You just have to spend some time on social media to see that the digital world is becoming more and more Interactive. Consumers these days are not happy to just view an ad or a piece of content, they want to be able to engage with it, move it around to suit their preferences and generally experience it in a way that goes beyond just the visual.
According to the Content Marketing Institute, 51% of marketers use interactive content and have been doing so for at least three years. Interactive content is also on the increase with 75% of marketers surveyed by the Content Marketing Institute declaring that they were going to increase the amount of interactive content they produce over the next year.
What types of interactive content are there?
There are plenty of different types of interactive content, and most are suitable for buyers at different stages of their journey. Interactive content is basically anything that a potential customer or viewer can get hands on and involved with and it includes calculators, games, contests, quizzes, assessments, interactive infographics and much more.
Most interactive content types are most appropriate for the early stages in the buyer’s journey where the customer is still in the awareness and evaluation process. According to the Content Marketing Institute there are a number of benefits associated with the use of interactive content at this stage, including:
- Attention getting. Interactive content gets attention from consumers more effectively than more static forms of content. This is great if you want to stand out from the rest of the crowd and differentiate yourself at an early stage.
- Enhancement of brand message. If you want to really reinforce your brand message, find a way to do it interactively. This is best when used in association with more traditional marketing techniques and tactics.
- More exposure. Interactive content is reusable and shareable which means that a single calculator or quiz can have a huge amount of value over time. If you are looking for a way to bring people to your website time and time again, a piece of interactive content might be just the way to do it.
- Increased engagement. Engagement is the cornerstone of any effective marketing strategy and increasing your audience’s engagement with your content can in turn increase their level of engagement with your brand as a whole.
In spite of its many benefits, a number of organisations still feel uncomfortable using interactive content. This is usually because of budget constraints or lack of technical expertise. If you’re hesitating or you haven’t yet thought about how interactive content can help you, why not give it a try and see what happens?
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