Unless you’re new to digital marketing, you’ve probably heard the phrase ‘content is king’. A content marketing strategy with engaging and relevant content at its core will take your business to new heights.
Businesses know this and with so many vying for consumers’ attention online, it’s harder than ever to get your content noticed. According to Chartbeat, 55% of clicks get fewer than 15 seconds of attention. Considering these people were interested enough to click, that’s not a lot.
To grab people’s attention as they scroll through social media feeds is even tougher. People often spend less than 2 seconds looking at post or bypass it altogether if it doesn’t stand out. The solution? Interactive content.
Interactive content is a winner because its very nature requires engagement. Let’s take a look at what interactive content is and why it’s the future of digital marketing.
What is Interactive Content?
Whilst users passively consume standard written and video content, interactive content has a two-way nature. It requires people to engage with it by taking actions such as hovering, clicking and answering questions.
You’ve probably engaged with interactive content recently. Some good examples are:
- Interactive infographics
- Data visualisations
- Polls and surveys
- Assessments and tests
- Giveaways and competitions
- Interactive timelines
- Interactive 360° Videos and walkthroughs
This will evolve as technology does into things like augmented reality experiences and even one day, full immersive virtual reality experiences.
How Interactive Content Improves the User Experience
Interactive content allows you to personalise information for a highly relevant user experience. Assessments and quizzes allow you to provide users with personalised products, services and information that really benefits them, whilst boosting your sales in the process.
With this type of content, you can break down dense information and provide it to users in an easily digestible format. The interactivity element makes it more fun for users, so they don’t get bored as easily. It makes even the dullest of topics more interesting.
How Interactive Content Helps Improve SEO
Usability and user experience are important factors that can help you rank higher with search engines. Posting interactive content on your website will help to improve the user experience. Interactive content is engaging by nature, encouraging users to spend more time on your site and share your content. This lets search engines know that your website is authoritative and trustworthy – two other important SEO factors.
How Interactive Content Improves Your Social Media Performance
People want to interact with fun and interesting content. Visual and interactive content not only gets more attention from individuals but is also much more likely to be shared and go viral. This can help you gain more followers and spread brand awareness.
Fun quizzes are particularly popular on social media. Getting creative with your interactive posts will help you get noticed over the competition. And, talking of competition, these are a sure way to grab people’s attention by giving them the chance to win something in exchange for a simple action such as a like, subscribe or comment.
How Interactive Content Helps You Gather Useful Data
By using assessments, quizzes, polls and surveys, you can gather valuable data that helps you design better products and services and market them in a highly targeted way.
By using this type of interactive content, you can discover what problems your audience faces and the solutions they want. Data gathered through interactive content can help you improve your prospect profiling, informing communications at each stage of the buying cycle, boosting sales and leading to faster business growth.
How Interactive Content Helps to Create Brand Loyalty
Interactive content allows you to co-create with consumers. This makes customers feel part of a brand and promotes strong relationships. Providing information that is accurate, whilst easy to consume, will leave a positive impression.
Because you’re are able to utilise interactive content to provide personalised information and services, your customers will feel valued, be more likely to remain loyal to your brand and recommend you to others.
How Interactive Content Helps You Stand Out from the Competition
Creating fun, relevant and useful content will help give you the edge over competitors. There are many ways you can use interactive content to achieve this.
A good example is where estate agents use Interactive 360° Videos and walkthroughs to showcase their properties. This gives prospective buyers or tenants the opportunity to have a virtual viewing. Where the same properties are listed with multiple agents, this can really make the difference between you making the sale over the other agents.
Another good example is where companies use short assessments to tailor recommended products. This works extremely well in the beauty industry, where products are recommended for certain skin types, tones or problems people face. Whilst you may sell the same products as other companies, this additional, personalised service will give you the edge and gain you the sale.
How Interactive Content Helps to Boost Your Revenue
For all the reasons mentioned above, interactive content can help boost your revenue and grow your business faster than you thought possible. It provides an opportunity for you to gain valuable insights and data whilst supercharging your digital marketing power. It helps you stand out from the crowd and create a positive, lasting impression with consumers. All this equates to more sales and increased revenue.
Interactive content is the future. Keeping up with content marketing trends is key to success online. If you’re not already utilising interactive content, take steps to make it part of your content marketing strategy. Get creative and mix up your regular posts with some fun competitions, quizzes and infographics. Do some more research to figure out the types of interactive content that will work best for your business. Consider doing a website audit to see where you could improve the user experience with interactive elements and posts in place of large chunks of text. When designing your interactive content, keeping your target users in mind to ensure it serves you and your customers well.