You already know how valuable a digital content strategy can be for your business goals. Along with attracting qualified leads, a solid digital strategy should encourage your audience to get to know your brand through tailored and personalized website content. But in a market saturated with blogs, ebooks, whitepapers, and webinars, getting your target audience’s attention requires some creativity. How can you ensure your content stands out amongst your competitors? 

Get ready to say goodbye to static content, and hello to dynamic, interactive content. 

What is interactive content marketing? 

Interactive content is any type of content that requires interaction or engagement from a viewer. Think of interactive content as a conversation your digital copy is having with your reader. It gives more information to the reader, or “responds,” as the reader continues to interact, or “ask questions,” with the content. 

It also encourages your potential audience to move through your channels to obtain more information about your services quickly. These pieces should be beautifully designed and easy to interact with. Examples of interactive content include: 

  1. Online surveys. 
  2. Interactive reports, guides, or executive summaries. 
  3. Filling out a questionnaire for a free online quote.
  4. Price or investment calculators. 
  5. Quizzes or polls. 

The end goal of a visitor filling out an interactive questionnaire or a quiz should be valuable and memorable information about your services. Before you begin designing your interactive content, ask yourself a few questions: 

  • What do you want your potential customers to remember about your brand? 
  • How can your content entice readers to learn more about your services? 
  • How can your interactive content help reach this goal? 

What are the benefits of interactive content marketing? 

Personalizing your content is a vital way to attract potential leads. But interactive content offers an even more tailored experience for your target audience. Interactive content is an incredibly worthwhile investment for companies, especially because:  

  • 93% of marketers believe interactive content is a great educational tool for buyers. 
  • When combined with other content types, 79% of consumers say interactive content helps with message retention. 
  • 43% of consumers would rather watch an interactive video than a traditional video. 
  • 90% of consumers want to see more interactive and visually-interesting content.

The beauty of interactive content is that it turns passive readers into engaged participants who are striving to learn more about your services and your brand. Other benefits of utilizing interactive content in your marketing strategy include: 

  1. It creates a fun experience. Because viewers engage more often with content that is visually interesting, interactive content is a great way to lower bounce rates and keep readers on your website. Plus, by answering quizzes or poles website visitors are giving you valuable information that can be used in other sales and marketing efforts. 
  2. It encourages readers to explore your social media platforms. Leveraging social media to engage with your audience in unique ways, such as live videos, is an easy way to get started with interactive content.
  3. It increases your brand awareness. Interactive content actively engages your audience at a deeper level than static content. Greater brand awareness also increases loyalty and leads. Bonus if your content is easily shareable. 
  4. It helps improve website metrics. Interactive content requires engagement from readers. Because of this, metrics like time on page, views, and clicks are often higher. Plus, interactive content encourages repeat website visits, which ensures that your brand will be top of mind for any future needs. 

Now that you understand what interactive content is and why it is important, it’s time to see this exciting content in action. 

Here are 3 companies who have nailed interactive content:

  • HubSpot. HubSpot’s website grader is a simple piece of interactive content that requires mere seconds of a visitor’s time. But it is a great way to attract potential leads. The website grader gathers only a website link and email before performing a quick, and most importantly, free analysis of a visitor’s website. The use of infographics and relatable, easy-to-understand language gives visitors an overview of their site, suggestions for improvements, and links to HubSpot’s courses. 
  • Airbnb. Airbnb’s “What’s your design personality” quiz is a fun, engaging way to hook potential customers. Designed in the same vein as Buzzfeed’s quizzes, Airbnb asks eight simple questions to create a visually appealing vacation home personality. Once you complete the quiz, the site offers a slider of similarly-designed rentals. The quiz results are also easily shareable to social platforms like Twitter and Facebook.

Outgrow. Interactive content company Outgrow’s idea generator offers readers a unique way to learn about their product. Visitors input information like industry, content goals, and email into the idea generator. Once this information is gathered, a nicely designed list of content ideas is presented, along with a free trial tab at the bottom. This handy tool is a creative way to personalize the information obtained from Outgrow’s idea generator.

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