Focusing on interactivity will help your company engage prospects. That means your content will be interesting for them and will make them feel that they need to stay connected with your brand. By interacting with you, they will feel motivated to go further on the buyer’s journey: from a lead to a customer, and then a promoter of your product or service.
After all, a non-static approach is very much like a game: it gets the reader to participate and pay attention to specific details and rules. They are part of something engaging and also are having a lot of fun.
Interactive content is also a key to increase conversion rates. Once you’ve gotten your prospective customer to participate, you can also ask them for something in return. That can be an e-mail address, which will allow you to follow up.
As we mentioned earlier, that strategy helps the customer move through the journey, getting closer to the purchase decision. But in the meantime, they will have a great experience and will remember that.
If the goal is to stand out from a crowd of content marketing, going interactive is the solution. After all, dynamic content is a very specific and different kind. It’s also tailored to the needs of a persona you already have, just like the rest of your content strategy. But it goes even deeper: it considers the feelings of your customers and their needs for engagement.
Therefore, you develop special, creative pieces that may not be like anything else customers have ever seen around the internet. It’s valuable to them because it addresses topics that they are interested in, but it’s also dynamic and visually attractive.
Interactivity is also a great strategy to collect data about your prospects. After all, when participating actively, they are making choices, deciding which direction to go and what they want to see. Sometimes, they are also giving a lot of info away by answering questions.
That way, companies can get to know the prospects a lot better. They can study the data and find out what those prospects need, what they want, and what they already have. Also, marketing teams can discover the problems and pain points customers are facing. That helps them optimize their persona, their methods, and campaigns.
Great content is interactive. Great content is also shareable. People like to read it and spread it around in order to show their friends how engaging and interesting it was. You can even go viral if you invest in interaction because that’s what users on the internet want the most, as we said before. In other words, you get a lot more page views and traffic.
That type of content is also useful for educational purposes. After all, you can use it to teach people more about their problems and possible solutions. While they’re making choices, they also learn a lot about their interests, which helps them solve pain points.