Tag Archives: content

Driving Engagements through Interactive Content

interactive
Picture Courtesy of Angelo Moleele @unsplash

It was opined, as far back as 1995, that interactive marketing is the future of digital advertising and e-commerce.  Since that significant shift from traditional marketing strategy, interactive marketing made great strides in helping brands engage better with their consumers. 

Not surprising then, that interactive content became the all important elixir to interactive marketing, especially contents that engage, convince and convert the audience. With IoT, 5G, Big data and AI to come, we can only expect exciting times ahead for quality interactive content.

Related: Read about MarTech’s prediction of the top 5 Content Marketing Trends For 2020


Making a Mark 

You probably have seen many interactive content throughout the day. Perhaps some info-graphics while browsing through websites or video advertisements while looking through your news feeds in Facebook. Broadly put, interactive marketing uses any interactive content to enable customers to interact with the brand, including (but not limited to):

  • Interactive storytelling
  • Interactive Info-graphics
  • Quizzes
  • Games
  • Videos
  • Polls/Surveys
  • Email campaigns

These interactions provide the crucial data brands need to journey together with their customers.  The data help brands track their customer behavior, device marketing plans and style their products and services offerings to suit their customers’ wants.  Better understanding leads to greater customer satisfaction and thus, mapping the path to loyal customers.

Many brands engage content marketers to evaluate the right communication channel and create campaigns that will perform well. Content marketers help brands achieve higher SEO rankings, ensure the right balance in the consumption and absorption of content and most importantly, create the right User-Generated Content (UGC) to generate better brand experience.

Exactly, how powerful is interactive content? Well, 64% of consumers say watching video on Facebook has influenced a purchase decision of theirs in the last month.  Plus, people are said to have the ability to recall 65% of the visual content that they see almost three days later.

Here’s a look at some examples of great interactive contents:

Survey / Quiz 
Marriot’s website provided a fun way to families planning for a get-away to Scottsdale, Arizona. Based on their answers to the questions, Marriot’s interactive graphics suggest places to visit.

Interactive Website 
Designed by VGNC company, this website introduced APPS’ flagship product apple cider (liquor) in a cool way. You can create a memorable cider producing experience through few easy clicks. I love this, simply because it’s not an ‘in-your-face’ kind of advert that aggressively  pushes its product.  Instead, it lulls you into an experiential journey of plucking, squeezing and pouring your very own cider.

Related: 20 Best Interactive and Fun Website Examples 2019 

Interactive Email 
A surprising element will do wonders for any boring marketing email.  For example, a pop up box featuring the summer drink menu from the company Pret, is a nice “surprise” as it pops up once the email is opened.  Definitely a welcomed departure from the usual marketing emails we receive.

Or book a ride with Penguin Random House on a journey to find out what new books they have in store.  All it takes is to scroll down the email and click on the respective cities’ button – which makes it low in interaction barrier and delightfully surprising, as you’ll discover different new books in each city.

Related : 5 Ways to Integrate interactive marketing into email marketing 

Developing solid interactive content has become a must for any brand now.  What have your brand been doing to cut through the noise and better engage, educate and entertain your customers? Do leave me a comment below.

Leave a comment

Filed under brand, Content, Trends

Understanding Academic Writing

Aiding the Writing-Stalled Professor by Joli Jensen is a good read. You’ll discover that academic writing or not, we writers have the same struggles.  Get some great tips to write better here.

Source: The Chronicle of Higher Education

 

 

Leave a comment

Filed under Uncategorized

W.R.I.T.E.

writing

Beautiful. About what writing should and should not be. Let’s get ready to W.R.I.T.E. better.

Leave a comment

Filed under Content

How to write about yourself

Pic courtesy rgbstock

Pic courtesy rgbstock

“Sometimes I pretend to be normal. But it gets boring. So, I go back to being me.”
― Ain Eineziz

What if I told you that you need to write about yourself, now? Panic? Anxious? Alarmed?  You are not alone.

Many of us are able to relate to others fairly easily through verbal conversations. But, to write about ourselves? That’s a whole different game altogether! Here are 3 quick tips to ace the game.

Know your audience
Do you know who are you writing for? Are you writing for a prospective employer? Or is it something for a friend? Get to know your audience and tone your message accordingly.  Be formal and professional in your resume to a prospective employer. Be cordial and warm in social settings. Different audience requires different approach to get the message across.

