What is going on in the content marketing space is constantly evolving. Staying on top of what is happening should be a full-time job in itself. I subscribe to more content than I can consume - newsletters, blogs, podcasts, and YouTube channels and these are just for education on content marketing - let’s not get into the food pages I follow. I am a content marketer and I am overwhelmed with content; imagine what it is like for our customers.
It is so important for us, as content marketers, to create more personalized, quality content for our audiences and deliver it to them at the right time in their journey. Maybe I am a little bias here but I strongly believe that the best way to do this is by adding interactive content to the our content strategy. And, I really believe that over the next year, our customers will expect more interactive content than they did in the past.
So, maybe you’re thinking that I am saying we should all abandon creating static content altogether and focus solely on interaction based content pieces but that could not be further from the truth. We have found the most success when interactive content works with a static companion piece.
Where Does Interactive Content Fit Into Your Content Strategy Right Now?
Before we start looking at what type of interactive content we should create, we should determine where it lives in our strategy. Let’s think about our customers and how they may end up on our content first. Did they access it from a social media post or a link on our blog? Was there a banner ad that they stumbled on in search or was it shared with them by a friend or colleague? These are important pieces of information that can really shape what type of content the user sees next.
When we are discussing overall interactive content strategy with marketers, the first step in the journey is to get them to really think about the traffic they will be driving to this experience. Usually it starts either via email or social which is a great place to share infographics, quizzes, assessments, or white papers; content pieces that are strong in both early and mid funnel buyers. Each piece of content can push the user to another piece of content such as an infographic to a white paper then to an assessment and then a product configurator a finally a pricing sheet. A strategy such as this places the user on a complete journey and the education they would receive from interacting with these content pieces will make them a more educated customer.
What is the Future of Interactive Content
Interactive content has nowhere to go but up. It’s usage is increasing, we saw that in this years CMI Report on Interactive Content - 79% of marketers plan to increase their usage over the next year. And it is no longer just for the big guys. Enterprise level marketers found value in interactive content as a way to educate and better segment their audiences based on pain points and need. But smaller businesses are looking to interactive content as a way to engage their audience too. With more and more passive content being created, audiences are looking for content that is more personalized and educational. We have been seeing more interactive content weaved into static pieces such as blogs - think polls and simple quizzes. Embedding interactive content elements into static content pieces is a great way to dip your toe in the water rather than jumping head first into interactive content.
Over the next year, we are absolutely sure that more and more marketers will be stepping into the interactive content space and we can’t wait to see what they create.