How to Bring Your Content Marketing Strategy to Life – WAU
Interactive content is a type of content that requires action from the user, with the advantage of increasing engagement and the production of relevant data for sales teams. Some examples of interactive content are: quizzes, calculators and interactive videos.
Who has never taken a test to find out what kind of friend you are or have fun with animated infographics on the web?
It’s no use: interactive content like this captures our attention!
People like creative stimuli, that run away from the ordinary and that make them interact.
For brands, they can be much more efficient than traditional approaches to advertising and sales. Therefore, this type of content is gaining space in marketing strategies.
Interactive content is the new strength of Content Marketing. Until then, this strategy mainly encompassed passively consumed materials, such as ebooks and blog posts.
The time has come for encourage your audience to participate in your content. And that’s what we’re going to talk about in this article.
Next, you will know:
Do you want to understand all this? So, follow along!
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What is interactive content?
Interactive content are dynamic materials that encourage user participation to transmit your information.
They don’t necessarily have to be digital, but it is on the internet that this type of content takes on a multitude of formats – calculators, quizzes and animated infographics, for example – and new possibilities for interaction.
If you lived in the 1990s, you must remember the “Você Decide” program, right?
We already had an example of interactive content there: before ending the episode of the day, viewers could call the station and choose the ending they wanted to watch.
However, the interactivity power of the media took a leap with the emergence of the internet, especially after the popularization of blogs and social networks.
From then on, brands started to live with the participation of consumers in their content.
However, Content Marketing was mainly based on a passive consumption logic. In other words, brands publish content and await user feedback, through likes, reactions, comments and shares or through browsing behavior on websites and blogs.
It is already much more interactivity that we had in offline marketing or in the beginning of the internet, but brands could go further.
The interactive content, then, appeared to provide an more thought-provoking and fun approach to the consumer, given the huge amount of materials he has to consume on the web.
This type of content requires the user to interact with the material in order to receive the information they want, in a way that is much more attractive to them than just reading a text.
Each interaction with the content represents a user signal to the brand. In an interview with Websites Are Us, Mary Ward, CMO of Scribblelive, defined interactive content as something that leads people to give feedback.
It is different, for example, from downloading a PDF or reading a text on the blog, when there is no feedback while consuming the content.
Thus, the interactive content allows you to understand whether people have actually consumed your material, while providing a much more interesting experience for the consumer.
To explain this concept more precisely, our CMO, Vitor Peçanha, recorded a video specially to present what interactive content means. Check out!
What are the benefits of interactive content?
Interactive content is increasingly gaining momentum in marketing. But do you want to understand better if it is worth investing in this type of material in your strategies?
Now let’s list the main benefits of interactive content.
Combining content and experience
Ebooks, infographics and blog posts are valuable for educating the consumer, because they bring a lot of information.
When they become interactive, they add a value that attracts and engages people: fun.
Interactive content, therefore, combines information and entertainment. Like this, the user feels encouraged to consume that content, which contains attractions to hold your attention to the end.
A quiz, for example, requires the person to go through all the questions and go all the way to get the answer – which can be more difficult in an ebook or blog article.
So, the content is no longer passive and static for provide a consumer experience people.
This change is even more relevant if we consider generation Y – millennials, born between 1980 and 1995, who are in the market dictating trends and influencing consumption behaviors.
These young people saw the internet being born and the world becoming faster. For this reason, this generation is dynamic and immediate.
So there is no point in offering static, boring and irrelevant content – they need innovation, challenges and experiences. The interactive content, therefore, meets your desires.
Regarding the generations that follow, the dynamics of the contents will no longer be a choice, but a necessity to communicate with them.
Offering a consumer experience instead of static content is the way to increase engagement with your brand. This is the great benefit of interactive content, which becomes a marketing solution.
Content Marketing has grown so much that it has saturated consumers with many stimuli and blog posts and social networks, often without quality or relevance.
With little room to win this information-packed consumer, brands need creative ways to attract their attention. So, interactive content solves that issue.
Passive content gives space to the emergence of interactive formats, which increase engagement time and level of engagement with the brand.
When reading an interactive infographic, for example, the user is surprised by a new way of consuming information, much lighter and more fun. This encourages them to read all of the content, learn the message and still want to share it with your network.