Mind Your Content
Content is gold, so make sure what you write carries it’s weight in gold.

  • Rule of the thumb: anything that you write (that surely goes around) will come around eventually. So, be careful and mindful about what you share, especially if you are writing for an on-line audience. Save the “secrets” for a different time.  You’ve to give a thought to whether your contents will harm or hurt the people you know.
  • Make an impression in the first 30 seconds. Be succinct, focused and compose your writing well in generally 3-5 pointers. Balance your enthusiasm to impress with a sound check. Preferably, get some one to read through what you wrote first, before you send it out.
  • Use words that will work for you rather than against you. Words that’ll build you up positively and putting your best foot forward. Don’t want to sound like you are blowing your own trumpet? Fret not. Here are some helpful 180 words to describe yourself positively and effectively.
    Related : 10 Words You Should Never Use To Describe Yourself

Be authentic
Do not copy and paste anything. It’s fatal to be found copying your work on something as personal as writing about yourself! Let your originality guide your writing. Be honest about accomplishments, failures and struggles. It only shows that you are human. Be factual and do not fabricate tales. Be cautious when writing accomplishments or incidents shared with others as they may remember it better than ourselves.

There are many ways we can benefit from writing about ourselves, especially about our thoughts and feelings. Therapist use this to help us in managing our emotions and validate our sense of being. Others write to coach themselves to writing success.  You can try it, too. Write a short 100 words about yourself now. Remember, be yourself and have fun!

Leave a comment

Filed under Content

3 Ways To Transform Your B2B Contents For 2015

2015

Picture courtesy of Rgbstock

Taking the cue from “The 4 B2B Marketing Trends: Sales Boosting Tips for 2015 “ by Anna Johansson, I’ll like to add on a couple of thoughts.

The interesting article highlighted the need to understand the business buyer profile accurately.  And, rightly so. A research by Intershop on August 2014 on 1,500 corporate buyers found that “85 percent of B2B buyers make purchases while at their desk during business hours. One-quarter of business buyers regularly purchase on consumer sites. A healthy 64 percent say they purchase monthly without going through procurement.”  The takeaway? Corporate buyers are behaving very much like any average consumer buyer.

The shift from B2B to consumer buying trend cast a new challenge to content writers. How do we create contents that’ll approach corporate buyers just like any other consumer buyers?

Get personal
In a B2B business, one may approach a set of customers using the same traditional one-size-fits-all kind of content strategy. However, to approach corporate buyers just like consumer buyers, there has to be a change of focus of contents. Contents need to be more personal. Understanding what the business really wants, focusing on their unique demands and customizing your contents to their needs, are all essential in getting the right attention across. Create great contents that are relevant and engaging, written with the prime objective of pulling-in the buyers, instead of pushing out irrelevant contents to the masses.

Get white papers
Consumer buying thrives on the word of mouth. Just watch how one jumps quickly to buy a product or engage a service by the “content” of a conversation or testimonial on the web. For B2B, the real content power lies within an age old marketing tool; white papers.

There are reasons why white papers have staying power.

  • Substantive contents – statistics, data, results and findings from researches
  • informational, educational without any tone in selling
  • Relevant and useful contents-usually on forward-thinking issues

Businesses love white papers as they contribute to the decision making process – often justifying or nullifying an investment. Get your white papers written well; with in-depth research and thoroughly thought through points. Use them to communicate the values you bring and engage businesses.

Get connected 
If you haven’t get connected yet, you better put this on the top of your to-do list. Every customer (B2B or consumer) requires your quick and undivided attention, response and commitment to service. With the reach and speed of social media channels nowadays, you get to do all that effortlessly. Plus, you get to influence and create a strong brand presence via your communities and followers. Connecting on social media network or websites, makes sharing stories, news, information and promotions in a variety of creative format (audio, visual or text) “quick” and “easy” – all that matters in this “instant” world, where everything should preferably be available in just a “click”.

Last but not least, contents need to remain fluid in embracing new challenges. Remember, “Only dead fish go with the flow” – so, make sure your contents remains very much alive in supporting all your agile marketing efforts.

2 Comments

Filed under Trends