We all seek engaging and interactive experiences, or simply put, ones that involve interaction and communication. We want to make contact, to build a relationship, to feel stimulated by the other side and to have the feeling that we experience something new. In today’s digital age, we expect a similar level of interactivity from the content we consume online.
That’s why interactive content is preferable to static content because it actively involves the user in the experience. Unlike static content that implies passive consumption (like this article you’re reading right now), interactive content can become a powerful tool for engaging users, driving traffic, and increasing conversions.
So let’s talk about the power of interactive content, and if you want to use it for your online campaigns, give us a call to create the most relevant and intriguing interactive content for your brand!
What is interactive content?
Interactive content may include:
– quizzes to help users learn more about a product, service or company
– surveys to learn more about user preferences
– calculators for evaluating a given product or for comparing the characteristics of similar products
– games
– photos and videos that offer a 360-degree view of the goods, services or experiences that the company offers
– interactive infographics and visual presentation (for example animation) of various data
– interactive timelines with important events, heat maps or overlays of various geographic or other maps
– assessments for educational purposes, to test knowledge or skills, to evaluate job applicants or to measure customer satisfaction
– virtual reality and augmented reality, etc.
Through interactive content, marketers strive to create a more memorable and impactful experience for the consumer. If the user feels engaged, whether with something entertaining or educational, their level of satisfaction will also be higher, and hence they will be more likely to make a purchase.
Advantages of interactive content
A 2017 study by the Content Marketing Institute and ion interactive found that 46% of marketers include interactive content in their digital strategies for clients. This is undoubtedly due to the advantages of using interactive content, which are:
Increased engagement
Interactive content requires the user to actively participate and as a result can lead to longer online sessions, higher click-through rates and increased social media shares.
Improved user experience
Interactive content can become a more enjoyable user experience because it can teach them something in a fun way, challenge them to explore an unknown or little-known topic, or reach new information.
Higher conversion rate
Interactive content can be a powerful tool for generating leads and increasing conversions. When the user feels involved in the process, it can increase their trust and drive them to action.
Better collection of user data
Through interactive content, it is possible to collect user data such as preferences, behavior and demographic data necessary to develop your company’s strategy.
How to create engaging interactive content
To create engaging interactive content, it’s a good idea to start by knowing your audience, their preferences, behaviors and needs. It’s also important to set clear goals, whether you want to generate leads, increase engagement, or drive sales. After that, you can also think about the type of content – it should meet your goals, fit into your overall marketing strategy and have the potential to touch your audience.
As we’ve said before, when creating content you need to start from the user experience (UX). Therefore, interactive content must be visually appealing, intuitive and easy to use.
Let us tell you why this is important in our article Better User Experience for More Successful Digital Marketing
It is good to bet on multimedia, videos and animations to create a more engaging experience. If it’s possible to personalize the content, do so. Personalization is a must in today’s digital marketing, as is mobile optimization.
Don’t forget to add share buttons and calls to action because sharing on social media helps to expand the reach of interactive content.
Finally, to know how your interactive content is performing and to adjust it if needed, measure and analyze its effectiveness.
How does this happen?
Carefully consider key indicators such as:
Engagement – This is revealed through metrics such as time spent on content, click-through rates, and completion rates.
Share – Number of social media shares, likes and comments.
Conversions – The goal of interactive content is often to drive conversions, whether through lead generation, sales, or other actions. Metrics like form fills, downloads, and purchases show how effective your content is on that metric.
Feedback – via surveys or other means provides valuable insight into how well your interactive content is engaging users.
Analytics – the detailed information about how users interact with your content and where they encounter problems.
Don’t underestimate interactive content because it’s another important tool to connect with your audience in a more engaging and personalized way. Interactive experiences that allow users to interact with content help build stronger connections between customers and a particular brand, drive conversions and stand out from the competition.
