Interactive Content: 7 Methods You Need to Try
With every passing year more and more companies are turning to creative, interactive content to better engage their audience.
In a recent survey conducted by The Content Marketing Institute and ion interactive it was found that 81% respondents believed that interactive content is better at grabbing viewers’ attention. Furthermore, another 79% agreed that this type of content can be reused, and in combination with traditional content, strengthen the company image.
As a result, companies are now experimenting more with many different kinds of interactive content.
The following are the most commonly seen examples:
Assessments help provide users with a means to measure their performance against others. An assessment provides a series of questions and based on the user’s answers custom results are displayed. Skyword, a content marketing company, offers an assessment that measures where your brand falls in the content marketing spectrum. Media company Bright Side made a great find your true talent assessment and published it on Facebook.
Interactive calculators are tools that determine a value, based on the user’s response to questions. These questions typically require numerical answers. The final result will be a numeric value that offers some insights to the user. Cradlepoint, a provider of network solutions such as cloud connectivity and modems created an interactive calculator that estimates a company’s downtime cost during network failures. Such calculators that provide tangible value are an excellent way to hook a customer’s interest. Another example is the cyber security company Symantec that created a calculator which measures the ROI of your corporate security.
Unlike regular E-books, interactive E-books have text as well as interactive elements such as pictures, moving text and scrollable elements within a page. They help make for a more engaging form of content. The Chicago Council created this great e-book called The First 1,000 Days: A Crucial Time for Mothers and Children—And the World about the 1000 day initiative to end early childhood malnutrition.
Games are an excellent way to engage with users who are online and looking for entertainment. As long as the game can be tied to the service or the product that is being offered by the company positive association with the brand can be fostered. Animal Planet designed a game called Mutt maker that lets you create the dog of your dreams.
Interactive infographics have clickable as well as scrollable elements within the infographic. Static infographics only provide data, whereas interactive infographics aid in more engagement. According to Snapapp, lead forms in interactive content converts 2-3 times better than static content. Consider this beautiful infographic made by National Life Group. Another great example is this infographic made by Shopify.
Quizzes are a terrific way to get people involved. Well-constructed creative quizzes are not only appreciated by customers but can also can create brand value for the company. Orbitz’s travel partner quiz allows you to find out if your travel partner is a perfect fit for you. Netapp instead gives free goodies like apple watch, or a trip to encourage more users to interact with its Netapp Flash Master quiz.
Everybody loves to win prizes. Especially when they are free and require very little effort. Contests are therefore a fantastic way to generate brand recognition and encourage wide interest from your potential target audience. The Weather Channel, a global weather measuring company launched a photo contest with a cash price of $15,000 for the best picture of nature, weather, or adventure. IBM launched a competition called Venturesity where the participants had to solve programming challenges and win entry to IBM hack camps.
The proliferation of static content has become so large that we often find readers turning a blind eye towards it. And with users now able to easily create great content on their own, marketers need every advantage to be a step ahead.
If you are a marketer or part of a marketing team, now is a good time to start creating your own interactive content. According to the CMI survey 66% of companies agreed that their audience engagement has increased since using interactive content.
Just be sure to choose content that best suits your objectives, channel and brand voice to create an impact.