Interactive Content: The Future of Digital Marketing
Content has long been the cornerstone of any digital marketing campaign. The kind of content that engages audiences today is more of a two-way communication rather than the content of yesteryears which were monologues. According to Inc magazine, interactive content engages user 23% more than static content.
If you Google for “tips” or “best” of anything, you’ll find a sea of content. The majority of the pages that you would click will be populated with pages of static content that users are expected to passively consume. But there’s so much content out there it’s becoming more and more difficult to grab the attention of users.
Content marketing strategies help spread the word. In recent past, you must have seen more engagement from users when the content was in the form of video or infographics. Currently, there’s no dearth of those types either. But even then the format isn’t interactive; it still is a one-way communication with video and graphics.
It’s easy to get lost in this sea of content creation and dissemination. Rather than feed more of the same to your loyal users, it makes much more sense to engage them with interactive forms of assessments, quizzes, 3d tours, and calculators.
Interactive content creates active engagement unlike just reading, listening or watching a video. These are not just for entertainment but effective bite-sized knowledge sharing resources. It can be embedded in a blog post or be part of a website without the user having to download or install a separate package.
Mobile apps have a much higher rate of customer engagement and retention just like interactive content. When a user interacts with interactive content, they get information out if it or entertainment or both. And in most cases they interaction in response to certain inputs by the user. In addition to having to remain alert, it provides key consumer insight for marketers.
Interactive content drives action which is the most important engagement criteria, a digital marketing campaign can ask for.
What are the different types of interactive contents and when are they used:
Quiz: Quizzes are effective for creating awareness. Most users who would engage in quizzes are in their research phase. Results of quizzes can direct the users to the next logical piece of content or action.
Polls: Polls can also be used for aiding people who are researching a certain kind of product or service. It would also expose the poll taker into your area of expertise.
Calculators: This kind of interactive content is helpful for consumers who are either comparing products or trying to make a decision.
Contests: Ever win something in a contest? I bet you sure will remember that for the rest of your life. Entering and winning a contest is emotionally engaging, and is a surefire way of driving engagement for your site or brand. You need to make sure that your giveaway prize is a good fit for your audience and not something like an iPhone that everyone wants.
Images /Pictures /3D: It helps people visualize. Travel companies and museums are prime examples where this type of content can be beneficial. Leaving nothing to imagination will leave almost no scope of doubt in the minds of the viewer. The marketer will be able to gather data for customer behavior from the interaction of the user with the interactive interface.
These are by no means an exhaustive list, but the very basic of interactive content types. Many companies worldwide have created their unique mix of interactive content that has made their names stick in the minds of their consumers.
Once your audience engages and enjoys the content, it’s the beginning of a long-term relationship with your brand. It will lead to trust and higher recall for your product.