As marketers, we are faced with new challenges every day. The market is continuously changing, and privacy regulations are rising in a landscape disrupted by a pandemic.
Not only that. It’s getting more difficult to grab our audience’s attention in an increasingly digitalized lifestyle. Audiences have more media at their disposal and are using them simultaneously, for almost 10 and a half hours a day. How can your brand stand out with an ever decreasing attention span?
In this article, we will show how you can overcome these challenges and create a successful demand generation engine using the right tactics and tools.
I will also describe a few ways we use Rock Content’s interactive content platform, Ion, together with the well-known automation platform to increase engagement and accelerate the full buyer’s journey.
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You probably already know it, but it’s always good to remember: content is an essential part of your demand generation strategy. “Content is King,” said Bill Gates back in 1996 and this statement is still valid today.
As much as this statement is still valid, the content landscape has changed a lot since 1996. Some content formats will be more successful than others to stand out in the sea of content available out there.
A Diversified Approach to Content Marketing
Interactive content is the type of content that will look different from the common ones in the eyes of your audience. It will invite the audience to actively participate in the content instead of passively consuming it. This will result in a more engaging experience.
Do you remember the last personality quiz you took online? Or the last ROI or discount calculator you used? Interactive content is not new. As a matter of fact, the best brands have been using this strategy for years now.
The New York Times’ most popular
But grabbing people’s attention is just the first step. For a business to be successful with content, it will ultimately need to turn this attention into valuable business outcomes.
You might be wondering how you can drive a business outcome with a personality quiz. That’s a matter of using creativity to create content related to your business that will, at the same time, be useful to your audience. Bonus points if you manage to be fun.
Take this Myth Busters quiz example from Sears. They created an interactive quiz to help consumers bust common myths about washing machines. This was part of a campaign that’s been named an Official Honoree in the 20th Annual Webby Awards!
Check out the full experience here.
Quizzes are just one of the interactive content formats that exist. Using an interactive content platform like Ion will give you access to other formats and quick start templates to make interactive content creation fast and easy.