Learn how to extract valuable data through the production of interactive content – WAU
The use of interactive content for data capture is an extremely valuable practice for the marketing department. In addition to facilitating persona engagement, interactivity is an element that facilitates the mapping of your journeys and differentiates the experience offered by your brand.
Widely debated in all commercial sectors, the use of data to improve business intelligence is a subject that every marketer is already used to.
By using information that indicates consumer behavior preferences and trends, it is easier to reach them efficiently, and interactive content plays an important role in this.
If you have some knowledge in Content Marketing, realize how the concept has even more value in this approach.
After all, everything revolves around offering a qualified experience to the audience, which is only possible from an in-depth knowledge of its characteristics. So, getting this data is critical.
The interesting thing is that, just as the collection of information optimizes the production of qualified materials, the creation of interactive content enables the extraction of even more data, working as a two-way street.
Want to know more about it? In this text, we will address:
Keep reading and check it out!
What is the role of interactive content in data extraction?
A user’s experience on the internet is marked by his interaction with digital elements, either through clicks on websites, or through likes left on social networks.
Digital Marketing professionals have long identified this movement as a potential to optimize the understanding of their personas.
It turns out that, as content consumption becomes more widespread, people become more discerning about the materials they spend their time with.
In other words, the mission of engaging the audience and, with that, getting permission to access their data, is hampered. Thus, it is necessary to follow the trends and optimize the strategy.
In this scenario, the creation of interactive content has proved to be an extremely beneficial practice to engage consumers.
This is clearly noticed by the marketing teams, as pointed out by the study The Symphony of Connected Interactive Content Marketing.
The survey, carried out with more than 20,000 professionals in the field, chosen at random, shows that 87% agree that the use of interactive content, instead of static, is beneficial to win the attention of visitors.
By itself, this generates relevant insights for understanding consumer behavior and strategy optimization.
The importance of this approach in the context of marketing 4.0
Understanding the concept of marketing 4.0 is essential for any professional working in the current scenario, marked by the constant development of digital transformation.
This understanding involves observing the demands made by the modern consumer, which, in addition to personalized experiences, requires the humanization of brands.
As it is at the top of the market chain, your potential customer doesn’t want to be treated just as another business opportunity, as well as it does not want to deal with companies that behave as a point apart from the surrounding community.
This implies the creation of humanized relationships, made possible with the opening of dialogues with the audience.
Therefore, when your content gives the reader the possibility of interaction, he, even for a moment, sees your brand as something he can relate to. The increase in confidence and the inclination to engage is therefore evident.
In addition to facilitating the subsequent conversion of leads, this movement generates essential actions for you to follow the public’s behavior. Every click matters.
In the next topic, we’ll talk more about the types of information you can extract from this approach. Read on!
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Understand why making interactive content for your strategy
What types of data can be extracted with this strategy?
It is common for people, when talking about extracting data left by users, to associate the practice with obtaining contact information.
In fact, interactive landing pages are excellent tools for you to encourage visitors to share data, such as email address, name, profession and more.
However, it is not only this type of data that we are dealing with when we talk about the use of interactive content.
Basically any kind of insight can be obtained, provided appropriate practices are used.
Imagine, for example, that you make an interactive infographic on a topic that is very relevant to your business.
At any given time, you can place an interactive quiz within the infographic. If the reader marks the wrong answer to the quiz, he will be informed and educated right there.
If it is a very common mistake among visitors to your site, you can return the efforts to educate the market in this area and, thus, make them more mature within the strategy – to know the solution that your company offers.
For it to be successful, it is essential that the concept extends to all channels that you use to communicate with the persona.
In an email marketing campaign, you can encourage the recipient to respond to the message, providing the type of insight you define. This works even in cases of cancellation of the list.
How do you know, it is essential that your nutrition campaigns make life easier for the user if he wants to stop receiving his messages.
If it reaches this point, a simple questionnaire asking the reason that led you to such a decision will generate a greater understanding of the public’s motivations, optimizing the strategy.
So, in addition to basic data, such as contact information, interactive content promotes deeper insights that help your team understand the persona’s pains, motivations, needs and desires.
In the following, we will present some practical examples for the implementation of such a strategy.
How to implement this idea in practice?
Up to this point, you already understood that the use of interactive content is linked to several benefits for the company, right?
In addition to facilitating the capture of leads, the practice improves the image that the public has of your brand, increases the engagement and reach of your publications and, above all, improves your efforts in Data Science.
However, more than understanding the concept, it is necessary to know how to apply it in practice, and that is what we will dedicate the rest of the text to.
Interactive landing page
To begin with, one of the materials that can most benefit from the introduction of an interactive approach is the landing page, the page responsible for capturing the contact data of visitors, turning them into leads.
To illustrate, imagine that you structured the page and did a perfect job in SEO to attract your persona.
There, the user finds the standard format, usually consisting of an image, an offer of some valuable material and a questionnaire to be filled with data chosen by you.
If they fill in, great.
However, it is necessary to consider the possibility that the visitor, although interested in the material, does not trust his brand enough to leave information. If this happens, it is very likely that he will end the visit without becoming a lead.
What does that mean? Your attraction campaign is good, but the landing page lacks something else.
Now, consider that, in addition to the elements already mentioned, the page has links to other areas of the website, such as the one that presents the testimonies of other customers and the one that describes the company’s differentials.
In addition, a quiz can test the visitor’s knowledge of the subject, indicating whether he fails to answer.
Another option is to use the questionnaire to better understand the client’s motivations and even extract information about his demographic data, such as the example shown below.
In addition to facilitating the customer’s understanding of their own problems and the performance of their brand, this practice, under close eyes, generates valuable data.
As treated, the answers given in the quiz, for example, indicate whether your audience still needs to be educated on a certain subject, or whether it has already advanced on its journey towards the bottom of the funnel.
The use of other interactive content
The diversification of the content explored is essential for the effectiveness of your brand’s digital presence, so it is important to create different formats of interactive materials.
So, in addition to investing in the interactivity of landing pages, it is necessary to adopt the same view in relation to other elements that influence the customer experience.
In this sense, it is inevitable to mention interactive videos, which have a high power of engagement and can serve to educate, entertain and attract consumers.
A successful example is the campaign carried out by Honda to promote the Honda Civic, a car known abroad as one of the favorites for family use.
The idea of the advertising piece, in addition to engaging, was to convey the idea that, in addition to being practical and comfortable for everyday functions, the car has a high performance engine.
To represent this duality, the automaker developed a video that shows a father performing the simple task of picking up his daughters at school.
The magic of interactivity in the video is as follows: every time the user presses the letter “R”, all the elements change, simulating an alternative reality in which the same character, instead of being banal, is an undercover police officer.
It is an authentic and differentiated experience, which has generated incredible results for Honda.
According to the company, page visitors spent, on average, three minutes watching the material, which is above the standards of the auto market.
This reflected directly in the number of hits to the Honda Civic page, which simply doubled during the period the campaign was released.
Using interactive content is a way to invest in capturing valuable data for marketing.
In addition to engaging visitors and strengthening their relationship with the brand, this practice encourages them to share their contact information and facilitates the tracking of the experience, which generates essential insights for optimizing the strategy.
How about continuing your learning about interactive content? For this, get to know our ion tool – a platform for creating interactive pieces of high engagement. Check out!