Understanding Interactive Content And How Useful It Is To Increase Customer Engagement

Have you ever found yourself taking a quiz to discover your friendship style or enjoying animated infographics on the internet?

It’s a fact: interactive content like this really captures our attention!

People are drawn to creative and engaging content that breaks away from the ordinary and allows them to actively participate.

For brands, these types of materials are far more effective than traditional advertising and sales methods. That’s why interactive content is becoming increasingly prominent in marketing strategies.

Interactive content is the new powerhouse in content marketing. Until recently, this strategy primarily consisted of static materials like ebooks and blog posts.

Now is the time to encourage your audience to actively engage with your content, and that’s precisely what we’ll be discussing in this article.

What is Interactive Content?

With attention spans shrinking, capturing interest is a challenge. Just 45% of website clicks get over 15 seconds. People scan, they don’t read.

Engaging your audience is a content marketing hurdle. Solution? Try interactive content.

Interactive content involves engaging users, transforming passive consumption into an active experience. It can take various forms like calculators, quizzes, e-books, videos, and animated infographics, not limited to digital platforms, expanding engagement possibilities.

The internet, including blogs and social media, revolutionized media interactivity. Brands shifted from passive content marketing to engaging users actively. Interactive content now offers a more appealing and informative way for users to interact, marking the evolution of online marketing.

Interactive content provides engaging and useful information. You’ve likely encountered it on various websites. Here are some examples of interactive content:

• Calculator Tools
• Quiz and Assessment Forms
• Surveys and Polling
• Interactive Infographics
• Dynamic White Papers and Ebooks
• Personality Tests and Evaluations
• Augmented Reality Enhancements
• Engaging Timelines
• Contests and Giveaways
• 360° Interactive Videos and Walkthroughs

How Can Interactive Content Boost Customer Engagement?

Content marketing has expanded to the point that it has bombarded customers with posts on blogs and social media sites, many of which are of poor quality or relevance. Moreover, the inability to attract an information-hungry audience pushes brands to come up with unique ways to attract customers.

This is where interactive content marketing is useful. As a marketing solution for this, it increases customer engagement rates by providing an engaging consumer experience rather than just static content. It provides the consumer with a new style of consuming content, which is much lighter and more engaging.

This further motivates people to read anything and everything a brand shares, understand the message, and also share it ahead. Businesses can check whether engagement has increased or not by looking at certain metrics like the time spent on the site or how many times the link is shared with the help of interactive content platforms.

The user base on social media platforms has shown consistent growth, now encompassing a wider demographic. It’s not just younger users anymore, providing additional avenues to connect with potential customers. Furthermore, the greater the engagement your poll generates, the higher the likelihood that users will become familiar with your company name.

Interactive content is the bright future of content marketing. Currently, there is a boom in the use of interactive films, infographics, quizzes, benchmark tests, and other media. These types of interactive content are all over the internet and the growth graph of interactive content marketing will only go upwards in the future.

What’s Possible? Interactive Content Illustrations

Interactive content offers a chance for creativity to shine. While certain content types are popular, originality and brand storytelling can lead to significant gains. Now, let’s explore some examples to inspire you.

●  Interactive Infographics

Blackbaud‘s approach to onboarding for Blackbaud University stands as a prime example. They designed a microsite for new students, offering case studies, white papers, and interactive tools like calculators, a quiz, and a survey. This interactive approach effectively conveys the value of their nonprofit training program.

● Surveys and Polls

Surveys and polls engage customers, gathering valuable feedback and user data. They offer an interactive way for consumers to participate in your brand’s content, boosting data capture and engagement. For instance, a web design firm used a quiz tool to guide customers in reaching out to sales, streamlining the process, and qualifying leads effectively. This engaging approach increases the likelihood of user participation compared to traditional web forms.

● Interactive White Papers, Reports, and eBooks

Interactive eBooks gained traction in 2018, offering a more engaging alternative to traditional white papers and reports. For instance, Clark Kokich’s “Do or Die” exemplifies an interactive eBook, featuring web-specific elements like video interviews, case studies, and supplemental links. Apply this concept to your existing content—release both static and interactive versions for a dynamic user experience.

● Tools and Calculators

Another effective form of interactive content involves the use of calculators and tools. These practical resources assist users in complex tasks or help them assess their situation, making them a powerful way to engage your target audience.

For instance, Kaufman Rossin, a CPA and financial advisory firm, developed a US tax calculator tailored for foreign-owned corporations. This tool enabled users to compare federal taxes with those in states with substantial foreign capital investment.

Final Thoughts

The level of interactivity in your content directly correlates with increased conversion and engagement rates. A well-crafted digital marketing approach has the power to enthrall your existing customer base, extend your reach to fresh audiences, and effectively showcase your offerings, giving you an edge over competitors.

In the end, the specific form of interactive content you create will hinge on your digital marketing objectives, the demographics you’re targeting, and the platform you’re using. However, one thing remains evident: interactive content is bound to deliver enhanced engagement and conversions and foster customer loyalty.