What is interactive content and why is it important?

Written by Team EMB

January 28, 2022

Content Marketing

Interactive content is one of the important ways for content marketers to tackle the challenges of the pacey digital world. Interactive content focuses on personalising the consumer with your marketing messages in a more targeted manner.

Relying simply on traditional content marketing practices cannot be feasible for marketers in a fast-moving digital world.

Therefore, you need to know the importance of content marketing.

Interactive content opens an array of options for marketers to better interact and communicate with their audience.

Interactive content is important for your content marketing initiatives from three standpoints:

  • Awareness
  • Education
  • Engagement

Interactive content helps in bringing versatility to your marketing initiatives. Further, they complement your other marketing initiatives to help them perform better.

The following sections discuss interactive content in-depth. The reading can help you get started with making interactive content an important part of your marketing exercise.

What is interactive content?

All forms of content that require the users to interact rather than just passively consume the content can be considered interactive content. Examples of these types of content include interactive videos, surveys, polls, payment calculators, and interactive infographics.

As per the report published by AOL, around 27,000,000 pieces of content are shared every day across the internet. This speaks of the level of competitiveness in the landscape and the pressing need for marketers to stand their content out as unique. Interactive content rightly solves this purpose by stepping up and taking the brand forward than static content. They provide the users with creative values for interacting with brands.

Reasons for including interactive content in your marketing campaigns

1. Interactive content is a great way to start a two-way conversation

Interactive content provides marketers with the opportunity to engage with the audience meaningfully. Unlike static content, interactive content is time savvy and propels for user engagement.

Moreover, unlike many other long forms of content, interactive content conveys complex information and ideas in a simple manner.

This form of content is unique in many ways. Interactive content helps attract the audience’s attention by providing them with the reasons to connect and participate. This type of content is a way forward to many long-form traditional contents with long reads of text.

 2.  Increases the shareability of the content on the internet

Interactive content is a great source of social media shares and can help your business go viral. These types of content have the element of fun in them. They make the experience of the users more exciting and participative. Interactive videos especially are a great source of engagement for businesses on social media.

Likewise, when the reader comes to know about the many interesting facts via infographics, they share it across their network and save it on their bookmarks. Interactive content hence triggers positive responses and emotions of your audience.

The responses and engagement of such posts prove to turn out much better than compared to static content.

 3. Interactive content creates brand loyalty

Catchy phrases, giveaway contests, and visual aesthetics are some of the creative ways in which the brands push for seeking attention. Over time, they build the connection with their audience and translate their engagement for seeking brand loyalty. There are many examples (https://outgrow.co/blog/interactive-marketing-examples) to cite the effectiveness of interactive content in building a loyal consumer base. Adidas, Coca-Cola, and many more have been able to successfully integrate interactive content in their marketing campaigns.

Through interactive content, marketers have the opportunity to tap into what the user wants to listen to or read. Such answers are direct and accurate which encourages the relationship between the audience and the brand. This is important in eventually drawing brand loyalty by giving the audience the reasons to stick to your offerings. By building brand loyalty, you can ultimately drive more product recommendations and positively reinforce your values.

 4. Interactive content helps in standing against your competition

Interactive content helps your brand to stand out from your competition. This type of content is indeed the future of content marketing. By moving early and tapping into your audience’s preferences, you can boost traffic and engagement in your website.

Interactive content also has a lot of advantages in achieving the SEO goals of your organization. Such type of content positions your business in a better manner. Content initiatives like quizzes and polls give your business an image of experts.

Not just this, interactive content can be smartly interlinked with your other content pieces. This eventually adds to the value of your content marketing initiatives and helps in boosting your credibility.

 5. Helps your B2B marketing initiatives

Marketing messages and campaigns for B2B audiences must be carefully drawn. The purchase journey and decision-making exercise in this segment are more complex. Dealing with B2B audiences, content marketers need to be attentive about drawing their message.

Interactive content is the means through which marketers can break these barriers. It is generally perceived that marketing initiatives for B2B audiences must be typical and conventional. This is to reduce the risks of marketing initiatives for such an audience to take the wrong turn.

