Being Interactive Is Key for Effective Content Marketing, Finds Kaizen Study – Travolution

A study of the impact of 2,000 pieces of travel-related online content has found interactive posts are by far the most effective.

London-based digital agency Kaizen assessed content against three measures: social shares and the quantity and quality of the links, URL Rating and Referral Domains.

Interactive content like games, quizzes, and calculators and videos outstripped all other forms of content for both social shares and referring domains.

Kaizen broke the 2,000 individual pieces of content down into seven categories as well as interactive including: Infographic; Presentation; Video, Influencer, Non-Influencer, and Other.

Influencer content fared poorly for both social shares and referring domains while Non-Influencer content came in second behind Interactive content on both measures.

Other top line findings included Videos ranked second behind Interactives for URL rating. Kaizen said video is “highly successful for reliably earning unique backlinking domains”.

Infographics were found to suffer due to their static appearance and variable quality, but performed well for URL Ratings and for social shares, for which it was second behind Interactives.

Articles were found to represent the lowest resource cost of the content types and were able to achieve high rating both for URL Rating and Referring Domains.

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