The Value of Interactive Content

Content engages, educates, captures leads, and is a huge part of a successful sales funnel. Interactive content takes traditional content to the next level by requiring the participation of users.


Why it works

Interactive content taps into basic human nature. We can’t help but be curious, click, and explore. Because it requires user interaction, this type of content engages users more effectively than traditional content. It makes your marketing more dynamic, and the user’s experience more personal.

If traditional content is like a lecture, then interactive content is a conversation, not unlike the type of conversation a potential buyer might have with your sales staff.

This marketing strategy personalizes content based on user interactions. For example, a user who indicates they are interested in joining a gym to lose weight can be sent to a landing page focusing on the health benefits of a gym, while someone who indicates they are an athlete might be sent to a landing page that focuses on athletic performance.

Advantages of interactive content

Marketers agree that interactive content has some serious benefits for businesses. In fact, 93% believe “that interactive content is effective in educating its buyers” and 70% agree it “is effective at converting site visitors.”

Interactive content is also better for tracking engagement than traditional content, allowing you to better understand user behaviour, refine your content, and derive insights that are applicable across all your marketing materials. By using your digital analytics to track clicks, time on page, and other important metrics you can gain far more information than you would be able to from standard content.

Examples of interactive content

Interactive content comes in many forms, and may change based on your industry, marketing channels, and objectives. Here are some popular types of interactive content:
Assessments and quizzes: For a student, assessments and quizzes are a menace, but with academics behind most people, assessments and quizzes that are fun are a popular form of interactive content. Consider providing users with the option of completing an online assessment or quiz. These can range from the ‘Buzz Feed’ style personal quizzes which are great for B2C marketing, to more professional B2B focused quizzes.

Not only will assessments and quizzes boost engagement, but you will also be able to derive important client information from the results, and even build a dynamic platform to direct quiz participants to different landing pages based on their answers.

EBooks and White papers: The standard PDF download is a tried and tested method of collecting leads, but new interactive versions keep readers engaged longer and are packed with vital calls to action.

Calculators: Invite your users to find out for themselves exactly how much they stand to save or earn by using your company or service.

Infographics: Like eBooks and whitepapers, infographics are a staple of content marketing, but now interactive versions are becoming more popular, like this example from Propoint.

Interactive content is not the future of content marketing. It is already being used by businesses to boost engagement, collect leads, and generate more sales.

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