This increase in engagement is evident when analyzing metrics such as time spent on the site or link shares (referral traffic).
In addition, you can also analyze consumption metrics to understand whether users have actually consumed all interactive content.
Receive more user feedback
Another benefit of interactive content is receiving a great wealth of user feedback data.
As we said, passive content does not show whether the consumer has actually consumed a material.
You only know, for example, how many users downloaded or scrolled to the end of a blog page. But you can’t say if they really read the content, can you?
The interactive content provides data while consuming the content. You can identify views, clicks and interactions with each element of your interactive material, as well as evaluate exit points.
According to a survey by Scribblelive, 60% of organizations that use interactive content are able to better measure their efficiency, while this percentage is only 25% among those that use passive content.
Say, for example, that you have created a questionnaire for the customer to understand what solution they need to solve their problem. So each question answered represents a metric to check the effectiveness of your strategy and get to know the user better.
Thus, you can check if users have gone through all of your content, in addition to collecting valuable data about your audience, their behaviors, pains and needs, which can then be used to optimize your strategies.
Therefore, the benefits of interactive content are not limited to Content Marketing – they can contribute to the entire marketing strategy.
Optimize lead generation and conversions
Interactive content doesn’t just generate more engagement – it also brings results in leads, sales and billing for companies.
After all, dynamic content, with visual appeal, that provides a richer experience is capable of arouse consumer desire. In addition, by capturing their attention, this type of content can also guide them on their journey to conversion.
For that, you can count on tools to create interactive content (later, you will know some of them).
Some of these tools offer features to optimize conversions and test applications to see which ones work best.
You can test, for example, two layout versions of your landing page to see which one generates the most conversions.
In this way, you make the user experience more interesting and reap better results from your content.
You may be interested in these other contents
How to monetize interactive content
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What types of interactive content to produce? See some examples
To better understand what interactive content is, let’s show you what types of materials you can publish and some examples to inspire your production.
Some of these materials are interactive in nature, such as quizzes and calculators. On the other hand, there are contents that can be made interactive, such as ebooks and infographics.
Also note that you can merge different types of interactive content into one material. The same page can present an interactive infographic and, at the end, include a quiz for the user to test their knowledge on that subject (and for you to check the efficiency of the content).
Now, then, get to know some types of interactive content and get inspired!
Quiz is a type of interactive content that has already won many fans! They became popular on the web with Buzzfeed tests and became interactive tools for brands.
They can be used to educate and entertain audiences, usually in light, fun language, and to capture insights into their maturity in the topic.
When they are creative and relevant to the public, they also have a high power of viralization!
Take, for example, this quiz that seeks to solve a series of myths about washing machines.
Here at Websites Are Us, we have created different types of quizzes. One of the most successful materials was the Career Freelancer test, which generated more than 1000 leads from day one on the air.
Calculators are interactive content that helps show how your product can help in the consumer’s pocket.
You can show how it can save, make money or plan financially, depending on the type of solution you offer.
This type of content can be combined with material that explains the value of your product to the market, so that the calculator corroborates what you are talking about.
A good example is this calculator that shows how much money you save by breastfeeding your baby instead of using ready-made formulas.
This material is combined with data and statistics that prove the benefits of breastfeeding.
Here at Websites Are Us, we created a Freelancer Calculator to help our community of freelancers calculate their earnings and plan to achieve their goals.
Instead of delivering a static PDF to your audience, how about creating interactive content to present information in an ebook?
You can combine the text with videos, images, graphics and animations. With interactivity and visual appeal, the consumption of the ebook becomes much more interesting and pleasurable.
Here you can see an example from Salesforce, which turned an ebook into an attractive and animated page.
In this example, anyone who still wants to save the material in PDF format can download the file after entering their contact details.
Infographics are already a way to transmit data and information with visual appeal. But did you know that you can make them even more attractive?
Just add points of interactivity with the material, so that the reader participates in the content.
Take, for example, this interactive infographic that seeks to educate developers about application security. The material includes animated graphics, interactive buttons, tests and also the possibility to download.
Netflix has another good example of how to transmit information and data in an attractive way to the reader.
Cocainenomics is a branded content case that was used to promote the Narcos series and brought a series of data on drug trafficking. At the end, it also includes a quiz on the information presented.
