An intro to the future of content marketing
Challenge marketing utilizes interactive content by questioning users on their preferences.
Interactive content is a new, digital form of content that drives up engagement, increases click-through rates, and offers specified brand feedback in a fun, gamified platform that can be accessed across multiple channels.
After stating their preferences through the interactive content (brackets, StackUp's, MatchUp's, polls, lists), users are presented with a personalized “call to action” that allows them to move on to the next step of the consumer journey.
The challenge aspect allows for an increase in excited participation. Competition encourages consumers to take chances and explore new opportunities as a way to eclipse their rivals.
The interactive components give consumers the chance to explore these new opportunities in an entertaining way that will leave them wanting to participate again and again.
Challenge marketing leverages the core principles of psychology that influence choice, preferences and human behavior. This strategy enables users to state their preferences in a low risk manor, which makes it effective.
Challenge marketing creates an effective two-way conversation directly between the consumer and the brand, allowing the consumer to gain a better digital experience and the brand to gain valuable consumer data and insight to better their digital marketing strategy.
Challenge Marketing touches on different aspects of the human psyche by combining the following components of human behavior. By tapping into these fundamental features of human behavior, challenge marketing guarantees consumer engagement and consistent success as a multi-functioning content marketing platform.
Like any good game, interactive content involves challenge, which taps into the fundamental components of human behavior and encourages it's participants to engage, learn and come back time and time again. Challenge marketing encourages consumers to voice their opinion, be unique, build their brand loyalty, share their experience with friends and family and, most importantly, have fun. Simultaneously, it allows brands to showcase their focus on their customers, offer a more personalized customer experience, strengthen their relationship with their individual consumers and increase their overall success as a business. Together, that makes this game a double win!
Want to learn more about challenge marketing, interactive content and what they can do for you? Check out our blog here!
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