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    ▷ What is an interactive map and how to use it in Content Marketing strategy – WAU 2020

    What is an interactive map and how to use it in Content Marketing strategy – WAU

    Interactive maps allow you to embed a map on a website. It is not just a road map, but it can also be an image or a diagram. With this type of content, visitors have an incredible experience of engagement.

    For a company’s Digital Marketing actions to be carried out efficiently, it is important that its processes are well structured, and that includes defining which channels will be used.

    Interactive maps are an example and, if you still don’t know how they can be used in marketing, continue reading this post.

    This year’s Digital Marketing trends point out that increasing interaction between people and companies is one of the biggest bets, so that interactive content can’t be left out.

    So, in this article we will show you:

    Shall we go ahead?

    What is an interactive map

    Interactive maps allow you to embed a map on your website. It doesn’t just have to be a road map, but it can also be an image or a diagram, for example.

    What makes it interactive is the fact that people can click with the mouse, if they are using the desktop, or touch the screen, if they are using a cell phone, to enable its features, such as:

    • informative photos and texts;
    • playing videos and audios;
    • links to other content;
    • forms;
    • different directions according to the form responses.

    How interactive maps can be used in a Content Marketing strategy

    The purpose of Content Marketing is to attract the right audience and engage them in order to generate greater business opportunities. The main tool of this strategy is the content, which can have different forms: blog posts, ebooks, infographics, among others.

    Thus, making use of interactive content makes this experience more interesting, enjoyable and fun. Let’s look at an example of how interactive maps can do this within Content Marketing.

    Imagine that you want to produce funnel-bottom content to make your website visitors better acquainted with your company. For this, an interactive map can be used so that people take a virtual tour of the organization and check information in the most diverse media formats (text, video, audio and images) during access.

    The advantages of an interactive map

    There are benefits that interactive maps generate when they are inserted on your company’s website, and we will list the main ones here.

    Better browsing experience

    Generally, one of the goals of a business website is to keep visitors browsing it as long as possible, right? Good, interactive maps play this role.

    After all, once the person starts to explore the map, their interest in navigating it will be greater, which will make them stay longer on the site.

    More complete visitor data

    In addition, interactive maps can collect information that is of paramount importance to the marketing team, especially in lead generation.

    Rich static materials like ebooks and infographics are commonly used to get leads, since the visitor, to download the material, fills out a form.

    Take the example of a travel agency that would like to know about the tourist interest of your leads. The form can include fields such as:

    • which place would you like to go to;
    • what I would like to do in that place;
    • name three places you would like to visit there.

    An interactive map can make the lead conversion experience much more interesting, as, as the person explores the map, fields may appear that say:

    • click where you would like to go;
    • tell me what you would like to do in that place;
    • zoom in and click on the places you most want to visit to find out more about them.

    Higher chances of converting into sales

    The intention of marketing in generating leads is to take them to the sales team to convert them into customers. And for that, the more information is collected from the leads, the better.

    Interactive maps generate reports of all the involvement of the person who accessed it, and this data can be extremely important for sales.

    After all, let’s assume that a lead has shown interest in certain points on the map when interacting with them. This information can be used by the seller to better understand what he wants and, thus, carry out a more appropriate business process.

    How to create an interactive map

    The first step in creating an interactive map on your website is to define the goals that must be achieved from it. Like marketing strategies, this planning is essential for the implementation to be successful.

    The next step is to determine the tool with which the map will be made. Here we list two that make this type of creation possible.

    Google Maps

    Google Maps is dedicated to queries and generation of geographic maps, being a widely used resource to show the physical location of companies.

    This insertion is done in a very simple way. First, you must enter the desired address in the search bar. Then just click on “share” and put the displayed HTML code on your website.

    Google Maps

    ion

    Ion is a solution for creating interactive content in general. So, if the need is to create a more specific map than a simple geographic map, this is the right option.

    To find out how ion can be used to create interactive maps, you need to request a demo of the tool. However, we list below some examples of maps made on it.

    What are the examples of interactive maps

    BASF

    One of the ideas applied on the BASF website via ion was to allow visitors to create a virtual coastal park with the intention of protecting the Red Hook neighborhood from natural storms. The interactive map makes people explore the park through the website.

    BASF interactive map

    UBM

    With the arrival of London Technology Week, the UBM team turned to ion to create an interactive and fun experience on their website.

    In it, the interactive map allowed site visitors to take a virtual tour of the event, including in real time.

    Interactive map made in ion

    As you can see, interactive maps are very effective in engaging audiences within a digital strategy. However, their efficiency is equally great at the time of conversion.

    After all, a marketing strategy is not only meant to attract, but also to arouse people’s interest in your company’s offers and make them make the purchase decision, right?

    Therefore, using interactivity to give your contacts information that will help them buy your product or service based on their needs is very important.

    And so that you know how it works, learn all about the ion interactive tool and see how to apply it to your strategy!

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