No matter where you scroll from– we bet content surrounds you on a daily basis. You get it from newsletters, social media feeds, e-books, YouTube videos, websites, and even right now reading our post.
Businesses will do everything to engage their consumers and content, as we all know massively dominates other forms of marketing and with a good reason. Content marketing is all the rage right now because modern consumers have long lost their patience – as such their average attention span is something around 10 seconds now! The quicker and more interactive the content, the better.
If you’re not using it, you’re missing out on an opportunity to create real, meaningful connections with your brand audience and more than 93% of marketers agree with that.
Interactive Content: What About It?
Interactive content has topped the charts in the last few years, and it looks like it’s here to stay. 62% of marketers already use it, while 88% plan to make the switch. This marketing strategy involves the creation of content that requires and enables consumer participation, as opposed to just passive viewing.
Interactive content helps people interact by activating their natural curiosity – whether that is answering questions, exploring scenarios to see what happens or making choices. It offers users an experience in which they can do, feel, and say something – in turn developing significant consumer-brand connections. Done right, your audience will feel like they’re connecting with someone who understands their needs and wants to help provide solutions.
Ask any reputable digital marketing agency why interaction is important for your brand, and they’ll tell you the same: interaction drives more traffic, more engagement, and more leads. It catches the eye, drives consumer engagement, brings repeat visitors and massive viewing exposures.
Give Them Polls, Give Them Quizzes and More
Interactive content is like pizza. It comes in different sizes and shapes and lets you have any topping in the world. But at the end of it, we love pizza that much.
Like pizza, interactive content no matter which kind, works well. That’s because interactive content is engaging and adds value to everyone’s time. Here are some of the most popular types of interactive content out there.
1. Quizzes and Questionnaires
Educational content really catches attention and is the most successful type of B2B content in generating leads and acquiring new customers. We know how games work, so why not turn those mechanics into something more intuitive? Interactive quizzes not only give users a sense of achievement as they test their knowledge, but they also keep them engaged on your platform for longer.
Surveys and questionnaires can be used to identify any potential barriers of sale – using questions designed to identify any doubts, objectives, and pain points of your users, and what they’re looking to achieve. You can then salvage this data and use it to make significant improvements to your user experience to increase conversion rates.
2. Branded Games
Ideal for engaging lead generations or an existing audience at an event, branded games featuring competitions and prize draws are powerful marketing strategies for driving user engagement. Rewarding participation will encourage users to give up their details or take specific actions to compete for a prize offered by your brand.
Prizes could be drawn from leader board entrants or nomination of friends to encourage shares and increase the reach of your interactive content. How you choose to run your competition depends on you, but if that’s not something you’re 100% sure about you can always hire a reliable SEO company London to handle your campaigns. However, choosing to run a gaming competition is also useful in strengthening your brand’s social media presence and reach.
Calculators are perfect if you want to provide your audience with an estimate based on their input. This can be everything from a rough guide of your service or product, or even something educational.
People look for trustworthy content and there’s nothing more reliable and trustworthy like a calculator. It can help make the buyer journey more bearable and gain trust of the audience. Your job is to make sure the calculator genuinely serves your audience and answers their queries – and not just feed you with lead data.
4. Interactive Infographics
Interactive infographics are literally the best ways to convey concepts and data in easily digestible formats. They’re ideal for users who want to “learn on the spot” and if they contain friendly colors and animations, even better.
As we’ve previously mentioned, the modern user no longer has the patience to read words and phrases – these enter the short-term memory which means the brain is able to store only a few general concepts that are often mentally discarded a few minutes later.
Infographics are something else. Our brain does a better job when looking at images, as it stores them in long-term memory – improving the recall rate over time.
If you have something important to communicate to your audience and want to make sure it sticks long after, make sure it’s within an image.
Be bold, try adding moving, interactive elements. People love them and this will increase the chance for them to retain that information and engage with your brand positively.
5. Surveys and Polls
Who doesn’t love surveys and polls? They’re easy to set up and can be used to collect critical data from your audience. You can salvage data from feedback on services, products, content or customer service to audience data and profiling such as interests and infographics. It’s also advisable that you offer some rewards – surveys aren’t always fun for the user, but rewards or incentives can be a powerful motivator to convince people to give up their details.
Thank you for reading this and if you’re ready to change what and how your audience is consuming your content, we hope this post will help. Since we all love interaction, it’s important to use practices that offer what consumers are looking for.