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Games people play 5 types of interactive content (2)

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Games people play 5 types of interactive content (2)

  1. 1. MARY PISCITELLI CONTENT MARKETING BLOG 11.29.20 Games People Play 5 Interactive Content Game-Changers
  2. 2. The Problem is: conversion STEVE JOBS Sales STEVE JOBSATTENTION STEVE JOBS topics STEVE JOBS researchSTEVE JOBS traffic STEVE JOBS How to engage and keep engaging your customer?
  3. 3. Some Eye Opening Statistics . Web stats: • You have 14 seconds before a viewer leaves your web page. • Our collective attention span has dropped to 22 seconds • People will read only 20% of the words loaded on the screen in front of them. • A Video loses 50% of its’ viewers every 30 seconds
  4. 4. Mobile Marketer states that interactive content: • Boosted viewing time by 47% • Increased purchaser intent by up to 9 times • Have a conversion rate of about 11% (Google Ads has about a 1% conversion rate as a comparison)
  5. 5. CMI/Ion Interactive found that: • 77% agree that interactive content can have reusable value, resulting in repeat visitors and multiple exposures. • 75% agree that interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing. • 73% agree that combining traditional content marketing tactics with interactive content enhances retention of their organization’s message. • 68% agree that interactive content provides valuable ways to repurpose their organization’s passive content.
  6. 6. The Solution is Interactive Content. It is news-buzzy. It is Forward Marketing. And it is fun! t
  7. 7. it identifies customer behaviors and preferences; then it Creates personalized messages to your audience by: surveys and quizzes games interactive video interactive infographics, charts, graphs, and maps and many other types Content Marketing is about delivering relevant content to your audience at the right time, for the right reasons, and on a consistent basis. Interactive Content Marketing takes that relevant content further:
  8. 8. If Content Marketing is the story you are telling your user, then interactive content is the part of your story that actively involves your audience in that story. These forms of content encourage discovery and user-driven learning, empowering the user in following their individual interest, in a style that work best for them.
  9. 9. Some ideas for interactions include: • Clickable elements • Animated illustrations s • Tooltips • Buttons • Radio buttons or • Check boxes
  10. 10. Let’s look at 5 of the most popular types of interactive content design that, when deployed, can make a huge success in your content marketing campaign.
  11. 11. Surveys and Quizzes
  12. 12. Some benefits of online surveys and quizzes: • A better understanding of what makes your customers tick • A gauge for customer satisfaction • A method to gather feedback • They are cost-effective • They streamline fast data collection • Data that is gathered is more accurate, since it can be targeted • Customizable surveys • Surveys are objective • They are easy for the user •
  13. 13. People get POUNDED with marketing and advertising online--24/7. Online quizzes engage and entertain your audience, keeping their attention on your PRODUCT. FACT: During the last five years, the average attention span has actually dropped down to 8 seconds.
  14. 14. Online quizzes are a fun way for people to engage with your brand. If you are consistent with quizzes, your brand can stay top of mind when your user is ready to purchase. Online quizzes can assist you in gaining a better understanding of your users, creating stronger, long term relationships with them.
  15. 15. Interactive Infographics Charts Graphs Maps
  16. 16. Interactive infographics, graphs, charts, maps, and micrographics function in similar ways. Each of these elements are visual compilations of complex information- - making that information easy to understand. The interactive infographic, graph, chart, or map are better options to present a wealth of data and interesting information while keeping your audience’s attention.
  17. 17. Data-rich concepts are turned into a visualized story. Fonts, colors, type size and other design treatments are used to enrich the stories that are told. Infographics, graphs, charts, and maps can share visual content in a way to engage the user beyond a text-heavy article or report, while still sharing your brands unique identity with their customers.
  18. 18. Interactive Videos, Motion Graphics, and Multitouch Photos
  19. 19. For increasing engagement on a motion graphic or a video, or to make sure that your viewer watches through to the end of the video, try adding: interactive elements such as: • mouse-over elements • tags and hotspots • video quizzes where people can answer questions about themselves or the content along the way • toggle buttons between two videos showing different sides of the same story. WireWax says Interactive video has a 9 times higher engagement with sticky hotspots than static
  20. 20. Shoppable videos with immersive experiences showing key features: • Clickable hot spots • Sticky: move around with the object • Overlays: with clickable, shoppable popups • Data Capture forms • Links to external websites • Downloadable content • Branching-gives viewer ability to control the narrative by choosing the next scene. •360 degree viewing- changing the viewing angle to any that the viewer prefers.
  21. 21. Ebooks are common for downloads. Many provide useful content, BUT... Ebooks might be considered humdrum and might not pivot the customer further into a conversion. A solution is to make your Ebook interactive. Audio clips Videos Animations Quizzes Interactive checklists Links Maps Interactive element in Ebooks:
  22. 22. Double click to interact
  23. 23. Games!
  24. 24. Ensure the game is fun enough for your user to keep playing. Sales and marketing messaging should be a very light touch in the game, possibly not even present. Give your gamer something they will love to play, which will build trust and confidence in your brand over time. After that trust is established, you will obtain sales. Games as interactive content are possibly the most fun and offers more creativity in design and function. Gamification is now considered one of the most popular marketing techniques. Games can be fun, but also can educate and inspire the consumer.
  25. 25. Double click to play
  26. 26. Start Simple. Create a poll or a survey to see how your interactivity works with your audience. Expand on your interactive content based on your audience’s behaviors and preferences. Make sure that your consumer needs align with your marketing budget, and that you are able and willing to make the investment into more significant interactive content. Tips: When developing your interactive content:
  27. 27. How to apply those tools to a Content Marketing strategy? The interactive content elements can generate business opportunities for those who apply them in a well-planned and well-structured Content Marketing strategy. Interactive content can generate very positive results, as long as these factors are included: • buyer personas • market niches (why your product/brand/company instead of a competitor) • products and services • type of interactive content • the promise of the content (educational, instructional, enjoyment, inspirational) • design and usability (ease of use) • A/B test interactions of users with the interactive content, continue to analyze for effectiveness, and fix issues. Interactive content tools will help the construction of interactive content that engages the user and help them become customers.

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