Interactive Content — What is it?
Interactive content is a form of content that requires the active engagement of users and encourage them to take a desirable action. These actions can be as simple as clicking to reveal more information, submit his email for more updates, or take part in a quiz.
Contrast this with other forms of content: reading an article, listening to a podcast, or watching a video. Instead of passively reading, listening, or watching, with interactive content the users are required to be more active towards the content. As reward for their actions, they get hyper-relevant results and feedback which they actually care about.
Interactive content gives marketers a way to actively engage their audience with quality experiences that capture insights and provide useful information. The audience becomes an integral part of a dynamic, two-way experience. In order to meet the rising demands of content consumers, smart businesses today are increasingly utilizing interactivity in their content marketing to maximize engagement across the board.
The modern marketing challenge
The bar has risen to extreme height for marketers today. Even with unparalleled budgeting and resources, accomplishment is not easy. Continually badgered with expectations that seem never ending of improving ROI, marketers need solutions that are result oriented at all costs.
Content marketing is one of the highly effective means to find and engage your audience, and today 72% are creating more content than they were creating last year. This stuff works. But they are still struggling to come up with the perfect content – sadly, a majority of them are creating posts that never see the light of day. 94% of marketers use content marketing, yet only 9% say it is very effective.
Why interactive content works
At its core, it is a way to start a conversation with the audience. For a conversation to be effective, you have to interact – you need to get the person you are trying to reach to participate actively in the process. The same goes for business owners.
Conversation before conversion
By enabling a two-way dialogue, allowing personalized and a user-focused experience you can achieve good results.
A major reason for its success is, humans can’t resist comparing, contest, share their opinion to simply enjoy testing themselves and others. 81% of B2B marketers agree that interactive content generates more attention. At the same time, there’s an exchange of interaction that allows the user to get a very diverse result taking them a step further on the journey that is based on how they answered. That personalization is appealing and arouses curiosity.
Interactive content is the future
Interactivity has been used by advanced digital marketing for years. The pioneers being powerhouses like The Daily Mail and BuzzFeed producing content that aggravates and urges to react, they started spreading it on social media and other places of high traffic. Today, in the B2B world, it’s starting to pick up steam. Unfortunately, creating interactive content has proven to be hard, expensive, often requiring customized development and a lot of agency time.
Gone are the days when static text content is enough to get by. New studies showed that most internet users have a shorter attention span now than ever before. Moreover, most of them are busier nowadays. In fact, the idea of spending just a few minutes reading a long boring content is enough to make most internet users quickly close your site and go to your competitor.
Read more: Top 5 Benefits of Interactive Content
Types of Interactive Content
To understand the interactive content and why you need it, we will take a look at various types and medium of it. Of course, the list below does not list all the possible examples. Anything that requires the active engagement of participant or audience can be categorized as interactive content.
Some of the more common examples include:
Buzzsumo, Socialbaker, Copyblogger and tons of other top content marketing agencies all make use of quizzes when engaging their audience. Smart marketers have learned that the use of quizzes always work when you want to get the audience to participate actively in your content. The result of the quiz can be very useful for recommending the most relevant subsequent contents.
A study by Wordstream.com showed that quizzes boast an 80% completion rate. When you incorporate quizzes into your content, you will have a much higher rate of completion and engagement.
Polls and Surveys
Take a look at all the major content marketing websites, almost, if not all of them make use of polls and surveys at some point in their marketing. The use of polls and surveys is a great way to fulfill a wide variety of needs for both the creator and user. With a survey, a business can better understand the prospect and learn of his behavior and what he needs.
Perhaps, the sole reason why polls are becoming very popular in recent years is because you can use them to interact, engage, and converse with your audience in a simple and effective way.
Assessments are also becoming very popular in recent years. It is a great tool a business can use to gain insight into the personality of a prospect. Moreover, a smart business can make use of this type of interactive content to identify a need, compare their company to benchmarks, and complete other types of self-diagnosis.
Are you looking for a loan and want to know if you’re eligible? Fill out the form below to find out. This is something we all have come across and have interacted exactly the way the creators intended. It is practically the cheapest interactive content tool to make the visitor participate until the end where he is revealed about the result. These forms and calculators are widely being used by banks and money lender websites and are the cheapest to make. They gather enough data to meet their goals and craft policies and packages that sell.
It is the best fit to satisfy CEOs and top executive managers. When you talk money, you are bound to get many people interested. Calculators are all about money and can be used in a creative way in engaging and educating your audience.
This is one of the oldest types of interactive contents. Human beings are hardwired to take part in contests. Smart marketers are increasingly leveraging contests in boosting engagement, offering value, and getting useful prospects’ data. Similarly, with contests, you can be able to generate authentic and engaging user-generated contents.
Interactive video contents are becoming popular in recent days. They boast of massive engagement and conversion. This is because not only can the audience watch these videos but can also click, swipe, and engage through Call-To-Action overlays.
When you incorporate interactivity within promotional videos, you can turn into a conversion machine. These videos allow you to communicate a desired message to the right audience in a powerful way. This usually results in a more educated and engaged audience who are likely to make a purchase.
Infographics usually present a boring information in a visually compelling way. You can create infographics with flip tiles, embedded questions, flexible user paths, and more. Perhaps, one of the greatest benefits of using infographics is the ability to summarize your information quickly while you still have the attention of the user.
Infographics are the most shareable and engaging forms of content. The way they are created makes it interesting to read and understand the core ideology within no time. To grab attention and arouse curiosity among readers, they require clicking or scrolling to reveal the next part. Is used wisely, an interactive infographic can improve backlinks and stay time will increase plummeting bounce rate.
Examples of Interactive Content
You can find some great examples in the Weld Gallery, under the “Animations and Interactivity” section.
How to Create Interactive Content
To achieve the goal of getting the audience to be more engaged and spend more time, some sort of interactive content tool may be utilized.
Interactive content may be used to create engagement on a landing page, blog post, email, paid media ad and social media. It can be placed on any webpage and inside any content management system (CMS) or e-commerce web platform.
See also the video “Creating Interactive Web Content”.
What Do the Stats Say About Interactive Content?
Most time, it is very important to look at the numbers to know if you are on the right track. In recent years, there has been a number of studies on the effectiveness of interactive contents.
Below are some of the most common stats you need to know:
- In a survey, 81% of marketers agreed that the use of the interactive content is more effective and grabs more attention than static content.
- 88% of marketers say interactive content is effective at differentiating their brand
- 66% of smart marketers already using interactive contents in their marketing reported that overall audience engagement has gone up since implementing it.
- 88% of marketers say interactive content differentiates them from their competitors.
- 70% of B2B marketers are creating more content today than they did a year before.
- LinkedIn study showed that interactive content generates 4-5x more page views than static content
- Another independent study by Inc revealed that 93% of marketers surveyed agreed that interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content.
- 88% of B2B marketers vowed that at least 10-30% of their content would be interactive by 2018.