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How can you effectively use interactive content in your content strategy?

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Interactive content is any type of content that requires the user to actively engage with it, such as quizzes, polls, calculators, games, surveys, or assessments. Interactive content can help you boost your content strategy by increasing engagement, generating leads, providing insights, and creating value for your audience. In this article, you will learn how to effectively use interactive content in your content strategy, from planning to creation to promotion.

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Krunal Thakkar

Helping Businesses Setup Analytics and Scale Organic Growth | GA4, GTM & SEO Consultant

1 Define your goals and metrics

Before you create any interactive content, you need to have a clear idea of what you want to achieve and how you will measure it. Depending on your content strategy, your goals could be to increase awareness, generate leads, educate prospects, or drive conversions. Your metrics could include impressions, clicks, shares, time spent, completion rate, leads captured, or sales generated. Having specific and measurable goals and metrics will help you align your interactive content with your overall strategy and evaluate its effectiveness.

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Krunal Thakkar

Helping Businesses Setup Analytics and Scale Organic Growth | GA4, GTM & SEO Consultant
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Consider setting "exploration goals" - these goals are designed to encourage your audience to delve deeper into your content and explore additional facets of your brand. For instance, if you're using an interactive quiz to engage your audience, one exploration goal could be to lead users to related blog articles or resources based on their quiz results. This not only increases user engagement but also nurtures a more profound connection with your content and brand.

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2 Choose the right format and platform

There are many types of interactive content that you can use in your content strategy, but not all of them are suitable for every purpose or audience. You need to choose the format and platform that best match your goals, your message, and your user's preferences and behavior. For example, if you want to generate leads, you could use a quiz or an assessment that requires the user to enter their email address to get their results. If you want to educate prospects, you could use a calculator or a game that demonstrates the value of your product or service. If you want to increase engagement, you could use a poll or a survey that invites the user to share their opinion or feedback. You also need to consider where and how your user will access your interactive content, whether it is on your website, social media, email, or mobile app, and make sure it is responsive and compatible.

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Krunal Thakkar

Helping Businesses Setup Analytics and Scale Organic Growth | GA4, GTM & SEO Consultant
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Make sure you leverage Platform Synergy - this involves aligning the interactive content format with the strengths and features of the platform where it will be deployed. For example, if you're planning to use Instagram, a highly visual platform, consider interactive content that is visually engaging, like image-based quizzes or interactive stories. On the other hand, if you're targeting a professional audience on LinkedIn, focus on more data-driven formats, such as calculators or industry-specific assessments.

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3 Create valuable and relevant content

The key to creating effective interactive content is to provide value and relevance to your user. You need to understand your user's needs, challenges, pain points, and interests, and create content that addresses them. You also need to make sure your content is clear, concise, accurate, and engaging. You can use various techniques to make your content more appealing, such as storytelling, humor, personalization, gamification, or visual elements. You also need to include a clear and compelling call to action that tells your user what to do next, whether it is to sign up, download, buy, or share your content.

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Krunal Thakkar

Helping Businesses Setup Analytics and Scale Organic Growth | GA4, GTM & SEO Consultant
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Think about dynamic decision points - For example, while creating an interactive guide for a tech product. As users progress, their selections could guide them toward specific use cases or features relevant to their needs. This way, each user gets a personalized experience, making the content more valuable and engaging.

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4 Promote and distribute your content

Once you have created your interactive content, you need to promote and distribute it to reach your target audience and achieve your goals. You can use various channels and methods to spread the word about your content, such as social media, email marketing, paid advertising, influencer marketing, or SEO. You need to tailor your promotion and distribution strategy to your content format and platform, and optimize it for maximum visibility and engagement. You also need to monitor and analyze your performance and feedback, and adjust your strategy accordingly.

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5 Test and optimize your content

Creating interactive content is not a one-time activity, but an ongoing process that requires testing and optimization. You need to test your content for usability, functionality, and effectiveness, and identify any issues or areas for improvement. You can use various tools and methods to test your content, such as A/B testing, user testing, heat maps, or analytics. You need to collect and analyze data on your content's performance and user behavior, and use it to optimize your content for better results. You also need to update and refresh your content regularly to keep it relevant and engaging.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Leanne Di Fazio

Helps SMEs get Marketing Results and Focus ?? LinkedIn Top Voice 2024! Marketing Coach guiding your business with impactful Marketing Solutions ???? Strategic Marketer ??? Lover of Marketing & Motorsport ??
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If you have interactive content and your ideal clients are engaging, then don't forget to engage back. Nothing worse than being ghosted. I have done some motorsport social media in the past. Fans loved it when I acknowledged their comments and other interactions. Not just good for the algorithm, but all our stats went crazy! Just make sure you factor in the required resources in this strategy!

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How can you effectively use interactive content in your content strategy?

1

2

3

4

5

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1 Define your goals and metrics

2 Choose the right format and platform

3 Create valuable and relevant content

4 Promote and distribute your content

5 Test and optimize your content

6 Here’s what else to consider

Digital Strategy

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How can you effectively use interactive content in your content strategy?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose the right format and platform

3 Create valuable and relevant content

4 Promote and distribute your content

5 Test and optimize your content

6 Here’s what else to consider

Digital Strategy

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