Have you ever stopped to consider how a lot content material is accessible on-line in the present day?
There are motion pictures, sequence, books, movies, gifs, texts, infographics, quizzes. In this myriad of choices, who wins the interactive vs. static content material contest?
Spoiler: the chances are on the interactive content material’s facet. But let’s not get forward of ourselves.
In the article to come back, you will perceive all in regards to the new context for Content Marketing. We are going to elucidate the next matters:
Curious sufficient? Don’t wait any longer to seek out all of the solutions!
What do information say about interactive vs. static content material?
Let’s be very simple about this: According to a survey by the Demand Gen Report, the chances are on the interactive content material’s facet.
Among the interviewed consumers, 91% mentioned they like interactive and visible content material to plain static materials.
In the battle for the buyer’s consideration, quizzes, assessments, 360º photographs and movies, and calculators are profitable at reaching the primary purpose of any advertising technique, digital or not: participating the shopper.
Interactivity is proving to be one of the best instruments in educating the buyer about new merchandise, elevating your model’s consciousness, in addition to getting individuals engaged with it, and most significantly, producing new leads.
Before we clarify why that is occurring, it is essential to make some distinctions and make some issues clear.
What, precisely, is interactive and static content material? What are the variations, and which function is every of them taking part in in Digital Marketing in the present day?
Want to know extra about that? Read on!
What are the benefits and downsides of static content material?
Static content material consists of all the fabric in your digital portfolio that mainly by no means modifications: a social media profile (not the feed), ebooks, a non-personalized touchdown web page, a social media or banner advert, and a pre-recorded webinar.
The important function of all these merchandise is that they’re solely authored and created by you, with no enter by any means out of your potential lead.
Once you’ve gotten uploaded it, it is there, unchangeable, except you exchange it with new static materials.
Does that imply static content material is all dangerous? Not actually. It has its benefits: it normally doesn’t take lots of time to create; it is straightforward to manage, promote, or convert into one thing else (the facility is all yours!); and, typically, it comes at an inexpensive value.
But have you learnt what it additionally is? Boring.
Once your lead accessed it, there is not lots of motive for them to ever come again and go to you once more — it is a one-time deal.
And most essential, it is not a dialog, it is not participating, or involving. Simply put, it is a one-way communication software in which you mainly speak right down to your shopper with what you need to say or promote.
And let’s be trustworthy: no one likes to really feel talked right down to.
How is interactive content material totally different?
That is the place interactive content material is available in.
It bridges the hole made very clear in this analysis, which identified that 92% of entrepreneurs suppose the content material they produce feels genuine to customers, whereas solely 51% of the individuals focused by this content material agree with that.
Interactivity, however, feels much less like a bunch of data or promoting factors being shoved to somebody than an invite to dialog, to play, to create one thing collectively.
Per its personal definition, interactive content material calls for the buyer’s lively participation, which means they should have interaction. And by doing that, they really retain and assimilate what you are attempting to convey.
At the identical time, it permits the person to really feel freer, to comply with their path and make their very own selections whereas responding extra.
Consider a 360º picture or video of a brand new retailer structure, for instance: it invitations the viewer to get to know this area, however making their method, taking their time, specializing in what they’re extra fascinated about. It is simpler and enjoyable.
It’s not a coincidence that, based on Ion Interactive, interactive content material will increase the retention of name messages by 79%, and in 80% the submission charges.
It is additionally 81% simpler at attracting the purchaser persona’s consideration. A CMI survey amongst a number of Digital Marketing professionals revealed that 66% of them attested to a rise in engagement after they began utilizing interactivity.
Do you desire a good instance of the effectiveness of any such content material? Consider your shopper is launching a brand new product in the marketplace.
The identical CMI Report mentioned that making a sport is one of one of the best instruments to boost consciousness within the early levels of one thing that also must be found.
A sport is extra more likely to be shared. It reaches a vastly new and hip viewers, it is extraordinarily mobile-friendly, and it’s enjoyable. Apps are far more enjoyable than webpages.
Interactive content material helps educate your viewers, however it should additionally provide you with a bump with search engine marketing: interactive-friendly web sites, which handle to extend the time on web page, is an essential rating criterion utilized by search engines like google and yahoo.
So, earlier than turning all that statistic information into one other e book, how about an interactive infographic as an alternative?
Most importantly, although, interactive content material will provide help to with one of an important elements of any advertising technique: it gives you an ideal software for persona optimization.
You know when persons are answering these quizzes and character assessments at Buzzfeed or Facebook?
They are literally telling you who they’re. And in the event you use these instruments appropriately, you possibly can have individuals let you know precisely what they need, what they like or don’t like, and what they count on from you.
The solutions they offer will permit you to create personalised touchdown pages and e mail advertising, in addition to a number of calls to motion.
Now, after all: interactivity is not a magic trick that can clear up all of your issues in a single day.
As with any advertising software, it calls for a superb technique and a superb crew that is aware of what they’re doing, and the place they need to get.
Does that imply all my outdated static content material is ineffective now?
Of course not. First of all, static content material is not lifeless: a superb steadiness between static and interactive is important for any digital technique.
Second, most static content material might be transformed to interactive.
Now that you already know the place your technique stands within the interactive vs. static content material quarrel, it’s time to get hands-on and see for your self. Request an Ion demo and see what our software can do in your content material advertising technique!