This isn't a news flash; this is the stark reality of content marketing. And as marketers, you can relate to the pressure of battling it. However, with content fatigue nearing a peak, how do you engage prospects and keep the lead generation graph traveling upwards? Go Interactive!
Interactive content marketing is a growth hack that is gradually gaining momentum among marketers. It results in more leads, better engagement, and higher conversions. Here's what the 53% of marketers who are already using interactive content have experienced:
Awesome! But does that mean I completely ditch my existing content?
Not really. While creating unique interactive experiences like calculators and quizzes can help you create a custom branded collateral, you can also repurpose your existing content pieces to make them interactive.
Let’s understand how you can reincarnate your old content pieces to give them the midas touch of interactivity.
Newsletters - Newsletters are integral to the mailing campaigns of almost any brand now. While some use them to keep in touch with their audience, others treat them as core marketing collateral. However, in both cases, the key challenge remains the same – getting people to open and interact with the newsletters. Spam filters are a harsh reality of our times and getting through them is a task in itself. In most cases, your audience has signed up for your newsletters, so you can easily bypass this issue. But the challenge of engaging them still persists. A good way of dealing with this is by making newsletters interactive. One way is to add animated GIFS, videos, and rotating carousels. Another way is to make the navigation interactive. Use CSS to hide and/or display menus. This technique is popularly known as Accordians. It is also important to add value to every email you send. There should be some takeaway for your prospects. You can add a simple quiz, poll, or calculator to your email which answers your prospect's most pressing questions. It increases the click through or opening rate of the mails. Probably this is why interactive emails are trending hot.
Landing Pages - The average landing page conversion rate is 2.35%. However, by using interactive content you can optimize your landing pages to convert better. VenturePact, a SaaS firm, hosted a mobile app calculator on their landing page. This resulted in a click through rate of 66%. What's more? The conversion rate stood at a staggering 40% and VenturePact got more than 11K leads from the calculator. Adding a calculator or even a quiz on a landing page of, say, an ebook can improve the average time on page. Besides, it can help lower the bounce rate and get people genuinely interested in what you have to offer. Some interactive experiences that can be a part of your landing page are calculators, quizzes, polls, and surveys.
Now is the age of the customer. Here, two-way interaction weighs over blatant promotion. Thus, interactive experiences can help your brand connect with prospects at a humane level, engage them better, and ultimately improve conversions.