Main challenges when using interactive content in your marketing strategy and how to solve them – WAU
Interactive content is generating interest in companies that want to have deeper contact with their customers and prospects, mainly for the benefits it brings. Ignoring the challenges of this implementation can even rule out the chances of success that interactivity can provide to marketing and sales.
O interactive content is extremely beneficial for a Content Marketing strategy, as long as it is well applied and planned.
One of its biggest advantages is precisely in providing data that improve the planning and implementation of new strategies, more adjusted to the wishes of the company persona.
Increasingly, marketers are betting on this content model, despite the possible challenges that their insertion can bring during the process.
To help prevent these problems, we have separated some difficulties that can be encountered and give tips on how to solve them in this article. For this, we will go through the following topics:
If you are interested in avoiding obstacles to using interactive content in your company, keep following!
What is interactive content?
Interactive content is any format of material that allows some type of interactivity between him and the user, creating unique situations, based on the responses prepared by those who interacted with the content.
Among the possibilities of tools that can be used as interactive content for a content strategy are quizzes, calculators, tests, assessments, ebooks and infographics, among others.
The choice of which format or mix of formats is ideal for the deployment depends on the market niche, persona, products and services offered and available budget.
Regardless of the choice, interactive content needs to be aimed at the public, leaving the company in the background.
Why is interactive content important for Content Marketing?
One of the main reasons for the success of interactive content is that people are naturally interactive and love to talk about themselves.
Like this, interactivity can be used to attract the attention of the public, who are already tired of traditional advertisements – the emergence of ad blockers is there to prove it.
The popularization of ways to create content, such as social networks and electronic gadgets, allowed people to feel more free to share their daily lives and their way of seeing the world.
But the amount of data shared at all times has created a problem: people’s time remains the same 24 hours. How to deal with excess information and filter what is important?
In this dispute for attention, companies ended up losing, because people are preferring to spend more time on social networks, observing what the contacts are doing.
Marketing was finding it difficult to continue showing products and services in a way that captured the public’s full attention. However, the way out was in engagement.
And one of the solutions is to bet on interactive content.
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What are the main challenges when using interactive content in marketing?
As with any change, there are challenges that must be overcome if the new method or strategy is to be successfully implemented. Inserting interactive content into a marketing strategy is no different.
Some of these obstacles are common and even natural for those who want to use interactivity to get closer and better understand their audience.
So we are going to show you some of them and how to solve them.
Make interactive content work, predicting consumer behavior
Marketing is looking for ways to get closer and better understand the public, but we must know that human beings have dynamic behaviors and predicting them is an almost impossible task.
Using an interactive content format may not work simply because people don’t want to interact that way, for example.
Although it is not possible to solve this challenge completely, the innumerable information that can be collected through data, using tools such as Google Analytics, already make the strategy margin of error closer to zero.
Remembering that it is not enough to collect, it is necessary to analyze and implement new ideas based on the data collected.
The creation of interactive content requires the adoption of some new Digital Marketing tools.
And because you’re new to your company’s marketing strategy, you also need team training, so they can better understand how it works and how to create content. And that impacts the budget.
As the idea is not to spend more than expected, a Content Marketing strategy that involves interactivity needs to be reassessed in terms of spending.
Cutting some expenses that may be considered superfluous, prioritizing materials with interactive content and remodeling the strategy (creating a more integrated marketing plan) are some of the ways out.
Bearing in mind that marketing strategies using interactive content generally have higher conversion rates (leads and sales), which already helps to balance the budget as well.
Lack of materials on interactive content
Betting on innovation has a disadvantage: there is a lack of materials based on interactive content.
The information is limited and there is little data regarding how to apply it, how to use it in the best way and especially how to insert it into the sales process.
Looking for successful cases outside of London, in which the use of interactive content is already more advanced, is a good way out.
However, the best solution to this challenge is to collect as much data as possible for internal use and prepare training, informing the team about the evolution of the strategy.
Investing in events on the subject is also part of the solution. Thus, producing and analyzing results, it is possible to design materials that are increasingly suitable for the company’s persona.
Produce highly relevant materials
Static content – those that we are used to, that do not have interactivity – allowed more time for testing. In interactive, the audience’s response is almost instantaneous, therefore, the materials need to be very accurate, so that people feel like interacting.
To make matters worse, static content cannot provide the data that needs to be studied to produce better interactive content.
In other words, the risk of producing content that no one interacts with, due to lack of knowledge about the public, is high.
The interactivity tool called ion Interactive proposes the reuse of successful static materials, transforming them into interactive ones.
The possibilities that interactive content can provide for marketing and sales are almost endless.
The challenges of implementing this format in a marketing plan should not become barriers that prevent their insertion, as the experience and the impact they cause on your audience can bring good results to your business.
The greater the contact with interactive materials, the greater the possibility of success of your strategy.
Want to know exactly how you can execute an interactive strategy in your company without headaches? Then learn all about ion, our newest tool!