On an average, 4.4[i] million blog posts are published every day. The competition is intense and static content is no longer the king. Content strategists and marketers are constantly striving to curate unique and interesting content. So, is there a way to draw attention in this internet-savvy environment?
This is where interactive content enters the picture.
Today, customers lean towards content that speaks with them. So, here’s our quick take on interactive content and why you need to include it in your content strategy. Let’s dive in!
What is Interactive Content and Why You Must Incorporate it in Your Content Marketing Strategy?
Interactive content enables active engagement from consumers and creates a dynamic, two-way experience. It encourages consumer input by asking questions, making choices, or exploring scenarios to poke their curiosity. Twitter polls, Website Grader tool, etc., are some examples of interactive content.
The following are some reasons to incorporate interactive content in your content strategy –
- Generate Higher Engagement: People love to share useful, interactive content pieces on social media. Visual content is shared 40x[ii] times more likely to be shared on social media. Therefore, it is useful in increasing your share rates and referral traffic.
- Capture More Leads: 91%[iii] of B2B buyers prefer interactive content over text-heavy content. The more you engage with your potential customers, the more likely they are to become your customers.
- Boost Brand Loyalty: 79%[iv] of marketing experts reported that interactive content has reusable value that brings repeat visitors. Interactive content allows you to gather data about your customers so you can deliver what they expect. This ultimately boosts your brand loyalty.
What are the Types of Interactive Content?
Standing out and capturing the attention of your targeted audience amidst all the noise on the internet takes effort. Interactive content may demand effort and add to the marketing costs but the results it brings are worth it.
With that in mind, let’s take a look at 4 types of interactive content that can bring higher engagement and make your brand memorable –
1. Interactive Infographics
We all love colors and data visualization, don’t we? Infographics are the pictorial representation of data in a minimalistic yet interesting way. That is the reason 65%[v] of B2B marketers incorporate infographics in their content strategy. However, with this level of competition, static infographics are not going to get enough traction. So, marketers are getting creative by using interactive infographics.
An interactive infographic enables audiences to interact with data by clicking on certain sections. They can dig deeper in a stat and tweak the data input that would enable them a personalized reading. The family fun interactive infographic by Marriott hotel in Scottsdale, Arizona, is a great example. It creates an itinerary based on the user’s input.
2. Quizzes and Polls
Quizzes and polls are the most traditional yet versatile forms of interactive content. Quizzes are a set of questionnaires with multiple choice answers that enable users to select the most appropriate answer. According to studies, more than 96%[vi] of Buzzfeed users finish the quiz they start. “What City Should You Actually Live In?” is a quiz posted by Buzzfeed that is viewed more than 22 million times.
Seeing the immense boost in the popularity of quizzes, platforms like Twitter and Instagram offer default quiz/polls options.
3. Interactive Videos
82%[vii] of the web traffic is predicted to come from videos by 2022. So, marketers are getting creative with videos and curating interactive videos as part of their content strategy. To make videos interactive, they utilize mouseover elements, hotspots, and tags.
This dual experience video by Honda that walks customers through two driving experiences is a great example of an interactive video. The viewers can press the ‘R’ button (referring to the Honda Model featured, the Civic Type R) to switch between these two experiences.
4. Interactive Calculators
Similar to quizzes, interactive calculators take input from users and generate results. Folks on the internet engage with interactive, short-form content that solves their purpose. For instance, measurement tools or calculators. They not only add value but also increase the likelihood of lead generation. Check out this Buy vs Rent Calculator by Magicbricks that helps their potential customers to figure out whether buying a property is better than renting it.
Regardless of the type of interactive content you create, be it an infographic, quiz, video – it must be audience-focused. The key is to curate dynamic content that piques your audience’s interest while conveying the key message in the process.
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