Well-intentioned marketers need to educate themselves about interactive content marketing in 2015. The online “attention” market has been saturated with the diligent efforts of content marketers of all types (well-intentioned and clueless and spam-y). 2015 is your opportunity to familiarize yourself, experiment and prepare so that you can better differentiate your content as the space continues to become overpopulated with increasingly mediocre material.
Rand Fishkin, founder of Moz, recently noted “I am seeing a huge amount of investment in content marketing and that’s exciting, but I think the pendulum has swung too far to quantity over quality.”
So how do you shift from quantity to quality in a way that does not leave you seeming to lag behind your peers?
Marketing to the Individual
The “2015 State of Marketing” from Salesforce suggests emphasis on social media and mobile-friendly content from a technological standpoint, and from a content standpoint, it pushes for personalization and content built with the “customer’s journey” in mind (this basically entails re-conceptualizing your target market as individual customers each undergoing a journey to become your customer rather than operating from the traditional view of personas with lifecycles). The publication additionally notes: “Increasingly, marketers are shifting attention from traditional metrics like conversion rates and return on investment to metrics that better reflect customer satisfaction.”
The focus needs to be on the customer as an individual- delivering them the content that they want through the channel that they want it. But how can you accomplish that in a way that is not labor-intensive or crippling to your budget?
Cost-Conscious Interactive Content Marketing
Interactive content could be anything from a 3D product model that visitors can rotate to view any angle of, to clicking buttons to view different style options for clothing or electronics accessories, to informational surveys/quizzes that provide a meaningful result to the prospective customers who complete them. Interactive content doesn’t need to be expensive or elaborate to be effective.
A Forbes article by John Rampton of Adogy identified some key items for marketing generally in 2015, but they apply just as aptly to interactive content marketing more specifically: the visual element is still very important, incorporate personalization and be mobile-friendly (as Salesforce noted), and include data which can be updated over time (rather than a one-and-done whitepaper). He also notes interactivity as an important component, but that’s a given.
Do you have questions about how to get started with interactive content marketing? Contact us for more information on how make your message heard through the growing din of dead, dull content.