The role of content when it comes to… well, everything, has become more crucial than ever. Gone are the days when you could simply create a static image to get the attention of your audience. These days, every brand needs to step up their marketing game to up the quality of their content to be noticed in a crowd of competitors.

Competition gets fiercer as time goes by – every day there’s someone new with newer techniques to captivate the audience. So, how do you make space for yourself in such volatile market conditions?

The answer is simple – in recent times, there has been an emergence of interactive content in online marketing as a powerful medium for improving your engagement rate. Read to find out more about what it is, why it is important, and how you can implement it to make better connections with your audience.

Let’s dive in!

What exactly is interactive content?

As the same so aptly suggests, interactive content is content that is curated in a way that engages the audience. It calls for them to be actively involved in the content rather than passively viewing it. It creates a channel of communication that is two-way, conversational, and informative, drawing you in efficiently. 

To put it simply, interactive content gets the user interested and invested in your content by allowing them to input their data, choose, click, and make decisions. This makes it more possible for them to remember their experience with your brand, ensuring credibility, engagement, and conversions.

When it comes to content creation marketing is essential to ensure that it reaches the desired audience. In-built calculators in financial websites, personality tests, immersive videos, and more are excellent examples of interactive content.

Benefits of interactive content

Now that we’ve established what interactive content is, let’s take a closer look at its benefits and understand how it can impact your business. 

Better conversions

The chances of the audience taking a desired action are only high when they connect with your content. Be it purchasing your products or services, filling up a form, or signing up for something, they are only as likely to do it as your content is engaging. By making your content rightly interactive, you can swiftly guide your customers through their journey and nudge them towards conversions.

Better engagement

As we have already discussed, interactive content marketing in digital marketing is key because it requires users to actively participate in content consumption rather than mindlessly scrolling through heaps of information on a webpage. Because they have to be more mindful and interact with the content, they spend comparatively more time doing so. This can significantly improve your engagement.

Better credibility

It goes without saying if a user spends more time interacting with your content, they are more likely to remember your brand. Such consistent experiences where the user is satisfied with their consumption of your dynamic content can lead to a deeper connection between the user and the brand. This lasting impression can significantly add to your credibility and prove to be a critical point when it’s time for users to make an actionable decision.

Better user experience

It is common knowledge that interactive content can make content more personalised for the user. Because the user is the one in charge of their browsing journey and making decisions, they can create an experience that connects them to the brand better. When it comes to digital marketing blogs and articles are a great start to make your content interactive. All of this considerably adds to the user experience, making it more favourable and helping them strengthen the connection between the user and the brand.

Better insights

If you have ever wished to get a cheat sheet to know just what your users want, this is your chance! Because the customers navigate and create their own journeys, you can understand their behaviour, preferences, and outlooks well. This can further help you in planning your marketing campaigns and strategies effectively. You can use this data for targeted marketing and hyper-personalisation of content in the future.

Better leads

Because interactive content enables your audience to make their own choice when it comes to content consumption, you can strategise smartly to ask the required questions to segment your audience efficiently. You can incorporate these questions into your website content as it can enable you to obtain better quality hot leads that can lead to conversion.

How to implement interactive content?

It’s clear how beneficial and impactful interactive content is – it can improve your overall brand performance. Now, let’s dive into its implementation. 

Polls, Quizzes, and other elements

You can implement a number of fun quizzes and polls that the users will be interested in participating in, where they will feel like they’re being heard. Such quizzes are a great way to get to know your audience. Another great way of understanding the behaviour and preferences of your users is polls – when you give them a choice, they’re likely to choose! It can make them feel like their voice and opinions matter, prompting them to make a choice.

These quizzes and polls can be implemented in article writing, blogs, social media, and more. It can keep the users hooked to your content and give you an understanding of what your audience truly wants.

Augmented Reality experiences

Have you ever set out to buy a lamp or a piece of furniture, and got the option of trying it out to see how it would look in your room? That’s the AR experience that is one of the highest forms of interactive content utilised today. This is an amazing option as your user can try out various products while sitting in the comfort of their own space.

This type of interactive content can increase the chances of conversion as the user gets to see how the purchase will add value to their lives. It is one of the greatest advancements in the field of online shopping as it eliminates all the guesswork and makes the user confident in their purchase.

Virtual assistants and chatbots

Other than making your website content interactive, you can also integrate chatbots and assistants that can be powered through AI into your website. This can ensure that users have consistent support to answer any of their queries in real time, ensuring better conversions and credibility in the long run.

Interactive infographics

We all know what infographics are and how important they are – but the new concept of interactive infographics has taken the world of online marketing by storm. You can now introduce animations that can be triggered by the users’ clicks in your infographics, making them more dynamic and engaging. This can add to the excitement and interest of the user, ensuring they click to reveal more details about a topic they’re interested in.

Final thoughts

To sum it up, gone are the days of static posts and lengthy text-based content – the users want more dynamic and interactive content that interests them. There are many benefits of interactive content marketing in digital marketing, the biggest being better engagement and conversions.

You can implement various interactive elements in your content to make it more engaging and user-friendly, such as quizzes, polls, interactive infographics, AR, chatbots, and more. To thrive in the competitive market that is today, it’s imperative to implement interactive content. Get started with us!