What is interactive content and why should it be part of your strategy?
Audience engagement, leads generation, and improvement of the conversion rate. These are some of the benefits interactive content brings to your strategy, supporting the importance of having intelligent techniques in the marketing universe. If we regard this universe as a constant game for attention, going ahead of the competition is crucial for your business success.
But you must be wondering how to do this effectively, mainly because nowadays most marketers are already using professional strategies to achieve their business goals.
So, how to differ your content from theirs and get to grow even faster? That’s what you will discover by reading this article. Check it out!
What is interactive content?
First of all, let’s start by understanding what interactive content is and how it works. If you have been on the web for the last ten years, you have probably been consuming interactive content without even realizing it.
That is because, although marketers have started paying more attention to that recently, this kind of content has already been around for a time now.
Certainly, you have already downloaded an e-book, shared an infographic, or played a quiz regarding a topic of your interest on the internet, haven’t you? That’s what we are talking about.
When we consume some interactive content, we are immediately contributing to the success of that chosen conversion strategy.
However, for the content to spark interest, obviously it must be relevant and accessible from different devices at any time. After all, other than just passive viewers, people have become an integral part of the communicative experience. So, to reach better, higher, and faster conversion rates, the product or service has to meet real audience expectations.
That said, we can sum up interactive content by saying it is a kind of content based on public participation. In simpler words, it is like a conversation you do not necessarily have to be present, though.
Your virtual presence, if well planned, is enough for the success of your strategy.
A good example is when companies offer free content such as e-books. To download, then, users need to fill up a form in which they will provide their e-mail to the company.
That done, the company will be able to offer new products and services to its e-mail list, inspiring new engagements.
Below, you can see three other types of interactive content used as part of a good marketing strategy.
Quizzes are one of the most popular examples of interactive content, usually found on websites, blogs, and social media. Did you know that 96 percent of users who start BuzzFeed quizzes finish them?
Competition is part of the human being. After all, we always want to show how better we are than everybody else, whatever it is. So, investing in this kind of content is certainly a good strategy for generating new leads.
Interactive infographics are among the most shareable types of content. That is what the marketing expert Neil Patel says, who wrote a post in 2014 explaining how to get an exorbitant number of visitors on your website by using infographics. For effectiveness, infographics must be beautifully designed and induce user’s actions.
This means that, in addition to statistics, the infographic needs to combine a great visual language and persuade users to engage through clicks or scrolling.
Calculators work as excellent interactive content because they give users personalized solutions, providing huge value for your website visitors. This kind of content consists of taking users’ input and give them results about what they are searching for.
As an example, take insurance companies that provide free quotes to visitors interested in purchasing their services.
Why include interactive content in a marketing strategy?
Now that you already know what interactive content is, how it works, and what the most common types of content are, let’s talk about their main benefits for a marketing strategy.
Improves consumer retention
It is not easy to retain consumers when you only offer static and traditional content. On the other hand, when you offer interactive content, chances are you will capture users’ attention much more.
Think, for a moment, about your own experience on the internet: you prefer visual and interactive content than just reading, reading, reading… without interacting, right? Everyone does!
Furthermore, by offering interactive contents companies can gather user data such as consumer preferences and behaviors that will enable more effective marketing campaigns, based on the type of products and services those customers demand.
Engages your audience
With technology expansion increasing consumers’ expectations, it has become difficult for companies to stand out from the competition. Interactive content can help brands narrow that gap and work for better results by focusing on the real needs and requirements of the users.
That is because this kind of content influences an action, encouraging people to get actively involved rather than passively consume content. In this sense, when these contents are really interesting, the leads tend to be more able to continue the progressive path in their journey through the company’s sales funnel.
Generates new leads
That is simple and logical: interactive contents generate more leads than static content simply because it is more engaging. An interactive video, for instance, is much more immersive than a conventional video that does not induce an action.
It encourages users to compete, compare, test themselves, and consume information faster, achieving more effective results, based on their preferences and interests.
Improves conversion rate
Believe it or not, even a poorly executed interactive content is more efficient than good static content, engaging the audience and increasing conversion rates. That is so because even the most rudimentary form of interactive content induces user action, which, by its very nature, requires some kind of interaction, however small it may be.
To conclude, remember that interactive content should not be regarded as a specific and unique communication effort. This is an ongoing part of any marketing strategy.
These revolutionary techniques allow brands to develop increasingly consistent and qualified messages, which are responsible for keeping users involved with the products and services offered, whatever they are.
Now you are better prepared to deal with customers through content. Do you want to learn more about marketing strategies? Subscribe to our newsletter and improve your business, then!