White papers usually have more technical content than ebooks and blog posts. They go straight to the point and act as a manual or guide for executing a strategy or action. Therefore, making them interactive is a way for this material to be more attractive and understandable.
This page, for example, presents the chapters of a white paper on different pages, with buttons to navigate through the content.
A landing page has a clear objective: to generate conversions. So, adding interactivity to these pages can help arouse the visitor’s desire and convince them to leave their contact details to become a lead.
Here you can see an example of a DHL landing page with visual and animated content to make the experience more interesting.
Lookbook is a very visual material, usually composed of photographs, widely used by fashion brands to present products, models, photographers and stylists (although it can be used in any niche).
Except that lookbooks are usually static, in PDF format or even printed.
To make them more attractive, you can create interactive lookbooks.
The travel operator Northstar Travel created an interactive lookbook to present the destination of Los Cabos and also included a quiz and a contact form at the end.
The questionnaires are similar to the quizzes, but generally have a more serious language and more in-depth content. The intention is not only to entertain, but mainly to help consumers on their journey.
At the beginning of the journey, the questionnaire can help you identify your needs. At the end of the journey, the material can help show you what solution to adopt for your problem.
That way, you can also collect data about that consumer to find out what stage of the journey he is on and what marketing and sales approach to use.
This questionnaire, for example, helps companies to identify their needs in the area of contract management, through six strategic questions.
At the end, the user provides his data to receive the results and recommendations of the company.
A resource library brings together different content that a company has already produced for its Content Marketing strategy.
Instead of offering a list of links for users to access these materials, you can create an interactive page to make it easier for them to find what they want easily.
This, for example, is what Symantec has done with its resource library, which is divided into categories and also includes restricted areas.
The solution seeker also resembles a quiz or a questionnaire. However, it has a more specific objective: to guide the consumer through questions so that he can find the right solution to his problem.
This website, for example, helps consumers choose the right extended warranty for their car – which can be difficult and boring content to explain.
With the final answer, the user is directed to contract the plans that the company offers.
Videos are already a type of engaging content, as they have a more dynamic visual and narrative than textual or static content. But they can be even more attractive if they invite people to interact with the content.
The “Você Decide” program, which we showed earlier, is an example of interactive video content. On YouTube, however, the possibilities for interaction are more immediate.
The platform allows you to insert interaction buttons that direct users to other videos they want to watch.
It was based on this feature that a New Zealand pizzeria created an interactive experience for users on YouTube.
The content invites people to help a pizza delivery man do his job without being killed by zombies. Throughout history, the user is invited to choose the alternative that will take him to the next content. Nice, right?
Presenting the results of a survey, filled with data and graphs, can become tedious for the target audience.
Therefore, creating interactive content to present this data can be more efficient for people to grasp the information.
An interesting example is the selfiecity project, which looks at the ways people take selfies in different cities around the world.
On the website, it is possible to browse the data collected in interactive charts and better understand the search results.
Since Google Maps emerged, interactive maps have become increasingly used for different purposes. They can serve to entertain or to inform, in a similar way to an interactive infographic, only with geolocation data.
Want an example? In the Cocainenomics project, which we presented earlier, Netflix used an interactive map, based on Google Maps, to show drug trafficking routes in recent decades.
How to produce interactive content? 5 tips to take advantage of this strategy
To produce relevant content, you need to think about the persona first. Who is your audience, how does it behave, what are their pains and needs? From there, you have an audience in mind to produce your materials.
To produce relevant content, you already know that you need to create a persona, know the pain of your audience and set goals before anything. These steps are valid for any type of content.
Now, we have selected some tips that are also valid for your entire Content Marketing strategy, but that can help even more in interactive content. Follow!
1. Use content you already have
At the beginning of an interactive content strategy, you can use materials that you already have and that have the potential for interactivity. So, you give them a new format and a new purpose.
Select, for example, any ebook that has generated enough engagement to transform it into an interactive page. At the end, you can add a quiz to test the visitor’s knowledge.
2. Produce interactive content for the funnel steps
Keeping an eye on the persona’s pains and your marketing objectives, define what content you will produce thinking about the funnel steps.
This is essential for your content to interact