You may be familiar with the popular saying “content is king.” While this still holds true, it seems that in today’s day and age this saying is ready for a much-needed update: “interactive content is king.” If you’re looking for a way to help your company stand out amongst the crowd, creating and distributing high quality, interactive content will surely accomplish this goal for you. In this blog, you’ll learn what interactive content is, the different types of interactive content that your business can implement, and why this type of content is so important.
What is Interactive Content
Interactive content is classified as “content that requires the participants’ active engagement – more than simply reading or watching. In return for that engagement, participants receive real-time, hyper-relevant results they care about” (precisionmarketinggroup.com). Today’s consumers are craving more relevant, personalized content than ever before. Interactive content has the power to deliver on this. By engaging with a company’s content, users often develop a closer connection to the brand, increasing its associated value.
Types of Interactive Content
Simply put, sitting and reading paragraphs upon paragraphs of written content can be pretty boring. Luckily, businesses can avoid this by incorporating interactive content into their overall marketing strategy. Various types include:
Payment Calculators
Heavily used in the automotive industry, this interactive tool presents an estimated monthly payment (in this case, for a car) based solely on information a potential customer provides.
Quizzes
Quizzes are a quick and fun way to get consumers involved. Quizzes can be used to educate people on which one of your products would suit them best. For example, a quiz titled “Which Car is Best for You?” can guide potential buyers to a specific model based on the user’s answer to personal preference questions. Not only does this speed-up the research process, but you can add CTAs linking to the corresponding vehicle’s incentives to boost conversion rates.
Polls and Surveys
Polls and surveys are a fantastic way to collect information on the people who are viewing and interacting with your content. This type of content “allows the user to provide you with instant feedback, and this means that you not only have their contact info, but you can create more targeted and useful content for them, which naturally leads to brand loyalty” (singlegrain.com).
Contests
Give people something to look forward to! Use contests and sweepstakes to help foster a strong brand-consumer relationship.
Social Media
Nowadays, nearly every company has a presence on social media, and for good reason. It gives brands and businesses a platform for communication and engagement with current and potential customers. In fact, “interactive content generally gives people more value and therefore they are more inclined to trade their e-mail address for the experience and share the content on their social media — where photos are liked twice as much as text posts and videos are shared 12X more than text-only status updates” (singlegrain.com).
Why Interactive Content is So Important and How it Can Help Your Business
As stated earlier, consumers prefer engaging, high-quality content. In fact, a 2014 DemandGen Report study found that “91% of buyers are looking for more visual and interactive content” (snapapp.com). Implementing interactive content can be extremely beneficial to your company if done correctly. It’s been found that “interactive content converts buyers 70% of the time compared to just 36% for passive content” (singlegrain.com).
Utilizing interactive content creates a two-way beneficial outcome. As you are educating your audience, you are simultaneously educating yourself about them, receiving “valuable, detailed profile information about your prospect’s pains, challenges, goals, and thought process” (snapapp.com). This precious data can help you identify customer personas, guide potential buyers down a specific path in their buyer’s journey, and generate more sales (snapapp.com).
Other benefits for your company include:
- Attracting an audience
- Boosting site traffic
- Improving conversion rates
Contact Aronson Advertising today at (847) 297-1700 to discover how interactive content can help meet your business goals and objectives!
