How do you integrate interactive content into your overall content marketing strategy?
Sort By:
Oldest
VP of Marketing in Services (non-Government)10 months ago
For now I don't because (at least in my field) research hasn't shown it as being effective.CPO10 months ago
A lot depends on the outcome you are trying to drive, your audience, and where you want the user to end up.I've found that the interactive content must be purpose-driven and provide a perceived value greater than the effort asked of the user to be effective. The content can be a trigger event for additional, targeted interactivity.
The following examples would be for a B2C campaign where we are trying to understand the life stage of our clients so that we can better align with their needs.
Example A: asking the user to complete a poll-based activity
Example B: asking a user to complete a poll-based activity to gain entry into a sweepstakes
Example C: asking a user to complete a poll-based activity to gain entry into an instant win game where their poll selection is connected to the prize. the prize needs to be specific and not a gift card.
Example C is most effective in driving engagement and collecting data specific to the user for follow-on activity.