When It Comes to Content Marketing, Think Like a Bee
It is official — Spring has sprung. With the beginning of Spring, there are a lot of things to look forward to — flowers are in bloom, the sun is shining and our days are longer. You know who else looks forward to this season? Bees!
Bees are incredible creatures and while you may not know it, there is a lot of Interactive Content inspiration that can be drawn from the world of bees.
The Case for Cross Pollination
Did you know that approximately 80% of all produce and crops within the United States exists today because of Bees? From apples and onions to avocados and almonds, at some point, a bee came along and pollinated this produce. Pollination is the act of transferring pollen and seeds from one flower to another which in turn fertilizes the plant and allows for it to grow the delicious fruits and veggies we love. So basically, it is kinda a big deal if you like to eat.
So how does this relate to the world of interactive content marketing? Well, modern marketers know that cross-pollination of interactive content pieces is a great way to produce fruitful lead and demand generation programs. Why rely on one piece of interactive content when you can create an interwoven system of interactive tools and resources that you can build upon and link to one another to allow users to create their own personalized journey? If you are not yet thinking programmatically about your Interactive Content you could be missing out on a huge opportunity to provide a meaningful user journey that may allow your sales team to pick up right where the user left off within their digital dialogue. Show me the money, Honey!
Communication is key
For bees, communication is key to their survival. They are unique in that they are able to communicate to one another through a combination of pheromones and dance. The main goal of this communication is to spread the word about fruitful flower patches ripe for pollination.
As with bees, communication is a key element for the success of any interactive content program. The beauty of interactive content is the mutually beneficial information exchange between the user and the marketer. For example, when a user engages with an online solution finder and has answered 10 questions about their needs and pain points and are served up with a personalized recommendation, it is critical that their inputs make their way to the sales team. This allows sales to pick up right where the solution finder left off instead of leaving users to explain themselves for the second time. This exchange of information can be extremely powerful.
Natural Problem Solvers
Something you may not know about bees is that they are natural problem solvers. Research from the Royal Holloway University in London found that bees are able to identify the shortest route possible in between flower sites. In Mathematics, this is known as the ‘traveling salesman problem.’ Considering that bees have an average of 900 cells that make up their brains this is a pretty impressive ability!
As you can imagine, Interactive Content has some serious problem-solving chops! The main benefit of interactive content is that it is able to open up a dialogue with the user, find out what their specific needs are, and help show them relevant information that will help them solve for pain points they may be experiencing. You no longer need to leave readers to their own devices to comb through a 30-page white paper to identify how your product or service can help you solve a particular problem. Instead, you can leverage interactive content to provide the most useful and meaningful user experience possible.
Check out these interactive content examples to see what all the buzz is about:
So there you have it! When it comes to Interactive Content, it just makes sense to think like a bee — solve problems, be communicative, and never forget to cross-pollinate!