Interactive Content in the Marketing Funnel
Creating content is one thing; creating engaging content is another. You need to retain your customers after their first visit to your site. More importantly, you need customer engagement to build loyalty and generate leads.
Overall, nearly a half of B2B marketers find that creating engaging content is one of the three most challenging tasks they face in 2014, a survey by the Content Marketing Institute reads. A couple of years later, 60 percent of the respondents say that creation of truly engaging content is their top task. And for a good reason.
Everyone is creating content these days and standing out from the crowd is getting harder by the day. Interactive content can help both B2C and B2B websites in attracting and retaining visitors while finding the right mix for each particular business is still a challenge.
Additionally, creating interactions for the sake of interactivity does not help you much. You need a meaningful content strategy that envisages the use of the most proper content type, in the right sections/pages, and for the right customer.
Source: Content Marketing Institute
You should start by properly placing your interactive content to grab the visitor’s attention and make him wish to explore more. Selecting the right type of interactive content and the right placement spot on your site is just the first step. Once the visitor has engaged in exploring this initial content, you can offer more of interactive content to lead them down the marketing funnel.
As you can see from the picture above, interactive content is not that effective in “sealing the deal” but works quite well in the beginning and the middle of the marketing funnel. However, you should not concentrate only on its type but on the topic/area you want to cover because that is what decides in which phase of the funnel your content belongs to.
Squeeze the Most Value Out of Your Interactive Content
Expecting that interactive content will increase time on site and retain visitors just by being there is a huge mistake. Interactive or not, content needs to appeal to your target audience to actually be effective. Otherwise, you are just throwing your money down the drain.
Another feature of interactive content you should utilize to the utmost is the possibility to interact with your customers in real time. So, if you are doing something like a live webinar and the chat starts to get active, us that chance to respond to the comments to keep the audience engaged.
Last but not least, use marketing psychology by taking advantage of methods that create urgency for action, provoke visitors’ curiosity, and force them not to miss an offer. Whenever you try to get your prospects interested in your interactive content, always keep in mind that people tend to react more on the fear that they are going to lose something than on the ability to gain something.
Off You Go
Thinking visually is a must as interactive content offers great opportunities to represent a lot of info in a visual way. Make it fun and engaging while incorporating the desired message you want to convey.
Besides the visuals, don’t forget to ensure that the interaction with the content is easy and intuitive. You don’t want to waste money on creating interactive content just for your audience to bounce because they got stuck while using it.
Despite being slightly more complicated to develop than your standard blog post, interactive content offers many benefits and it seems it is here to stay. It is as good time as any to give it a try.