In order to attain business goals, many marketers have to keep their engines constantly running. They will never run out of things to do – tools and technologies to master, campaigns to run and analytics to check. Despite all of this, a recent study has shown that a heaping 78% of B2B marketers state that “generating more leads” is the biggest challenge they are currently facing.
In order to face this challenge, it is necessary for business to create interactive content into their overall strategy. Interactive content is a content that requires the participation and engagement of the audience. This content will give them the opportunity to be included in the conversation instead of just being onlookers. In return for their participation and engagement, participants will receive real-time, relevant results that they care and pay attention to. In short, interactive content is smart content that incorporates assessments, benchmarking tests, interactive infographics, as well as old standbys like polls, surveys, and quizzes.
Related: The Benefits of Interactive Content Marketing
There are immense benefits that business obtain from incorporating interactive content to their content marketing strategy. Here are the three benefits that stands out the most:
What makes a great business person is not only the ability to make sales but also the ability to listen and dialogue with the target audience. Interactive content gives businesses the opportunity to have real conversations with their audiences. Incorporating interactive content will benefit Businesses in getting to know the customer’s specific interests, pain points and challenges. Communication-inspiring content delivers more value dramatically and is massively scalable as well.
After establishing communication and dialogue with the target audience, it is important to deliver the message the business wants to send with clarity. Delivering value to customers is one of the most important mission a business should have. Interactive content allows businesses to personalise and customise different experience for each user, and deliver specific information in regards and based on that specific user’s needs, pains, or challenges. But a true exchange of value goes both ways – interactive content needs to deliver value to businesses too.
The value businesses obtain will be specific and actionable data from their audience, which can then be organise within their marketing automation. Target audiences happily provide deep insights into themselves while they participate in the interactive content. Providing profile information which can be curated into target personas or customer avatars for lead scoring and triggering campaigns, and creating better, faster MQLs.
Traditionally, content is shared one-way and does not contribute to inducing engagement. Despite it being able to portray thought leadership and value proposition, old ways to deliver content is just not appealing. Interactive content can help in slicing and dicing informations and messages into bite-sized, comprehensive and consumable pieces.
It is important for you to help audiences in digesting difficult or complex ideas by making the content visually pleasing and entertaining. This is also effective to get audiences to be invested in its process. Business may already have compilation of content that they want to share, it will be wise for businesses to not waste their time and make all that content of interactive and engaging.
Businesses should start experimenting with interactive content. In time, they will see for themselves the increase in engagement and response rate from their audiences!
Related: Interactive Content Marketing Using Instagram Stories!
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