The Greatest Interactive Content Marketing Myth

December 19, 2014 | by Chris Frascella

The Greatest Interactive Content Marketing Myth

“Creating resources for interactive content marketing is time-consuming and expensive.” That’s a myth, and it’s time somebody kills it. Clearly spelled out among the Cons of interactive marketing here, noted here, and mentioned even as recently as last month here, it seems many marketing professionals can only envision interactive content marketing that takes the now-past-its-prime infographics one step further and makes them animated in an interactive manner.

If that’s the path you’re going to take, of course you’re going to perpetuate the myth. But there are easier, cheaper ways to produce compelling interactive content—and that’s where the myth should die.

At least one marketing pro gets it. And evidently he, like me, sees BuzzFeed quizzes as an illustrative example of (a “fast food” version of) interactive online surveys. Seriously, check out Jaysen Demers’ article from September, particularly the end section: “How to prepare today.” He’s got some very solid tips.

Starting Simple with Interactive Content Marketing

Interactive content marketing doesn’t have to be the biggest chunk of your online marketing spend. Start simple—find an area in which you’ve developed expertise and come up with a few common decisions “clients” need to make. Build a calculator or survey that converts your expertise into interactive content by walking prospective customers through the several decisions they’ll need to make along the way.

At its most basic level, interactive content marketing calculators shouldn’t feel all that different to prospective customers from ordering something like pizza. The logic flow might look something like this:
1) Do you want a base cheese pizza or something wacky like white pizza, margarita pizza or Sicilian? Also, what size pizza do you want? (include prices and maybe how many people it feeds)
2) Thin crust, regular crust, thick crust? (probably not a price difference here)
3) What toppings would you like to add? (include prices for toppings, maybe include a promotion like ‘Buy two, get a third free’ or something like that)

For software, components to an interactive online marketing calculator might look something like this:
1) Do you want a base single-user license, small-to-medium business license or enterprise-level license? How many users, sites, etc.?
2) Do you want on-site or virtual implementation? How many staff need to be trained? Are you doing a train-the-trainer model? etc. (these probably would represent cost differences)
3) What add-ons or premium features would you like to include?

It may take some time to program in all the various options, but not nearly to the extent of what most aficionados of the “time-consuming” interactive content marketing myth would have you believe. The cost is also very manageable.
Still not sure where to start? Here are some general examples that might give you the inspiration you’re looking for. Once you have an idea in mind and are ready to dip your toe into the interactive content marketing waters, contact the Decisionaire team to help you flesh that idea out and price it out.