” of consumers. The fact that people avoid giving their opinions or providing data when faced with advertisements or advertising created gaps in some information for the companies’ marketing sector.
Consumer behavior and how he thinks is best captured through interactive content – even more so than in interviews and surveys.
And with this data captured, it is possible to apply it to Content Marketing and Digital Marketing strategies, providing even more improvements to the public.
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What types of content are considered interactive?
Materials that can have some type of interactivity and are often used in Content Marketing strategy are quizzes, calculators, disputes, photo galleries, infographics and ebooks.
The choice of the best formats depends on the marketing plan, the public and the market niche in which it operates.
An example of successful use of this type of content was the 70% increase in BloomReach’s conversion rate when creating a quiz about a dress.
Regardless of the chosen format, the inserted content must, first of all, try to solve a problem of the persona or entertain him and only then show the brand.
This is not an exact rule. The Center for Arts and Tecnology used interactive landing pages to boost your conversions. The result was a difference of 4% to 19% after using the technique.
Citrix also identified problems with its campaigns through interactive content.
By focusing his pieces on more specific niches, he achieved up to 756% increase in conversions on one of the pages of his A / B test.
Caring Bridge ran campaigns via Google Adwords and Facebook Ads. Using interactive elements, he discovered two different audiences. Content optimization increased conversion by 100% on Facebook.
How to transform static content into interactive content?
We know that creating content for an audience that can be easily distracted is not easy. In addition to all the steps to produce it (planning, execution, monitoring, etc.), the fight to get the public’s attention is constant.
And it only tends to increase, with the Digital Transformation and the arrival of new social networks and new applications.
However, it is possible to take advantage of what has already been produced, whether this content is static or not, to create ways to interact with the audience and better understand it, bringing it closer to the brand.
The first step is to open yourself up to the possibility of transforming old content into something totally new. We are often stuck with what we already see and can’t even imagine how something could be otherwise.
Interactive content allows marketing to have instant responses on a given subject and changing it to something entirely new is beneficial to consumers.
Thus, research can become interactive infographics and bring more relevant data than static content that presents a panorama, for example. The important thing is to look for materials that have the potential to become interactive.
Then, one must try to understand the objectives not only of the static content in question, but also of the users, who often make choices that marketing would not even imagine – one more benefit of interactive content.
Although it seems like a long and complex process, it is possible to shorten this path when it comes to producing new materials.
There are several templates on the market already available to facilitate and simplify the process. They are not a fixed map that must be fulfilled to the letter, but a basis for experimentation.
The biggest advantage of these templates is to reduce to almost zero the time that would be lost with details of lesser value for marketing, such as the programming to assemble such material.
Ion works with the Quick Start tool, which allows changes to the design and content without changes to the backend – which remains ready not only for the first version, but for testing and retrofitting the same content.
The reformulation and constant research are some of the main factors that lead to the success of an efficient Content Marketing strategy when it comes to interactive content. The tests were already part of the routine of the marketing sector and now they need to be even more.
To simplify the entire process of adapting these contents, it is essential to have a tool capable of producing interactive pieces and still be scalable. An example of this is the ion tool.
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