Stronger Inbound Marketing With Interactive Content: How to Get Started. Creating Engaging Content for Inbound Marketing with Interactivity Marketers are discovering that adding an interactive element to their inbound efforts is a simple way to create interesting, engaging content for inbound visitors that cuts through the noise. By transforming inbound marketing assets into experiences rather than static pieces of content, marketers are reaping the benefits of higher conversions rates, better scored leads, and greater ROI. Because it puts the user in a position to actively learn and engage with the material, that person will have a deeper, more intrinsic educational experience – making the content stick better, too. By using multiple interactive content formats, marketers are able to create more touchpoints that offer better customer insights for the sales team. Before thinking of creating all new content from scratch, often repurposing existing static content is the best approach for both bandwidth and getting the most out what you already have. Diversify the Content Once you’ve identified how and what content will be part of your interactive content integration, you’ll need to consider how you’ll keep the material diverse and interesting for the user. In three simple steps, you can start down the path to creating more powerful inbound marketing materials that engage your audience and create a more interesting and insightful experience for both parties. However, starting with baby steps and repackaging your existing content, you can create valuable interactive content that takes this strategy to the next level – and drives ROI, too. LeadREV makes transforming PDFs into interactive content simpler and faster than ever before, and is a great way to get your feet wet with the new medium.
You’re probably already familiar with inbound marketing methodology, as it’s become a popular marketing approach over the past 10 years.
Essentially, inbound marketing means that by creating content that pivots around your customer’s interests while providing them insight and value, you naturally attract web traffic that you can then convert, close, and build long-term relationships with over time.
This modern approach is highly effective and increasingly popular. As a result, some of the more traditional marketing mediums and content formats (that don’t resonate with customers) are beginning to fall by the wayside. Marketing PDFs (whitepapers, sale sheets, etc.) are experiencing a slow death due to an over saturation, and today, audiences more and more expect a variety of different formats to choose from for their learning process.
So what does this mean on a mass scale? Forward-thinking marketers are confident with the inbound approach but are looking for ways to expand the content experience for more impactful results.
Let’s look at this idea in greater detail as well as some of the content types that are helping achieve success.
Creating Engaging Content for Inbound Marketing with
Marketers are discovering that adding an interactive element to their inbound efforts is a simple way to create interesting, engaging content for inbound visitors that cuts through the noise.
With 70% of marketers creating more content today than they were a year ago, and 86% of B2B marketers using content marketing – it’s clear to see why there’s so much competition for the user’s attention.
Interactive content comes in many different forms. Sometimes it may come in the form of a game, a poll, or simply asking questions along the way of an ebook or white paper, allowing users to share their individual input.
In the example below, you can see how an assessment like this one transforms the content experience. Instead of publishing a one-sided information dump, Pentaho offered their buyers an engaging experience in which they could learn something valuable about themselves. In return, Pentaho gains key prospect insight that they can use for more downstream content.
By transforming inbound marketing assets into experiences rather than static pieces of content, marketers are reaping the benefits of higher conversions rates, better scored leads, and greater ROI.
Why It Works
Interactive content works so well because it hacks the audience’s attention using classical learning and psychological triggers. It produces results, too: Interactive content can drive conversions by as much as 45%.
So what are some of the psychological aspects that interactive content puts to use? One is Piaget’s Active Learning Theory, which explains that experience-based learning with active participation is a more powerful form of education. Because it puts the user in a position to actively learn and engage with the material, that person will have a deeper, more intrinsic...