Did you know that 45% of B2B customers say that interactive content is one of the most preferred content types?
What Is Interactive Content?
Any material that encourages user engagement while delivering its message is considered interactive content. As a result, the experience of consuming the content shifts from passive consumption to active involvement. Think: real-time calculators, size charts, polls, videos, and animated infographics are all examples of interactive content.
Benefits of Interactive Content
1. Higher Engagement Rate
81% of marketers agree that interactive content grabs user attention more efficiently than static content. In short, the interactive nature of the information keeps viewers interested longer and can be heavily customized. Additionally, its dynamic nature compels users to engage with it, and as a bonus, gives the user the control to steer the interaction, despite setting rules for how users should structure their engagement
2. Increase Data Captured
In order to personalize marketing campaigns, interactive content makes it simpler to gather pertinent data from visitors. To avoid receiving unwanted marketing messages, consumers are frequently reluctant to provide information like email addresses. In order to create a value exchange between your business and potential customers, interactive content changes the dynamic of information exchange between brand and user by providing an experience that inherently feels less risky.
Call it apprehension, reluctance, or hesitancy – all are prevalent conversion killers, especially in an age when data privacy reigns supreme. Users know their personal information is valuable to themselves and the brands they interact with. So, to combat feelings of uneasiness, offering a less-transactional experience that communicates a desire to understand a user beyond simply their contact information inevitably builds a stronger connection at the onset. In some cases, interactive content can be completely anonymous, serving the singular purpose of augmenting brand awareness which users certainly appreciate. The less a user feels… well… used, the better chance of increasing the likelihood of converting. If you’re considering implementing some manner of interactive content; congratulations! You may be on your way to collecting more grateful leads as well.”
– James Weiss, Big Drop’s Senior Director
3. Improve Brand Loyalty
Content that’s interactive allows you to collect data. It’s easier to gain an understanding of your audience when you know their behavior. (Read more on our piece on User Behaviors here.) Highly focused content marketing will quickly build authority and trust, allowing your business to attract a larger audience of loyal customers. It creates a shared experience that will make your audience more memorable and encourage greater brand loyalty. Consumers will gain a better understanding of your brand from interactive content that will shape their perception of who you are and what you stand for.
Examples of Interactive Content
Education
Educational content can assist users in making sense of text-based information, and maintaining concentration levels. Interactive educational content can be a fantastic technique to deepen learning. Incorporating interactive learning content and approaches into your website process will help to improve overall engagement effectiveness.
History of Data Science uses educational interactive content in the Beat the Linear Regression Algorithm game. Educational games increase engagement, generate social media buzz, and collect relevant user data, making them one of the few formats that can achieve many goals with a single piece of content.
Personalized Assessments
An assessment is a type of interactive content where the user responds to a number of questions in exchange for insightful information based on the questions’ subjects. It’s a methodical way to obtain useful input. By their very nature, assessments provide authors access to valuable user data.
Eloan uses an interactive assessment to help people simplify their financial research process. Eloan’s interactive assessments are an effective tool to help simplify financial research for users. By leveraging technology and design, these assessments guide individuals through a series of questions and calculations to determine their current financial situation and future goals. The results of the assessment can then be used to create personalized financial plans and recommendations.
Quizzes
Taking a quiz allows possible customers to begin thinking about your products/services while simultaneously allowing your marketing/sales teams to better understand the user’s intentions. Ultimately, both parties have gained a greater knowledge of how they may cooperate, enabling us to begin more fruitful discussions as accounts enter a deal cycle.
Our team at Big Drop created a quiz for Country Life that helps point users in the right direction. By simply answering a few questions, Country Life can accurately recommend products to users.
In Conclusion
Producing interactive content increases user engagement, generates more leads, and increases customer loyalty. Customers are more ready to share their information with businesses that go above and beyond to create informative and entertaining content that builds trust with their users. The examples provided in this article should help you start thinking about how you might take information and content already available and transform it into something that will appeal to your target audience.