5 types of interactive content and how they can be used in your content strategy – WAU
The main types of interactive content – such as infographics, videos, questionnaires and calculators – are fundamental in digital strategies because they capture the reader’s genuine attention and transform it into engagement. Understand the best ways to use them and what their benefits are.
When creating Digital Marketing strategies, there is a question that you must ask yourself whenever you can: what are the best formats when attracting and retaining users? Currently, the answer can be found in the interactive content types.
With the speed at which access to technologies increases, they have become increasingly accessible – smartphones, tablets and notebooks have gained the routine of the population worldwide.
Therefore, it is not enough to create content anymore, it is necessary to go further and offer solutions that hold the true attention of your audience. As an advantage, we see an increase in engagement, greater conversion and loyalty of future customers.
To achieve the benefits so desired by brands and professionals, we selected the main types of interactive content and their advantages. They are:
Below we will talk in more detail about each of them. Follow!
Infographics are great solutions for direct the leads according to the times when they are on the purchase journey. A good indication is to work on content designed for the Awareness (or Consciousness) stage.
This format is not the one that generates a large amount of conversions, but rather a kind of educational content in order to provide the reader with information. Invest in relevant data or content that deserves a more robust outfit, but consumed more easily.
Below is an example of an interactive infographic created by Scribblelive.
In the case of distribution, the main channel is currently found on social media platforms, but infographics also work excellently on blogs.
The user of traditional videos is in the “passive” category, that is, he cannot take any action other than the traditional engagement of social networks or comments on the blog page, for example.
Going further and investing in interactive videos gives you the opportunity to produce personalized content that turns the viewer into an active participant. From the personal selections of each person, it is possible to change the direction of the content until the final result is closer to what your audience needs.
Maybelline, an American cosmetics company, created content that directed the reader to their favorite type of makeup.
Discreet or daring, people navigated between personal tastes and styles, reaching a personalized result: a stylized makeup tutorial according to the answers.
Thinking about this specific case, imagine the number of people who have personal preferences. Many of them probably ignore a large amount of traditional brand content because they do not identify themselves, that is, it is necessary to invest in a much larger volume of individual pieces to reach a comprehensive radius.
Interactive videos are able to, in a single content, segment the main audience profiles and deliver satisfactory results.
Questionnaires are a two-way street and please both the customer and the brand. In essence, the user answers some questions and, finally, receives a personalized answer according to all the preferences indicated. The company, in turn, accumulates the information in its database.
The Flo app, aimed at women who want to understand about their menstrual cycle and other aspects of their intimate routine, offers a series of questionnaires. One of them is responsible for generating a complete profile on the health and standards found in the user’s daily life.
When answering a series of general questions, the resource shows the percentage of each item, in addition to delivering important data on all response profiles.
That way, you don’t have to wait until the end to receive a specific result about doubts, complaints and notes. In addition to each insight generated in the topics, the application is responsible for optimizing its tools such as newsletters and menstrual calendar, for example.
As we have pointed out, the resource is a two-way street, and the company accumulates an incredible amount of data – which obviously must be used within the law, in a transparent manner and with the aim of optimizing service delivery.
In addition, insights are powerful for understanding new launches, pausing products that no longer work, improving the distribution channel, in addition to having data capable of guiding the most diverse strategies.
Ebooks are great solutions to be offered after an infographic or specific blog posts, for example.
After contacting generalized information, it is expected that the user will have a greater interest in receiving content and updating. Thus, the idea of this type of content is delve into the subject.
Interactivity is responsible for guiding the reader on those topics that he considers most important, has the greatest interest or has doubts. To exemplify, we chose the Salesforce ebook, made in partnership with ScribbleLive.
In it, the company demonstrates how five IT “pioneers” are leading their business with applications, adding a CTA to download the complete ebook.
According to the reader’s preferences, it is possible to choose from a wide range of sectors and to understand in detail the implications of that business model for specific companies.
AB InBev, from Belgium, was a choice in the manufacturing sector. The rest of the ebook continues with interactivity and presents attractive and visually charming content.
The logic of ebooks follows that of other types of interactive content: instead of creating too vast pieces – that try to embrace the world, but end up conquering few people – or a high amount of very specific materials, you are able to segment the audience and offer customized solutions according to preferences.
The data collected by directing clicks is a powerful source for understanding the profile of readers, segmenting new content and creating insights about the audience. Such information is able to optimize the entire Marketing strategy of any business.
Calculators work very well in the closest stages of purchase. At that time, it is time to use practical resources capable of showing the benefits of your product or service – directly or indirectly.
HubSpot, for example, has an ROI calculator. From it, the user can discover the return on investment that a person earns by being a customer of the company.
When entering the information requested by the resource, you receive a graphical analysis that shows the return in a practical way.
In the final moments of the buying journey, interactive content comes in as an incredible sales pitch: there is no need to spend paragraphs and paragraphs with personal attributes or benefits in closing a deal.
Taking into account that the lead has already understood the proposal of its services – and only needs that final little push to become a customer – it is important to invest in practical implications that show, in fact, how solutions are turned into advantages for that particular person .
Interactive content, then, are essential for those looking for increased engagement from a relevant offer that delivers a value proposition.
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