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Understand the benefits of using interactive content. Let’s get down to business: the types of content your business can use to generate solid results, based on your marketing goals.
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1. Quiz
A quiz is a fun content in which your audience answers selected questions in exchange for a result.
Buzzfeed is often called the quiz king. He built his media empire with the help of quizzes. But it’s not just the big brands that can benefit from this type of interactive content.
For example, Kayla Hollatz is a small company that offers branding services. In an attempt to use interactive content to generate leads, the company created a personality quiz titled “What is your brand’s voice style?”.
After integrating the quiz on her website, Kayla was able to generate 1,480 leads, representing a conversion rate of 55.8%. All from a single element of interactive content.
You can get comparable results for your own business, and it will probably be more fun than you think!
There are several quiz formats that you can follow:
- Personality test
- Test based on the results (eg ‘You got 9/10!’)
- Multiple choice quizzes
Once your quiz is set up and hosted on your site, optimized email integration can help you collect addresses. These people are trusted prospects, having already shown an interest in your brand. In the future, you can use email marketing to increase product sales and turn potential customers into paying customers.
2. Calculators
Calculators are another type of popular interactive content. However, unlike the quiz option, this format allows you to dive deeper into the needs of your audience, gathering information to develop specific buyers.
Calculators require users to enter their data. Based on this information, your interactive content will follow a defined formula to generate a visible result for your user.
And of course, you can adapt these tips according to the result. The result is a better understanding of your customers and the ability to create very specific content that appeals to each group of customers.
By entering the price of my house, as well as the time I intend to stay there, the calculator shows me how much I could afford to rent a home. Rather than charge me generic content, this information is personal to me.
Consider that you are a marketing agency that has decided to create such a calculator. You ask your audience to indicate their annual turnover, the number of employees and their monthly expenses. In return, your calculator will suggest an affordable budget that they can use for marketing activities.
If someone, using the calculator, found that his recommended marketing budget was $10,000 a month, you can adapt the content he will see. Instead of showing beginner-level content to companies with a larger budget, you can refer them to more relevant content, such as “how to find a marketing agency.”
The same thing can apply inversely: if the person using the calculator has a budget of $ 100 per month, customize the content that it sees on its screen.
Admittedly, investing in a calculator can represent a financial commitment and time, but it meets the only critical requirement of content marketing: relevance.
3. Interactive infographics
When we mention the word “computer graphics,” it is not uncommon for corporate bosses to get goosebumps. After all, creating a beautiful computer graphics that give organic results (without paid advertising or manual broadcasting) can be difficult.
That said, computer graphics are one of the most popular forms of static content; they are loved and shared three times more than any other type of content on social networks. If you create an interactive version, you could reach even more people and encourage them to convert when they visit your site.
You can add the interactive element in computer graphics by creating visual content that requires your audience to take action. It could be:
- Click on a button to find out more about a presented fact.
- Drag a banner to reveal the statistics.
- Hover over an item with the mouse to view more information.
By hovering over the colorful sections of their infographic, I can get more information on a specific topic. Not only does this allow the user to get involved (restoring the interactive element), but it allows editors to add more value to their infographics without overwhelming the data user.
4. Use carousel format
A simple (but effective) way to engage your audience is to use the carousel formats on your website.
This tactic proved particularly popular on Facebook, with carousel advertising formats ten times better than regular advertising. Why? Because of the interactive element.
By hooking your audience and persuading them to do something, they are more involved in your content.
But paid advertising is not the only one that can benefit from interactive carousels. Websites can also implement this content format on their home page, encouraging users to click to get more information.
By dividing the four-step explanation of product use, the company used a carousel format to pique the user’s interest when accessing their home page.
The information is not there so that they can read it instantly. They have to invest time and perform a manual action to learn more, which makes it a fantastic approach to get their audience interested in their content.
5. Interactive video
The last type of interactive content you could use is a new look at an old classic video.
Video content has proven to drive great results for marketers in various industries. 51% of marketers say that video has the best return on investment of all types of content. Your results can be survived if your video has an interactive element.
Interactive videos come in different forms. You can create a video that involves your audience by clicking, typing, or performing another action. Because your visitors have already invested time in your content, this could result in longer average viewing times – and have a positive impact on the conversion rate.
The video opens with a 30-second introduction, giving users an overview of the content they are about to view.
It’s a great way to get your audience involved in the video. Considering that only 65% of viewers watch more than three-quarters of an entire video, interactivity could be the determining factor in whether people watch your entire video.
Conclusion
The goal of any content – interactive or otherwise – should be engagement. As proven to be a measure directly related to purchasing decisions, introducing interactive content into your marketing strategy is without a doubt one of the best ways to get results.
Image source: Freepik Premium
