Businesses don’t become successful just because of their products and services. Those may definitely be a prerequisite, but there’s a lot more that goes into promoting a business. Today companies are all about creating a brand. It is what helps potential and current customers recognize you. Your brand and your story is what sets you apart! It reflects what you stand for and what you aim to achieve through your business. It helps your customers connect with your brand instead of a merely transactional experience.
How you present and promote your brand story becomes an integral part of your marketing efforts. Now instead of using just static, one-dimensional ways, you can use something much more exciting: interactive content. You can choose from a lot of content types like quizzes, calculators, giveaways, etc. What’s more, there are a lot of quiz maker tools and chatbot builder tools in the market that can help you achieve your goal. Read this blog to learn how to use interactive content to promote your brand story.
Why Should You Consider Interactive Content?
But first, let’s talk about why you should use interactive content to promote your brand story in the first place!
1. Personalized User Responses
Using interactive content types like quizzes, calculators, assessments, chatbots, etc. help you deliver customized results to your audience. They work towards the objective of adding value to your user’s specific problems.
For example, a mortgage calculator on a finance website will show results based on the user’s answers. Instead of bombarding the user with generic information, it gives them a personalized experience that is tailored to them and their interests. This builds a trust factor within the audience for the company even before the customer has used your services.
2. Lead Generation
Adding value and personalized user responses incentivizes users to give their information, which they may not have provided otherwise. In fact, content marketing stats show that interactive content generates 2x conversions as passive content. Why? This kind of content is engaging and draws the customer to itself, instead of pushing the product. With interactive content, you don’t just generate leads, but more qualified and ready leads. It helps with the functioning of your company and reduces the load on your sales team.
3. Collect Consumer Data
Interactive content helps you gather consumer data in detail in a very cost-effective and quick way. You get to know details such as demographics, preferences, expectations, etc. This helps you get an idea of who your ideal buyer persona is. You can customize your products and services according to that and reach out to the right kind of customers. This data helps you in segmenting your leads and offering more relevant content to them. Consequently, it shortens their buyer’s journey and saves you time and money.
Examples To Promote Your Brand Story Using Interactive Content
1. Pret, Auto, Partez
Pret, Auto, Partez is a Montreal based dealership that sells used cars in great condition to subprime car buyers. Their mission is to make the privilege of owning an automobile more accessible to citizens without crippling their budget.
Unlike predatory car salesmen, Pret, Auto, Partez wants their customers to gain financial independence instead of falling into endless debt. To facilitate that, they educate their customers in a three-house financial planning session and then help the customer determine which car they can actually afford.
Now a company like this can definitely make use of interactive content. They can create a calculator for ‘How Much Would You Save By Buying A Second-Hand Car?’ or a quiz for ‘Find Out Which Car Suits Your Needs The Best’. This would educate their customers in a quick and engaging way. These examples serve as an extension to their brand story of promoting financial acumen within their customers.
2. Golf Avenue
Here’s a real-life example of how Golf Avenue promoted their brand story through Outgrow interactive content. Golf Avenue was started in 2006. Today, it is one of the biggest online retailers of pre-owned and new golfing equipment through different selling platforms around the world. They aim to bring the art of golfing closer to everyone and make it more affordable. It wants to help golfers be their best. In fact, they also offer trade-in programs and sell second-hand material.
Their quiz, ‘Guess Your Golf Handicap!’, took in answers about the user’s golf skills and gave them a score for their handicap. The quiz also suggested the golfing equipment that would suit them best according to the result. This helped people not just buy golfing equipment, but also recognize their game and how they can improve. The quiz garnered Golf Avenue over 82K leads and over 250K visits!
3. Warby Parker
Warby Parker is an eyewear brand that aims to make affordable eyeglasses accessible to everyone. They believed that the eyewear industry was dominated by a single company which
kept artificially high prices, and Warby Parker wanted to offer an alternative. They tried to circumvent traditional channels, design glasses in-house, and engage with customers directly. Through these measures, they were able to provide higher-quality, better-looking prescription eyewear at a fraction of the going price.
Warby Parker also partners with nonprofits like VisionSpring to ensure that for every pair of glasses sold, a pair is distributed to someone in need. An interactive content idea for a firm like this is an outcome quiz titled ‘Which Sunglasses Suit Your Face The Best?’. This would help users narrow down the choices that would look good on them. It would also help them determine which design falls under their price range and help them save time and money.
Airbnb has always sought to provide homely stays during your travels. They believe in encouraging people to become Airbnb hosts and gain financial independence, bringing people together and promoting the idea of more affordable and comfortable traveling.
Airbnb could create interactive content such as ‘Calculate How Much You Can Earn By Becoming An Airbnb Host!’. Or, an outcome quiz like ‘Should You Stay At A Hotel Or Rent An Airbnb?’. You can also check out this Trip Matcher quiz that Airbnb used on their website. This is a quiz that asks you some fun questions to determine your travel personality and tells you the perfect place for you to travel to!
Spotify is known for their amazing playlists. It is what sets them apart from their competitors. It is evident with ‘There’s A Playlist For That’ campaign and their partnership with McDonald’s for ‘Frieslit.’ They have always championed the cause of curated playlists.
Spotify can make use of interactive content in the form of a really fun poll. They can create a poll titled ‘Choose 5 of your favorites among these 20 songs and we will curate a brand new playlist for you!’. This will help them in offering personalized content to their users and increase engagement. Moreover, this can help them get a detailed report of their users’ preferences. Here’s another example of a giveaway that was hosted by Spotify a while ago. Spotify Premium decided to give a Google Home Mini to Family users by signing up on a link.
6. Water – Use It Wisely
Water – Use It Wisely is the largest water conservation outreach program in the world. This campaign was based on the idea that people didn’t want to just be told to save water, but to be shown how. It now includes 400 public and private utilities that co-branded the campaign and promoted it across the globe.
A great example of a quiz that this campaign can benefit from can be titled ‘Are You A Water Waster?’. This quiz asks questions related to one’s everyday habits and tells them if their answers make them a water-waster. This is an engaging way of educating your customers about how they can improve their water consumption.
This game really was a huge hit when it came, right? People were all around, trying to catch Pokemons, trying to reminisce the olden days a little. Well, like the show, this game has been about training, taking part in battles in order to become a Pokemon Master. It encourages users to beat others in the game and progress through rewards and levels. It also constantly gives its users various challenges so as to incentivize them to play.
Here’s an example of a Pokemon Go assessment for ‘Are You A Pokemon Master?’. The quiz contains some trivia questions about the game and gives you a score at the end of it. Another example of a PokemonGo assessment is ‘How Many Of These Challenges Have You Completed?’. The quiz would contain questions on the different challenges that have been given in the game and let friends and other people compete against each other.
How can you start using interactive content?
Interactive content is multi-purpose: it can be used anywhere, by any industry. You can create interactive content to resonate with your brand story in a lot of ways. And it will help your audience understand your mission at a deeper level. They will interact with you and learn about your product in the easiest ways possible. And help you develop a better relationship with them.
Which one of these stories resonates with you? Let us know your thoughts!
Antara Agarwal is a full-time marketing consultant at Outgrow. She can be found packing her bags for her next trip, often to the mountains. And in one of those bags you will always find a half-finished book she’s been struggling with for months.