Infusing interactive content in your marketing initiatives can be the real game-changer for such an audience. As the research firm Forrester (https://www.forrester.com/blogs/16-10-13-three_ways_b2b_marketers_can_put_interactive_content_to_work/) puts – “Interactive content (i.e., online assessments, calculators, and quizzes) helps B2B marketers shift from explaining to conversing. Interactive tools help to create an across-the-table approach at scale.”

Thus, interactive content allows the B2B audience to have a closer look into your business and expand the scope for generating leads and prospects.

 Various types of interactive content to adopt

1. Interactive infographics

Interactive infographics must be your go-to strategy if the information you want to communicate consists of complex details and intricacies. The following are the benefits of interactive infographics:

  • They are rich in data.
  • They have a unique visual appeal and are eye-catching by nature.
  • They help in communicating information in a more systematic manner. Further, they are easier to understand and cover a wide variety of details.
  • Visual elements like animated infographics can serve very important purposes like providing tutorials.
  • Infographics save time and are convenient to relook every time

2. Polls and surveys

Polls and surveys have a proven impact in gathering your audience’s engagement. They are an interesting way to capture the data and preferences of your audience while making the exercise fun and engaging for them.

It hence allows the businesses to formulate their strategies and plan of action with strategic values.

The further advantage of building polls and surveys is that it helps to strengthen the authenticity of the brand.

Further polls and surveys are very beneficial for generating leads. You can also improve your customer profiles by looking into various aspects like demography, age, and gender of respondents to make various decisions.

Such exercises help monitor the levels of customer satisfaction and gather necessary feedback from the respondents.

 3. Fact Boxes

Fact boxes may look similar to infographics in some aspects. However, they are very different from them in nature.

Fact boxes can be referred to as visual boxes that consist of various facts and details on any subject and topic. An infographic on the other hand is more data oriented and has elements like graphs and charts.

The objective of a fact box is to present very important information in a visually emphatic manner.

4. Interactive quizzes and giveaways

Quizzes and giveaways are some of the other effective ways of associating with your audience.

Such marketing tactics can help your brand segment your audience by tapping into the personalized responses of your audience.

For instance, Airbnb has been effectively using quizzes as a means to catch answers from their audience. In this way, they are able to better offer services aligned with the personalized needs of every member.

  5. Interactive films and videos

Interactive films and videos can take your content marketing initiatives to the next level. The growth of AR & VR technology unlocks new levels of the potential of engagement for your brands.

Interactive films and videos present marketers with the opportunity to create dynamic and personalized content for their audience. Videos give users the flexibility of choice to decide what information they want and what part they want to skip.

Further, the other major advantage of video marketing is that it helps in bringing your marketing message in a more direct and demonstrative manner.

A lot of brands have lately realized the importance of video content and have started adopting the medium. Videos help in driving action by fascinating them with their stories.

This comes along with the rise in the presence of the users on platforms like Youtube and also the social media platforms like Facebook & Instagram.

How to plan your interactive content?

Your digital marketing initiatives must focus on the importance of moving fast and staying relevant in the eyes of your audience. Our discussion has talked a lot about the benefits of interactive content.

However, to build a successful interactive content plan, you must consider the following given points:

 1. Outline your objectives clearly

Like any other marketing campaign, it is essential to outline your marketing objectives in a clearly defined manner. Further, it is essential to determine that your plans with interactive content must clearly align and complement your other marketing plans.

The idea of using interactive content is to focus on capturing the interest of your audience by making it shareable on various channels.

 2. Make the best use of the content you already have

One of the effective ways of making your interactive content is to use the materials you already have. This can help both the content to mutually benefit each other and serve the large purpose of your marketing initiatives.

 3. Make use of data to build your interactive content

Having an understanding of data can help you add value to your content by planning better. Before making any initiatives for building your content, ensure that you are interacting with the right fit of persona. This can help you drive results better and increase your engagement.

 4. Keep in mind the sales funnel

Interactive content can be really useful in driving your prospects down to the sales funnel. This helps in getting a better understanding of the type of audience you want to work for.

Deciding this can help you avoid the risk of making wasted efforts and work on the predetermined goals.

Based on this, you must aim for a suitable channel to spread your content and strategise accordingly.

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