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Interactive content marketing is here to stay

Over the last couple of years, the growing trend of interactive content has been increasing and it?s expected to continue through 2016. Gone are the days where just having written content is enough to convince consumers to buy. These days consumers want to know the person (or people) behind the product before making a purchase. From online quizzes and personality assessments to video marketing and online surveys, there are many ways to engage further with your audience in a more interactive way. Are you taking advantage of them?


If you?re new to Interactive Marketing, get started by trying something simple such as a poll. Polling offers audience engagement by asking customers for their opinion. It not only provides good content, but it also implies that your business is listening and taking the opinions of their customers and followers into consideration. Polls have the added benefit of causing their audience to interact twice with a brand: once with the question and then again with the results and their comments.

A simple Google search will bring up a ton of different polling tools such as Polldaddy and Poptip that can be used to run your poll. Even Twitter has a poll tool you can add directly to your tweets!

On your Twitter page, whether you tweet from a smartphone, tablet or web, simply type out your question and hit the poll icon at the bottom of the tweet. You?ll be prompted to enter up to four choices for answers and choose a duration time of up to seven days for your poll.

UntitledThe Twitter polls are kept completely confidential, so no one will know who voted and how. When using this tool, keep in mind that you have to remember when the poll ends; there isn?t a notification that tells you when it ends. Don?t forget to check the results!

Polling doesn?t seem right for you? If you?re looking for another way to interact with your audience but not looking to ?reinvent the wheel,? recycling older content into an infographic is a great strategy. Infographics are images that present data in a more visually appealing way. You can also take the infographic one step further by adding an interactive element that allows users to click around on points of interest. Interactive infographics add dialogue to the image, allowing you to ask your audience questions to find out where they are in the buying process.

Infographics are easy to create, whether you have design skills or not. Google Developers offer tools to add graphics with a variety of charts to display on a website. The account is free and you can configure it to display data in real time, keeping the most relevant information available to site visitors. It?s easy to get started at developers.google.com. At this site, you can add a Google Chart with a JavaScript embedded into your webpage. Google Chart has a library of charts to choose from, all of which are basic but customizable. These charts have an HTML5.SVG technology, which means they are designed to be visible across multiple platforms, from IPhones to Android and basic web browsers.

Take an infographic that has already been created by your team (or you can create a new one, your call!) and think about points on it where you can ask questions, expand the knowledge or even insert a poll. These tools make it more engaging and ultimately allow you to gather more leads.

Quizzes are another great Interactive Marketing strategy. Thanks to Buzzfeed and Playbuzz, quizzes are becoming more common, even on marketing sites. They?re a fun way to get a personalized engagement with your audience. You can apply that to your own strategy with a personality assessment of sorts. Analyze your products based on who would benefit the most from them and then you can help consumers decide which product will directly fit their needs. Not only will customers to your site be intrigued to test their knowledge and get personalized tips, but you?ll also get a feel for what they?re looking for. Assessments can also build the ideas to create different products to fit other needs and discover what your content is missing.

What do you need to create these different types of Interactive Marketing? A solid knowledge of your products and projected audience for starters, but to actually create the quizzes, polls, or infographics there are a lot options for your marketing strategies.

So, will Interactive Marketing really help your ROI or is it just another trend? Case studies from SnapApp.com, a one-stop shop for all things needed to create Interactive Marketing products, show that Interactive Marketing does engage more audiences and gets results. For example, Blackbaud University, a company that offers training on products and services benefiting nonprofit organizations, wanted to generate more leads from their marketing efforts, so they looked into Interactive Marketing. In August of 2015, they developed different content, including calculators and assessments that worked to show the audience what they could gain with a Blackbaud product. Using those assessments and calculators, the marketing team was able to generate more content that better interacted with consumers and gave a more comprehensive view of their products and how consumers could benefit from using the right product. The sales team was also able to analyze the results from the website calculators and show those real results to potential clients. By the end of the first quarter with these tactics, Blackbaurd saw growth of more than 500 qualified leads and over $600,000 of additional sales, resulting in a 133% growth of the first quarter?s quota.

Many different bloggers and social media experts, from Social Media Today to Convince & Convert Consulting Media, have predicted that Interactive Marketing is the wave of 2016 because it is a new, creative way to stand out in the sea of content. Soon many organizations will be searching for ways to make their content more interactive and shareable across a variety of platforms. Be sure to conduct your own research and test out ideas to see what fits your audience and company when it comes to using these new trends to make your content even more interactive!