People demand a lot from marketers these days.
Marketers aren’t just expected to generate more leads, they’re also being asked to create more engaging experiences that convert visitors every time.
That is, of course, far easier said than done. It might seem like creating these win-win scenarios–when your audience is satisfied with an awesome experience, and you get the lead information you need–is like finding a four-leaf clover. But it doesn’t need to be that way.
Fortunately, interactive content makes a marketer’s job just a little easier. Interactive content is an experience where individuals can participate with the information they’re consuming, creating an immediate two-way dialogue. It can come in many forms–a knowledge quiz, persona assessment, a poll, or a dynamic ebook or whitepaper with questions layered in.
Not only is interactive content quick and fun for prospects to interact with, it’s proven to be effective. The average reported metrics from SnapApp users include a 30% click-through rate, 85% completion rate, and 45% lead conversion. And, perhaps best of all, it can be fully integrated with your digital or engagement marketing platform.
Here are four easy steps to get started with interactive content:
This first step requires some big-picture thinking. Before you get into the specifics of creating an interactive asset, determine what you’re looking to get out of it. Are you looking for better engagement from new visitors and early-stage leads? Or are you looking to weed out lesser qualified leads? Maybe it’s re-engaging dormant leads in your database?
Your objective(s) will help shape the content experience. If we look at how Paycor, an online payroll solution, strategized their interactive content, we can see a funnel-based approach:
Paycor created three specific pieces of content for every stage of the funnel to accomplish the following goals:
- Engage new leads with a Department of Letter (DOL) calculator that reveals how they could be affected by new regulations.
- Learn more about leads and their individual work habits and time spent on processes with a time savings calculator where prospects enter their information.
- Guide late-stage leads to the most fitting solution by asking them specifics about their company size and top priorities.
It’s important to consider interactive content as a part of your larger content strategy and its goals and objectives. Because interactive content is a newer medium, it can be helpful to use a planning guide and campaign outline as a springboard to get started.
2. Determine Your Content Type and Theme
Another key starting point is understanding subjects and themes that resonate well with your audience. After all, regardless of what segments you’re targeting, they are simply made up of walking, talking people who have a broad range of interests, even outside their industry (gasp!).
Once you determine the different topics that will engage your target audience, you can move on to choosing the specific content format and theme of your interactive content. As we saw above, calculators and product pickers are options to Go to the full article.