While the term Interactive Content is not necessarily new, it was not very known and popular until recently. In fact, Interactive Content is among the top martech trends in 2022. But what makes it popular today? There are many reasons. Netflix, with its new interactive TV shows and movies, has something to do with it. Then, of course, the COVID-19 crisis as well. During the lockdown, companies had to become very ingenious to catch their audience’s attention, and some found out that Interactive Content was a great way to do just that. Finally, in May 2020, Google officially shared the news that they will start putting more emphasis on the Page Experience, or in other words the interactivity of a page, to rank websites.
With the popularity of Interactive Content rising, we thought it would be a good time to write an article about what Interactive Content is and why it is so important. Plus, in the article, we will also show how you can add Interactive Content to your content marketing strategy and share the 5 most popular types of Interactive Content.
What is Interactive Content?
Interactive Content is a type of content where the audience plays a central and active role in the experience. In other words, rather than passively consuming a piece of content, the audience is asked to interact with it by answering questions in a quiz, choosing their own journey in a video, collecting points in a game, or any other type of interactivity.
The goal of Interactive Content is to create memorable and personalized experiences for the viewers, and that is why lots of companies are adding more of this type of content to their marketing strategy. Adding Interactive Content to your marketing strategy can increase your chances of capturing your customers’ attention and making them engage with the content.
The concept of Interactive Content is clearly linked with the concept of user experience. Why? Simply because Interactive Content creates a better user experience! In an interactive experience, the user experience adapts to the user, thereby making it more relevant. In addition, Interactive Content is far more engaging as customers are actively participating.
Interactive Content is content that requires active engagement from the audience. More than just passively reading, watching or listening, the audience is required to actively participate and become an integral part of a dynamic, two-way experience.Interactive Content definition
Why is Interactive Content so important?
Now that we have talked about the Interactive Content definition, it’s time to discover the benefits for your company. There are two reasons why Interactive Content is so important: Firstly, as a marketer, it is getting harder to your customers’ attention. This can be reasoned by the fact the attention span of human beings continues to decrease. In 2015, a study showed that customers already have a lower attention span than a goldfish! Thus, website visitors often leave a webpage after only 10 to 20 seconds. That is an incredibly short time to catch someone’s attention.
There is another related component to this argument because one thing is to capture attention; another thing is to keep it. Many things play into this, but mainly, customer expectations are at an all-time high. If the customers’ experience on a website does not reflect what they expect, they are very quick to move on to another website. Things that affect their experience can be things like the loading time, the design, the ease of use, and the experience’s interactivity. Hence, investing in Interactive Content is crucial.
The other reason marketers have a hard time reaching their target audience is that there is too much content out there. Everyone is writing content in modern times, and that includes your competitors. According to HubSpot, writing content was considered to be the top focus area of most marketers in 2019. That means it is becoming increasingly difficult to create content pieces that are original, valuable, needed, and that rank well on Google.
One of the best solutions is Interactive Content. By creating content pieces that put the customers first and engage them in a fun and creative way, marketers can catch their attention and distinguish themselves from their competitors.
Interactive Content vs. Content Marketing: What should you know?
Interactive Content and Content Marketing are not opposed or separate from each other. Actually, Interactive Content should be considered as a part of your Content Marketing Strategy and should be added to your Content Marketing Funnel.
Adding Interactive Content as part of your Content Marketing Funnel is relatively easy. Build your marketing funnel by dividing your current content types into three different purposes:
- Aim to attract potential customers to your website
- Educate visitors about your product offering, your company, etc.
- Turn visitors into customers
Your Content Marketing Funnel could look like this:
Once you have built your Content Marketing Funnel, identifying what sections of your funnel do not work as well as the others should be your next step. For example, you could be getting lots of traffic on your blog, but you have a hard time converting that traffic into leads. These problematic sections are the sections where you should optimize your strategy with interactive experiences. However, you can also jump directly into the interactivity pool by incorporating different interactive experiences. The image below shows you examples of interactive experiences for each section of an Interactive Content Marketing Funnel.
Nevertheless, choosing a specific interactive experience over another will depend on your industry and your product offering. Moreover, besides Dot.vu, there is different content marketing software available that could help you with managing your Interactive Content production workflows, posting automation, or social media management.
Interactive website definition
An interactive website is a website that allows users to interact with the content. In other words, an interactive website contains Interactive Experiences that require visitors to engage actively with your brand. Entertaining content will keep customers on your page longer. Isn’t that just great?
