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:
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 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 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 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 in 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 a 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 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 on 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. In dealing with B2B audiences, content marketers need to be attentive to 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 a 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 it – “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.
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 personalised 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 personalised 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 potential 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 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 working on the predetermined goals. Based on this, you must aim for a suitable channel to spread your content and strategise accordingly.
Interactive Content Examples
Interactive content is digital content that encourages participation from the audience. Interactive content can come in many forms: from polls and quizzes to videos and games, and everything in between. These interactive content examples can help you engage your audience.
- Quizzes: Quizzes allow you to assess your audience’s knowledge about a topic. You can create them in many formats, including multiple-choice and open-ended questions.
- Surveys and polls: These are great ways to gather feedback from your audience. They can be used to collect data on your audience’s opinions or preferences about a topic.
- Interactive videos: Viewers can interact with the video by clicking on hotspots and choosing their own route through it. These videos can be used to tell stories, show products, or provide instruction content.
- Games: These games are a great way to keep your audience engaged and returning for more. You can use them to teach a skill, promote a product or provide entertainment.
- Interactive calculators and quizzes: Quizzes and interactive calculators can be a great way for your audience to test their knowledge or help them calculate complicated data. These calculators can be used in many industries, including finance and healthcare.
- Virtual tours: Virtual tours can be a great way of showcasing a product or location. Virtual tours allow viewers to interact with the content and explore the space in a way not possible with traditional videos or photos.
- Interactive infographics: Infographics have a long history of being a popular method to present data. However, interactive elements can make them even more interesting. Interactive infographics enable viewers to experience the data in a more immersive manner.
Interactive content can be a great way for your audience to interact and make it more memorable. Interactive elements can be used to encourage participation and enhance the experience for your audience.
Interactive content is a powerful tool for engaging audiences and driving better results. Whether it’s in the form of quizzes, polls, surveys, or interactive videos, it allows users to actively participate in the content they consume, creating a more immersive and memorable experience. By leveraging interactive content, brands and content creators can increase audience engagement, boost brand awareness, generate leads, and ultimately, drive more conversions. With the rise of social media and mobile devices, the demand for interactive content is only going to grow in the coming years. Therefore, it’s essential for businesses and marketers to incorporate interactive content into their marketing strategies to stay relevant and competitive in today’s digital landscape.
Interactive content is any type of online content that requires active engagement from the user, such as quizzes, polls, and surveys. This type of content is essential for businesses looking to increase user engagement and drive conversions.
Interactive content is a powerful tool for capturing and holding users’ attention in a world of endless digital distractions. By providing an interactive and engaging experience, businesses can differentiate themselves from their competitors and create a more memorable brand experience.
To create effective interactive content, it’s essential to understand your audience and their preferences. Use your knowledge to craft content that is both engaging and relevant to your target demographic. By understanding your audience, you can create interactive content that resonates with them and drives conversions.
Absolutely! Interactive content is an excellent tool for lead generation, as it allows you to collect valuable data and contact information from potential customers. Additionally, interactive content can help you nurture leads and guide them through the sales funnel, ultimately increasing your overall conversion rate.
At Expand My Business, we specialize in helping businesses of all sizes create effective marketing strategies that incorporate interactive content. Our team of experts can work with you to identify your goals, understand your audience, and create custom interactive content that drives results. Contact us today to learn more!