Can Startups Create Interactive Content?
Published By Nicole Cordier on June 14, 2017
In today’s digital age, leveraging interactive content is the name of the game. While we see many amazing campaigns coming from creative agencies and big brands, the place where interactive content truly shines is in its potential for small businesses. Leveraging interactive content for small businesses can be daunting, but there are a few easy ways to get started.
For small businesses to grow, engagement with their marketing content is key. Cultivating a sense of loyalty is essential to converting potential customers into purchasers and eventually into brand evangelists. Interactive content utilizes proven psychological principles to boost engagement, and drive conversions. It’s not only more successful at converting your recipients after they open your message, but it’s also better at capturing their attention than static content. In fact, 88% of marketers say interactive content is effective at differentiating their brand to capture attention.
Despite all these benefits, many small business owners and marketers shy away from interactive content because they believe some of the myths surrounding it, such as the false belief that interactivity is expensive or hard to create. While you could sink your whole marketing budget into a complex expensive interactive campaign, spending a lot of money is by no means necessary to crafting successful interactive content.
The easiest way for small businesses to get started with interactive content is to repackage an existing static campaign into an interactive shell. Not only does this allow you to breathe life back into a dead campaign, but it gives you the opportunity to repurpose old content and measure the success of interactivity in comparison to the original static campaign.
This approach covers a few of the biggest hurdles that hold small business owners and markets back from creating interactive content. Like any marketing initiative, measuring ROI is key to ensuring successes and tracking failures. In addition, providing positive ROI proves that your business is spending their marketing budget wisely. Repackaging an old campaign into an interactive form allows you to track the impact interactivity is having on your engagement levels and conversions. When you see how much better the interactive campaign performs, you’ll be hooked!
The inability to measure the impact of your content is another hurdle that discourages small businesses from embracing new content types. However, since interactive content requires the consumers to click, swipe, play or interact in some form or another, it makes tracking impact super easy! You can easily trace a customer’s journey through your message, and you’ll get reliable data on the number of people interacting. This allows you to easily measure and analyze the impact of your campaign.
The last hurdle that holds small businesses back from leveraging interactive content is resource fatigue. Marketers these days work hard and are constantly connected to their email and job. Creating content is time-consuming, requires energy and often needs a team of people to craft the best campaigns. Sometimes, we’re just tired or creatively tapped out. That’s why repurposing content becomes such an attractive option. Not only will adding interactive content allow you to boost content productivity, getting more value from each piece you create, but it will also boost the effectivity of your content. Interactive campaigns drive 2X the number of conversions as static content. Not only are you saving time by reusing something that’s already been produced, but you’re increasing that content’s ability to convert recipients. That’s what I call a win-win situation!
Whether you’re a small business owner or a marketer that represents small businesses, interactive content isn’t nearly as intimidating as it seems. We’ve laid to rest the myths about interactive content for you, and now we’ve paved the foundation to your first interactive campaign. No matter the size of your business, interactive content is a viable option you don’t want to miss out on! It can boost engagement, conversions and brand loyalty while providing an element of fun to your brand and capturing your customer’s attention across multiple channels.