What are popular Interactive Content types?
The most popular content types (also known as Interactive Experiences) are, to a large extent, industry-specific. For example, Marketing Games are generally more popular for B2C companies than B2B. The same goes for Online Advent Calendars, whereas an Interactive e-Book is mainly helping B2B companies.
The most popular Interactive Experiences are:
1. Guided Selling
Knowing your target audience and segments is crucial knowledge for every business. Guided Selling can help you identify your customers’ needs and preferences, for instance through an integrated quiz. When experiencing Guided Selling, your customers will answer different questions regarding their needs, preferences, personality traits, etc. Once the questionnaire is completed, your customers will be presented with the best solutions and products for their needs.
Take a look at the client example below where ESET created a Guided Selling experience to guide customers in finding the right antivirus software based on their individual needs.
Click on the image to try the example of Guided Selling yourself.
2. Interactive Flipbooks
Also, Interactive Flipbooks have become a trend in the past years. The main reason is that lots of marketers are using this type of Interactive Content to transform their static PDFs into an interactive experience.
PDFs are a common practice by businesses, however, customers experience them as rather static and not convenient. Nonetheless, the content in these PDFs is usually highly valuable to a company and its customers. By flipping PDFs into Interactive Flipbooks, you can boost the readability rate, as the content is easier to read and understand for your customers.
Another benefit of transforming your PDFs into Interactive Flipbooks: Behavioral Data Collection! By having your PDFs online as Interactive Flipbooks, you can track who reads them, how long they read them, where they click, etc. This knowledge is valuable information if you want to optimize them later on.
3. Interactive Video
Recent consumer behavior and constantly new technology advancements indicate that the importance of video marketing is significantly growing. Oberlo estimates that “in 2022, 82% of the global internet traffic will come from video streaming and downloads“. This estimation clearly shows that being on top of that trend is crucial. And to be on top of that trend, Interactive Videos are the best solution.
Similar to regular videos, Interactive Videos are very popular with any type of customer. Generally, videos are easier to process by the human brain and usually help to explain a complex fact in an easier way. When integrating interactivity into a video, it will be even easier for the customer to understand, but also remember the presented facts. Thus, Interactive Videos are a much more pleasant way of receiving, processing, and remembering content.
One of the industry’s best examples is from the online streaming platform Netflix. Netflix created special episodes of TV shows, in which viewers can interact with the content by making choices that would affect the storyline of the show.
Also at Dot.vu you can find different examples of using Interactive Videos to educate and engage your customers. Discover it here:
Interactive quizzes are fantastic to create awareness and engage with your customers. You might have seen different quizzes on social media, like “What Disney Princess Are You?” or “What Harry Potter character are you?”. These are personality test quizzes. They work because they play into the curiosity of your customers.
However, other types of quizzes are also very popular. For example, customers love to take quizzes where they test their skills. You could create a quiz like “How well do you know [Interesting topic to your product offering]?”. Quizzes can help you attract more participants, as they are curious to test themselves. While your customers interact with the quiz, they also learn more about your company and product or service. To generate more leads, you could also gate some content by introducing a lead form to your quiz.
5. Marketing Games
The power of gamification in marketing is exceptional. Thus, Marketing Games are a popular Interactive Experience. Marketing Games are a great way for companies, to create awareness and to impact their brand image positively.
There are many different Marketing Games to choose from, like puzzles, wheel of fortune, spot the difference games, and many more. To create an even bigger buzz around your Marketing Game, adding an instant-win contest to it can be an effective strategy. Moreover, by adding a gated lead form to your experience, you can also grow your email list and generate more leads.
Online games with locked prizes are among the B2C gated content best practices. Find an example of a simple Marketing Game with a gated lead form below:
Click on the image to try an example of a Marketing Game yourself.
Start creating your own Interactive Content with Dot.vu!
Interactive Content is the future of content marketing, as it engages your customers through interactivity, such as Interactive Videos, Quizzes, Games, or any other type of Interactive Experiences. Moreover, integrating Interactive Content into your marketing strategy is important to better connect your brand with your customers, and to stay ahead of your competition.
Are you ready to start creating your own Interactive Content? On the Dot.vu marketplace you find hundreds of inspiring templates for Interactive Content. If you want to learn how we at Dot.vu can help you create the best Interactive Content for your marketing, request a demo:
*This blog article was updated on August 18th, 2021 by Nadja Kruse.