Win More Customer Engagement by Adding Interactivity to Your Content Marketing Strategy
Anyone even remotely involved in marketing knows that customer attention is a hot commodity. Every one of us has been a “skimmer”—eyes darting from content to content, resting on only the most engaging headline or visual.
How does a B2B organization compete for and win a customer’s attention in a space crowded with similar-sounding content that makes it difficult to stand out?
The answer? Go interactive with your content marketing strategy.
Why Interactive Content Works
Content is about so much more than copy, and the opportunities for expanding your content strategy are immense. Interactive content opens up a whole realm of possibilities for not only capturing the attention of potential buyers but getting them to consume and act on your content.
And if you think about it, interactivity is more in line with human nature and how we behave, especially in today’s technology-driven world. Consider mobile use, our interactive nature as people, and simply the sheer quantity of content bombarding us each day. It’s no small wonder why interactive content is more effective at capturing attention.
Buyers are looking for interactive content to help them make purchase decisions, and B2B organizations can gain key customer insights from different interactive content.
It’s a win-win—now here are 5 easy ways to get started today.
5 Ways to Add Interactive Content to Your Content Marketing Strategy
Polls and Surveys: While polls and quizzes may call to mind a Buzzfeed-type strategy, these forms of content can be very effective for B2B marketers. They present a great opportunity to learn more about your customers through questions that draw out their opinions, needs, and preferences. A clever topic with the right questions can:
- Attract and engage
- Position you as a brand that listens
- Allow you to gather key data
- Provide information about your audience’s habits and challenges
- Give your customers insight into what other customers are saying
Infographics: We already know infographics are effective in communicating sometimes complicated information in a very visual and easily digestible way, so take your infographic a step further with animation and interactivity.
In this interactive infographic about working from home during the COVID-19 pandemic, users can click around the image to learn helpful tips for better posture, productivity, and overall health.
Videos: There’s a reason nearly every social platform offers live video, with Instagram’s Reels the latest immersive way to share. Video has become a hugely successful content format and a way for B2B marketers to add significant value to their brands. Incorporating pop-up questions or calls-to-action within the video not only gives the viewer something to do beyond just watching, but it provides you with measurable data.
Guides: You can’t go wrong with a highly-visual presentation of information. Take users on an interactive journey to answer a question or get information that otherwise would have been bullet-point text and paragraphs of copy.
Calculators: Have complicated, mathematical information you’re trying to convey? The answer is simpler than you’d think: use a calculator. Marketers are often turning to interactive calculators to help users get answers to number-driven questions.
We’re not suggesting you replace tried-and-true “static” content, but it’s important to ask yourself if you could be pushing your content marketing further to cut through the content noise and truly stand out.