Interactive content is the master of engagement. In the past few years, it has been breaking visits and clickability records across all industries. According to the research from Content Marketing Institute, 81% of marketers agree that interactive content grabs attention more efficiently and 79% believe it enhances retention of brand messaging and results in repeat visitors and continual exposure. Thus, marketers allocate more and more resources to interactive content pieces.
This sounds great, but what if your resources are limited? Does it mean you have to give up the opportunities that go hand in hand with interactive content?
The answer is: No! There are a three budget-friendly ways you can leverage and capitalize on interactive content without significant investment. We have some great tips on how to make these work for you.
Seems too simple to be true, right? However, quizzes can indeed do miracles. For example, the most visited story in The New York Times of 2013 was an interactive quiz. Also, one of the most successful quizzes on BuzzFeed has been completed 22 million times, and when BuzzSumo analyzed their shares of 100 million articles over an eight-month period, they found out that 8 out of the 10 most shared articles were, in fact, quizzes.
How do you create a perfect quiz?
- Start at the end. Before anything else, ask yourself: “What do I want to achieve with this piece of content?” Do you want to increase the number of subscribers, reach greater brand awareness, produce leads, solve pain points?
Define topic & do the research. Before focusing on questions decide on a general topic and research what has already been covered in your industry. Check out:
- Tools such as BuzzSumo for the most-shared quizzes.
- Popular Google Checklists.
- Evergreen content that can be “quizzified”.
- Decide tone and language. Like with every piece of content, a quiz needs to speak to your audience in a language they will understand and connect with so choose carefully.
Craft a clickable title. As human beings, we are somewhat internally drawn to define ourselves or prove we are the best. Whatever the title of your quiz:
- Keep it personal (“you”, “your”)
- Target ego (“only the smartest can…” “just the most intelligent people…” “can you pass/do…?”)
Define your outcomes. This is a crucial step. Results of your quiz are what people will ultimately share on social networks. You should provide them with a satisfactory shareable outcome:
- A short paragraph (a story, perhaps a touch of entertainment, not just a dry percentage).
- Image or GIF.
- Keep it short - but not too short. Our data shows that quizzes with 4-7 questions tend to have 27% higher completion rate than longer quizzes. This seems to be the sweet spot since shorter quizzes of 1-3 questions tend to have 18% lower share rate than their longer counterparts.
There are many questions that are best answered with a personalized recommendation or an outcome quiz instead of a generic blog post. For example, you could write a blog post about the various types of engineers and what to think about when deciding on your major. On the other hand, you could provide a personalized recommendation based on each person's specific preferences, skills, and hobbies through a fun quiz.
Another cheap yet incredibly effective way to drive traffic, engagement, as well as leads, are online calculators. A great example is the Buy vs. Rent Calculator from the New York times. It inspired more than 180k social media engagement, while the article on the same topic scored only 4K shares.
How to create a calculator?
- Pin down a calculable pain point. Review the FAQs in your industry and ease customer journey by letting them calculate outcomes based on personal circumstances in seconds.
- Offer to email the results as supposed to display the result only in the calculator to increase lead generation.
- Layout matters. Design and layout are as important as with the quizzes.
- Use tools to simplify the process. Building a custom calculator with internal developers and designers can end up being quite expensive. If you are low on tech skills and limited by a budget, opt for DIY tools like Outgrow that will help you simplify this process and save you a lot of money.
3. Social Media Contests
Again, the concept of a social media contest is not exactly new but is still one of the most efficient types of interactive content especially in the early stage of a buyer's journey (awareness/discovery).
The best thing about social media contests is that they require very little investment and (if done well) advertise themselves. Some of the most effective social network contest structures are:
- Like a post to win.
- Comment on a post to win.
- Tag a friend to win.
- Repost an image.
- Photo or video challenge (users post themed photos or videos on their profile with a unique hashtag you created for the contest).
Where to start?
- Again, pick a measurable goal. Do you want to get more followers, more leads, drive more purchases? Be clear about what you want to achieve and set expectations for yourself.
- Pick a prize. Picking the right incentive is more than important. Use the prize to promote your business, product, and values. Don’t just offer an iPad; this prize is so generic that it is likely to attract irrelevant leads and visitors who will never come to your site again after the contest.
- Pick a subject. What is a share-worthy experience? What action would intrigue your audience enough to take action? Be creative and, once again, think about how to make your product and brand image shine through.
- Set a timeframe. Not too short, so people miss it, not too long, so people forget about it.
- Create a buzz. Cross-promote your contest across multiple networks as well as e-mail.
- Follow up. Announce the winners proud and loud. Let people know you follow through on your promises.
The application of interactive content has grown substantially in the past few years, and the trend is predicted to grow. The good news is, it does not matter if you have to get by with a modest marketing budget. If you create your interactive content with the right insight, you could skyrocket your engagement and gain valuable leads that can transform your business!