Just like bread is a staple in your kitchen, blog content is a staple of the content marketing world. Yes, we all love a simple slice of toast, but even the crispiest baguette is enhanced by condiments, meats, and veggies – the perfect sandwich.
What can you add to your blog posts to give them more bite? Interactive content adds spice to your typical offerings, complementing long content and multiplying its impact in your community. Here’s how introducing a survey or quiz into your blog post can create the most delicious experience for prospects:
1. Strengthen two-way communication
Ad Week says that unlike previous generations, “Millennials don’t want to be talked to; they demand that we talk to them. Static content like blog posts and white papers educates and entertains the target audience, but fails to create a dialogue. With marketers sharing more content than ever before, meeting the need for a two-way conversation can move your business forward.
But 37% of marketers find this to be their biggest challenge: How do you maintain growing two-way conversations with their audience on a large scale? Here’s a simple answer: add interactive elements to your static rooms.
Incorporating a quiz or survey into your blog post requires minimal effort and can yield big results – and it doesn’t require you to create content from scratch. These interactive formats build on themes you already use, reorienting the language and increasing the impact of your hard work.
2. Build engagement and community
Polls and quizzes not only engage your audience in the moment, but they create a sense of community that improves connections over time. Through a survey, individuals can gauge their opinion relative to other audience members, providing a cohesive picture of your community – and their place within it.
DDI, a global talent management consultancy, found that prospects who took their “Common Leadership Styles” questionnaire were 6 times more likely than others to open future emails. Including an interactive element in their outreach paved the way for a positive long-term relationship.
The rule of seven states that individuals must hear the same message multiple times before committing. As with any form of communication, the more ways you can find ways to connect, the more trust that develops between you and your prospects. Adding a quiz or poll at the end of your blog strengthens your connection and deepens learning.
3. Use the data you collect to create more content
Data from surveys and quizzes make it easy to refine your understanding of potential prospects. By asking questions that are relevant to your data points, you pave the way for greater clarity between your business and its audience.
When LivePerson created their Digital Engagement Selfie assessment, they used the idea of a “selfie” to assess the digital engagement strategy of leaders. LivePerson received nearly 300 responses, which they turned into an eBook and webinar discussing the state of the customer experience. They recycled their data into their own strategy as well as a powerful take-home message for their audience.
Marketers can use this same tactic to understand and tailor the impact of their work. Include a few questions about your topic in a quiz or poll – or even ask your audience if they got anything out of your content. Yes, data can help you learn more about the nature of your audience, but it can also help you find room for improvements in the content you create and promote.
The best brands continually implement customer feedback to improve their strategy. And using a short quiz or poll (unlike a long emailed poll) reaches your audience on their terms, in an engaging and nibble article.
4. Boost CTA clicks
Does your CTA blog post need a new approach? Try to incorporate it into a survey or quiz. When Fit Marketing presented their CTA through a quiz, over 17% of users who took the quiz clicked on an official offer. With a typical CTA only producing a 1-4% click-through rate, an interactive piece of content can make a big difference. huge difference to propel your numbers forward.
CTAs built into quizzes generate higher click-through rates because they create a personal connection before suggesting next steps. This type of one-to-one marketing allows you to segment CTAs into different audiences, which in itself converts 42% more leads than general CTAs.
As Wendy Bryant-Beswick puts it:
“You can no longer ‘target’ the masses; instead, you need to think about how to build those relationships with much more relevant content. Be human – the days of boring, boring corporate speeches and campaigns are over. Becoming less formal in your message is going to be essential in reaching potential customers.
Birchbox marketing is an innovative example of this approach – a disruptor in the beauty market, Birchbox incorporated a fun quiz on their website that allowed them to delve deeper into traditional issues in a light tone.
With “What is your Spirit Animal makeup brand?” They asked questions about musical tastes, favorite footwear and the perfect vacation spot before matching a visitor’s personality with the ideal beauty mark. It was only then that Birchbox introduced a personalized CTA, suggesting its audience to see the rest of their “spirit brand” offering via a link. Thanks to their playful approach to segmentation, they offer meaningful content and personalized and relevant CTAs.
5. Increase sharing rates on social networks
According to the Content Marketing Institute, an effective content mix always includes entertainment. Considering the addictive and shareable quality of interactive content, blog posts with quizzes or polls will also cause more ripples within your social communities.
Much of Buzzfeed’s effectiveness as a brand relies on the ability to share its content on social media. After all, how many times have you seen a friend share one of their quiz results on Facebook? If you want to increase your social shares, create a personality test – based on data from SnapApp customers, they have an average share rate of 4.04%, the highest of any quiz type.
Dr. Stuart Brown says in his TED talk: “Play is not the opposite of work”. Build on the notion of “play” in your content, allowing people to engage with meaningful content in their own way.
Even if you need to keep a more serious tone, your impact on social media will benefit from gamification. The BBC, the world’s oldest broadcast channel, takes this approach to covering news – it compliments its content on serious events with quizzes and polls. Their weekly news quiz keeps their audience up to date on the most important events. Here’s an example of a recent news quiz they started:
Just as this approach increases social shares in brand marketing, it does so in serious journalism as well.
Getting amazing results from your blog is not easy. It takes work, but there are tools to help you make the most of the hard work you are already providing.
Using interactive content like polls and quizzes gives you the ability to amplify your amazing blog content with engagement, community building, and increased data capture and conversions.
With these 5 tips, you are ready to integrate interactivity and achieve great blogging results.
What tactics are you eager to try? Let us know in the comments, or in this quick poll!