Content Marketing is hard work. What works today may not work tomorrow. That is why using interactive content in your marketing campaigns will help you reach your customers and help you stand apart from the competition.
If all of your content looks and feels the same, with time, it will start feeling flat and your audience will soon tire of it. That’s why it’s important to mix it up and serve up content that suits different needs and situations.
But what does a well-rounded content mix look like? Think of the types of content as food groups that comprise a healthy (content) diet, where each food group’s ‘slice’ should always factor in your sweet spot, character and tone.
Click on the orange action points below, to explore the chart.
The Essentials of Content Marketing
The following are key factors that you should always keep in mind when creating content. If you incorporate all of these factors, you can be sure that your content will grab the interest of your customers in new and exciting ways that will keep them engaged and coming back for more. Also, you can generate more leads and a stronger customer loyalty by making your content more interactive so that customers are more in charge of their experience on your platform.
Your sweet spot
The best content comes from a very specific, clearly delineated sphere of expertise. This is the zone where you have the most authority. It’s where no one has a better claim on expertise than you do. What information can you offer your customers that is meaningful to them and that they can’t get elsewhere? How can you use interactive content to make the experience meaningful and fun for your customers?
How would you describe your brand’s character? Friendly, warm, inspiring, playful, authoritative, professional or something else? Your customers will get accustomed to your brand’s character within your content, so make sure that the character you portray in your content marketing is consistent.
Some buyers respond best to a light, conversational voice, while others trust a more formal tone. It might also be personal, humble, clinical, honest, direct, scientific or something else. Just like with your character, make sure to maintain a tone of voice consistently. Knowing your customers will help you choose the tone that resonates best with them, but it is also important to be sure to reflect who you are as a company.
Content Marketing Food Groups
You can think about types of content as food groups, and a healthy content mix as a healthy diet. Just as you put healthy food into your body to live a more productive and happier life, you want to add good content to your interactive marketing campaigns to offer more value to your customers. Here’s how to build a robust content food pyramid.
Healthy veggies are packed full of nutrients and vitamins that make your audience smarter. ‘Veggie’ content should educate your audience in your area of expertise (sweet spot). Give customers the knowledge they need to reach their goals and resolve issues, while showing how competent and reliable your company is in your industry.
‘Protein’ content strengthens and empowers. It gives your audience the tools to make more informed decisions or the help they need in their work or activities. The keyword here is utility! Great content should be something that is meant to go beyond the physical page, and the more your customers can incorporate your content in their lives, the more meaningful your company will be to them.
This is the kind of content one can consume everyday; just like a granola bar, it’s basic, quick to consume and good for you. You can make this type of content entertaining with the use of interactive tools that will encourage them to come back daily for informative content or to participate in a task or giveaway.
‘Canapes’ are combinations of different elements that together form an inspiring creation. Just like a canapé, some of your content pieces should serve to inspire your audience. Adding quizzes to flipbooks or product recommenders within an interactive video can be just the types of combinations that can successfully engage customers on your platform.
Once in a while, it’s good to turn up the heat and stimulate your audience. Start discussions that spark debate or throw a challenge at your audience. Using interactive content is a great way to add the heat to any marketing campaign. Interactive games that can be shared with others are also fun ways for marketers to reach not only your customers but also their friends on social media.
Everyone deserves a bit of indulgence every now and then, so why not offer some to your audience in the form of entertaining content? Taking an interactive quiz or creating an interactive card to share with a loved one can be just the icing on the cake that gets your customers excited enough about your brand so that they come back for a second serving.
It’s important to innovate your content marketing to keep your audience tuned-in and eager for more. While the content ‘food groups’ above represent a variety of options, you will need to figure out what mix is right for your company.
Check out how Dot.vu fits into your content diet with one of the exciting templates for interactive content that will sure to enhance your next marketing campaign. You can also request a demo to get more detailed information that can help get you started.